The brand's latest New York serves as a lab for elevating the customer shopping experience, offering a curated product selection, exclusive drops and community-driven events

Retailers opening storefronts today are increasingly focused on creating a memorable experience for their customers. American outdoor apparel and goods brand The North Face is attempting to do just that with its recently opened space in the trendy Williamsburg neighborhood of Brooklyn, NYC.

Called The Prototype, the store is curated for serious fans of the brand. In addition to offering limited-edition items and hosting special events, the store will also feature The North Face’s icon range and its Black Series, created by designer Kazuki Kuraishi. The company’s general manager of Lifestyle Brands, Tim Battle, says, “We are all connected through our shared sense of curiosity. Through the new Prototype retail concept, we have an incredible opportunity to celebrate this mindset and create a cultural hub for our brand.”

The store will also act as a lab concept for the brand, analyzing customer response to its various events and offers to see what best serves its audience. The Prototype is now open and shoppers can check out its Instagram page for upcoming events.

The North Face

Retailers opening storefronts today are increasingly focused on creating a memorable experience for their customers. American outdoor apparel and goods brand The North Face is attempting to do just that with its recently opened space in the trendy Williamsburg neighborhood of Brooklyn, NYC.

Called The Prototype, the store is curated for serious fans of the brand. In addition to offering limited-edition items and hosting special events, the store will also feature The North Face’s icon range and its Black Series, created by designer Kazuki Kuraishi. The company’s general manager of Lifestyle Brands, Tim Battle, says, “We are all connected through our shared sense of curiosity. Through the new Prototype retail concept, we have an incredible opportunity to celebrate this mindset and create a cultural hub for our brand.”