The North Face Launches FW26 Nuptse Concept at Flannels
The reversible Nuptse jacket takes centre stage in a new retail installation combining sculptural audio displays, functional merchandising and lifestyle elements across five Flannels locations.
The North Face has launched a new in-store concept for its FW26 Nuptse Reversible Jacket collection across Flannels stores in Sheffield, Leeds, Liverpool, Newcastle and Belfast.
Developed and delivered by northern creative agency Syn, the concept explores the jacket’s place in outdoor and streetwear culture through a retail environment designed to balance product presentation with customer engagement. The rollout follows the SS26 Red Box pop-ups created for Flannels and The North Face in Leeds and Liverpool earlier this year.
Sculptural Features and Functional Merchandising
Syn has placed a sculptural speaker installation at the centre of the space, contrasting its urban character with a bespoke glass table positioned against rock. The table holds a campaign lookbook, record player and branded vinyl slipmat carrying campaign messaging.
Black leather furniture introduces an area for customers to pause, while the jackets are displayed using carabiners and ratchet straps, bringing functional outdoor hardware into the merchandising. These materials and fixtures reflect the collection’s technical heritage alongside its place in contemporary fashion.
The speaker installation also provides a focal point for customer photography, while the wider layout keeps the Nuptse collection accessible and shoppable. The concept has been adapted to suit each of the five store environments while retaining a consistent creative identity.
“It’s been a fantastic project to work on. Our approach was to create a space that expressed the duality of the Nuptse, both its reversible design and its place in outdoor and streetwear culture. We translated that campaign story into a retail environment that balanced theatre with practicality, giving every element a role in telling the story.”
Liam Rennie-Jeffries Senior Creative, Syn
“The Nuptse is an iconic part of The North Face’s heritage, with a relevance that continues to evolve across outdoor and streetwear culture. Working with Syn, we’ve created an instore concept that captures this crossover and gives customers a new way to experience the FW26 collection.”
Emma Pearson-Pope Senior Marketing Manager, The North Face UK
The FW26 installation extends Syn’s ongoing relationship with The North Face, which has also included a climbing festival and retail activation in 2024 featuring product customisation and an in-store workshop.
Terry Clark is the Publisher and Content Director of 365 Retail, with more than a decade of experience covering retail design, technology innovations, store openings and the wider retail industry. He also works closely with leading retailers, suppliers, agencies, events and industry awards across the UK.
