The North Face flagship store located in Milan, Italy

The North Face flagship store located in Milan, Italy

Strategic retail design agency, Green Room, worked closely with leading outdoor apparel and accessories brand The North Face (TNF) on their global retail definition strategy, culminating in the redesign of the flagship Milan store.

The on-going project has seen the two companies work closely together on the new retail strategy, complete with refined store principles with a refreshed look and feel for all The North Face stores, supported by the brand mission of “Never Stop Exploring” that underpins all activity.


The new store design concept is the first in an international roll-out; defined by Green Room’s new principals. Green Room’s key objective was to use retail and consumer insights to deliver an engaging, interactive and unique retail concept driven by experience, ensuring that each customer leaves the store empowered to “Never Stop Exploring”. The new generation of TNF stores begins with the redesign of the Milan flagship, creating a ‘base camp’ for weekend warriors and hard-core explorers to plan their next adventure. The three-storey, 280spm retail space offers the best of The North Face’s SS14 collection.


By focusing on community, engagement, and digital integration, this new store concept seen in Milan encourages shoppers to delve deeper into the TNF brand, the explorer community, and the new Spring Summer 2014 collection. By humanising the TNF athletes – including climbers Simone Moro and Herve Barmasse – creating community boards, integrating localised design and through hero product placement, the new strategy encourages The North Face customers to use retail as a community hub where they can engage with like-minded explorers.


Green Room used in-store zoning principals, striking shop windows, category focal points, and interactive elements to deliver a retail strategy that has transformed The North Face’s Milan flagship. Originally opened in 2008, The North Face store in Milan reopened after a thorough make over that fits inside the pan-European brand campaign #LongerDays. Born to welcome the summer and encourage consumers into the outdoors, the message of the campaign was the focus of the store reopening and subsequent retail and marketing ventures.


Green Room’s Creative Director, Mike Roberts, says: “It’s been a real pleasure working with such an exciting brand and a forward thinking client. We hope the refresh work created for Milan will set the benchmark for consumer experiences across the entire TNF estate.” Eric Pansier, The North Face VP Marketing EMEA says: “The North Face is excited to introduce its concept store in Milan completely renovated. This is the first step on a journey to discover the brand, born from the desire to involve our customers in an exciting exploration experience that revolves around our shop. Market research conducted worldwide have allowed us to kick off this project, which communicates to the best of our philosophy: Never Stop Exploring.”


Green Room are continuing their work with The North Face to bring this global retail definition strategy to life across additional stores and touchpoints. This project follows on from a long term partnership between the two brands that has seen the agency design and deliver a number of exciting retail design elements such as window displays.

Lan Nguyen

With the passion to write and the mission to build as a Civil Engineer, she gloriously combines both fields to open more windows for learning and doors for development. It has been her big dream to own a home with the touch of Green Architecture and the simple elegance of Modern Minimalist Interiors.

3 charming small apartment designs from...

3 charming small apartment designs from Curly Studio

Modest, but contemporary and convenient, these 3 charming apartment designs...

25 charming 3D apartment plans

25 charming 3D apartment plans

Contemporary, beautiful and convenient, these 25 charming 3D apartment plans...

Loft 44 - an imposing Brazilian...

Loft 44 - an imposing Brazilian apartment design

Designed as an airy and open space, Loft 44 welcomes...

Youthful Polish apartment design by Plasterlina

Youthful Polish apartment design by Plasterlina

Contemporary, fresh and convenient, this colorful Polish apartment absolutely suits...

Stylish apartment designs for youngsters

Stylish apartment designs for youngsters

It is believed that youngsters always like things which are...

Banner Architecture

Banner Interior

Facebook BTwitter BGoogle Plus BPinterest BRSS B

Most popular

Google’s extraordinary office design in Israel

Google’s extraordinary office design in Israel

Google often has their own ways to show the creativity and difference. This amazing office design may be one...

Interior Designs

Cool bathroom design by Laufen offering kids exciting moments

Cool bathroom design by Laufen offering kids exciting moments

Cool, interesting and colorful, this lovely kid bathroom design by Laufen can immediately interest any kid in nurseries, kindergartens and...

Royal Dental – A sumptuous dental office in Romania

Royal Dental – A sumptuous dental office in Romania

Located in the prosperous Bucharest - the capital municipality, cultural, industrial, and financial centre ofRomania, this glamorous dental office attracts...



About us is a website that brings you the latest and greatest news, ideas, articles and features in architecture, interior design and furniture.

Interiordesignlovers is not a retailer. We sell nothing from this website. Moreover, Interiordesignlovers desires to receive every post from architects and design lovers.

Get Updates (it’s free)

Enter your name and your email address here to receive the latest information, new articles and notices from us.

Submit a design

We are interested in interior design , architecture, furniture and lighting, but it can be anything, as long as it's about home.

Email to info[@] with the following info:

  • A brief description 200 words or more
  • A link to a website is always good
  • Email as many large photos as you have