Outdoor apparel specialists The North Face have opened a new concept store, ‘The North Face Standard’, just up the street from the original shop in Harajuku. The narrow glass and steel building extends upwards four floors, making the most of the limited space available in the Tokyo.
The new concept store continues the brand’s expansion in Japan, following on from the Purple Label concept. The Standard store stocks everything from mountain jackets, to sleeping bags, camping equipment and limited edtion designer lines, the ground floor even features a tent set up ready for camping, decked out in the color and branding of the store.
Entering the concrete space, is more like entering a gallery or bar, particularly on the opening day as guests were handed North Face branded sake cups filled with Nihonshu.
In this picture a packing box becomes an ingenious wardrobe. The top floor space has been designed to communicate the concept of the brand further. The room will function as a shared gallery space for artists and athletes to leave their mark.
Many items will not appear in regular outdoor stores, and some are exclusive to Japan. The line between practicality and high fashion has been blurred making the store accessible to the fashion conscious and pragmatic alike.
THE NORTH FACE STANDARD