The North Face opened on Friday its largest flagship store in the world, at 511 Fifth Avenue in Manhattan. 

Spanning two stories and 21,000 square feet, the space introduces an immersive store concept designed to feel less like traditional retail and more like an explorer’s journey. 

The new flagship combines material precision with natural textures, built around an “above and below the treeline” concept that guides visitors through a non-linear layout inspired by outdoor adventure.

“Pushing the boundaries of how people experience the outdoors is core to our ethos at The North Face, and our Fifth Avenue flagship is a powerful example of where we are headed as a hub for exploration” said Dennis Seydel, chief marketing officer, The North Face. 

“From marketing to retail, and now our newly launched Power of Nature platform, we are creating immersive experiences that spark emotion, celebrate heritage, and bring the spirit of outdoor adventure right into the heart of Manhattan.”

A 2½-story LED screen curves across the wall and ceiling at the center of the store, transporting visitors to remote landscapes through athlete-captured content, including the first “Expedition Style Approach” film, directed and shot by climber, filmmaker, and The North Face athlete Renan Ozturk amid Iceland’s glaciers.

The ground floor introduces a “below the treeline” environment featuring faceted gray cork walls etched with historic climbing topos and tent installations that spotlight both innovative products and archival pieces. 

On the second floor, the design shifts to an “above the treeline” aesthetic, where lighter finishes and exposed aggregate terrazzo evoke alpine landscapes. Stone-based experiential cairns present key product innovations, while a fitting room lounge pays tribute to The North Face’s cultural ties to New York City.

Lastly, a dedicated area for the brand’s Summit Series line showcases Athlete Tested, Expedition Proven performance pieces, displayed alongside technical equipment and stories from some of the world’s leading alpine athletes.