Leading outdoor brand, The North Face has re-opened its World Square location in its newest, most engaging format. The store boasts a double-height glazed facade, micro-tile screens facing internally and externally to George Street, and a new dedicated Summit Series corner to launch in mid-September.
The North Face World Square location marks the first store opening under the new retail format since VF took back ownership of The North Face brand in the Australia and New Zealand region on July 1, 2024.
Visitors to the store can expect an elevated consumer experience with over 300 square metres of retail space, dedicated to performance outdoor products, including the brand’s pinnacle Summit Series collection, plus other collections and products for urban explorers.
This new format store, a ONEBOX PRO door, focuses on human connection, blending physical and digital realms, bringing nature into store, and rethinking sustainability. Design elements include wooden texture tile, concrete finish, brick wall, and raw concrete.
World Square is one of three new openings in Australia this year, alongside Doncaster opening in Melbourne this September and Bondi Junction in Sydney opening October 2024. In 2025, The North Face will open another location in Chatswood Chase.
“We are excited to bring to market a retail experience that is globally consistent, but offers local relevance. Our stores provide a balanced combination of authentic outdoor apparel and equipment, while also outfitting the needs for every day. We believe the innovative technology and elevated design of these stores will resonate well with the Australian and New Zealand consumer,” The North Face vice president and managing director for APAC, Stone Dong said.
To celebrate the store opening and the launch of the brand campaign ‘We Play Different’, The North Face will host three days of climbing at World Square from 13 to 15 September, breaking down the barriers of climbing and enabling urban explorers to play different.