The Northface – Axtell Soho

VF, the parent group of ‘maker brands’ that include The North Face, Vans, Timberland and Dickies, has opened a digital showcase space – called Axtell Soho – in central London.

The five storey space, just off the retail heartland of Regent Street, has been conceived as a business-to-business brand showcase that will immerse retail buyers into the world of each VF brand. It is arranged like a series of stores, with each brand benefitting from its own visual merchandising style: the Kipling, Eastpak, Napapijri, Icebreaker, Smartwool and Altra brands are also featured.

We are Retail created the unit for The North Face space. Consisting of a steel illuminated base plinth in which mag graphics can be swapped and a floating rail box suspended from the ceiling also illuminated.

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