The North Face has unveiled a completely reimagined flagship store on London’s Regent Street, using cutting-edge technology and innovative design to create an experiential retail environment. In collaboration with Mood Media, the outdoor retailer has transformed its 10,000-square-foot space into a destination for engagement and exploration.
Experiential Retail at the Heart of the Transformation
The centrepiece of the flagship store is a 360-degree projection dome, offering an immersive “basecamp” experience designed to connect shoppers with nature. The installation features five synchronised Optoma projectors powered by Vioso projection technology, delivering a seamless 30-minute visual journey. Accompanied by nature-inspired soundscapes and a custom-developed “White Pepperwood” fragrance, the dome provides visitors with a multi-sensory experience, aiming to transport them from the streets of London to remote wilderness locations.
“This partnership represents a pivotal moment in retail innovation, where technology transcends traditional digital signage to create transformative experiences,” said Jaime Bettencourt, SVP, Global Account Management and Marketing at Mood Media. “By dedicating prime retail space to immersive storytelling rather than product display, we’re helping The North Face pioneer a new retail paradigm where the physical store becomes a destination for exploration and discovery, not just transactions.”
Balancing Technology and Storytelling
In addition to the projection dome, the store features a 12.75-square-metre LED wall with a 2.5-pixel pitch display. The wall delivers dynamic brand content, enhanced by a Q-SYS audio and control system, that integrates seamlessly with the store’s overarching narrative-driven design. The result is a space that promotes The North Face’s ethos of adventure and exploration while providing a unique and engaging environment for visitors.
“In reimagining our Regent Street location, we sought to build a portal to the outdoors in the heart of London,” explained Martina Cerletti, Director of Retail Marketing for The North Face in the EMEA region. “Mood Media’s innovative approach to experiential technology has enabled us to break new ground in retail design, creating an environment that doesn’t just showcase our products but embodies our brand’s spirit of exploration and connects with our customers on a deeper, more emotional level.”
Redefining the Retail Space
The Regent Street flagship has shifted its focus from traditional retail to a more experience-led design, encouraging visitors to spend more time in-store. The immersive features have not only increased dwell times but have also become popular on social media, with customers frequently sharing their experiences.
The projection dome, in particular, has been a significant draw, helping the store appeal to both local and international visitors. This approach has extended the reach of the Regent Street store beyond its physical location, amplifying The North Face’s brand impact through digital engagement.
A Shift in Retail Priorities
The North Face’s move to prioritise experiential retail reflects broader industry trends, where physical stores are evolving to serve as destinations that go beyond the traditional role of product sales. Mood Media’s contribution to this transformation highlights how technological innovation can create spaces that resonate emotionally with consumers.
“This is a clear demonstration of how experiential retail can redefine customer engagement,” said Bettencourt. “The combination of immersive technology, multi-sensory design, and storytelling sets a new benchmark for flagship stores. It’s not just about shopping anymore – it’s about creating lasting memories and deeper connections with the brand.”
Looking Ahead
The Regent Street flagship demonstrates that by combining innovative design, immersive storytelling, and cutting-edge technology, retailers can transform their physical stores into spaces that stand out in an increasingly competitive market. For The North Face, this project aligns with its broader strategy to connect with customers on an emotional level, while also reinforcing its core values of exploration and adventure.
As the store continues to attract attention, it signals a potential roadmap for other retailers looking to adapt to changing consumer behaviours and expectations, further highlighting the role of physical spaces in a digital-first era.
