The brand's new SoHo space continues to evolve the face of brick-and-mortar retail, placing an emphasis on genuine connection and a cohesive design

New York City is about as far from the wilderness as anyone can get. But with its new store, The North Face aims to bring the thrill of the outdoors to the concrete jungle. Thanks to a few thoughtful touches and even a custom scent, the space is just about the closest thing to a hike or a camping trip that Manhattan's retail environment offers.

The outdoor retailer‘s brand-new SoHo outpost, located at 584 Broadway, is a careful extension of the brand's values. The space is designed to come off less as a store and more as a “base camp,” as the company puts it. With reclaimed wood, metal finishes and a hexagonal motif that repeats throughout most of the store, The North Face is planning for the store to age just like its products.

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