This past weekend, The North Face hosted an event that seamlessly combined a climbing festival with a unique retail activation, reinforcing its presence in both climbing and streetwear cultures. The event began at the Climb Festival in Canary Wharf Harbour and concluded at The North Face’s flagship store on Regent Street.
Over two days, Canary Wharf Harbour witnessed top climbers from around the globe competing in a head-to-head race over deep water. Alongside the thrilling competition, attendees enjoyed a diverse programme of activities. The North Face ensured ground-level excitement with repair stations, DJ performances, and athlete talks, making it an inclusive event for all.
Syn collaborated with The North Face to create an engaging consumer activation for North Face XPLR members. Initially set up at the festival, the activation featured a product customisation area where attendees could personalise their gear, fostering a deeper connection with the brand.
The event’s complexity was evident as it travelled overnight on Saturday from the Climb Festival in Canary Wharf to the North Face’s Regent Street store. This logistical feat, achieved seamlessly by Syn’s team, enabled a workshop on Sunday led by creator NOTS__. Known for their innovative approach and cult following, NOTS__ demonstrated how to merge event experiences with retail environments within a single weekend. This workshop highlighted ways to integrate experiential marketing with in-store engagement, emphasizing the brand’s versatility.
