When The North Face relaunched their Denali 1995 fleece jacket, a fully sustainable product that nods to the heritage of the brand; we were brought in to bring the creative, colorful concept to life!
The event took place at the prototype store in Williamsburg, Brooklyn. The entire store was cleared with all assets and stock removed, leaving us a blank canvas to work with as the build began.
We had two full days to bring the concept to life. On the first day we executed the scaffold install both inside and out. Within the main store, we built these to house the fleece’s. Outside was for a specific structure in the lot where the main party took place – a real feature of the whole production.
Then came A/V on the second day; staging, video, lighting and audio. Lighting was a prominent focus with pixel tubes, battens, uplights and movers being used.
In the main store, we set up different areas of light to match the showcased stock. We provided a D&B system throughout, tied to the main PA system outdoors.
Moving over into the outside area we had a huge screen rigged to the scaffold projecting a content loop. Pixel tubes were attached to the scaffold to provide pops of saturation. The lighting corresponded with the campaign and incorporated several colors; tones of reds, blues and greens.
The DJ duo Nina Sky kicked off the sounds outside on the stage, sending the crowd into an ultimate vibe as the night carried out…
The North Face
The outdoor lot, captured in color!
The North Face
Indoor the store, sections of color
The North Face
Nestled in foliage, the infamous fleece
The North Face
Another shot outside, the projector screen hangs tight to the scaffold with seamless projection
The North Face
What’s up Brooklyn!
The North Face
Nina Sky!
The North Face
From the street spectators admire.