Seems like The North Face has taken the market it caters to quite seriously, with the opening of its latest pop-up store concept titled, the ‘Pinnacle Project’.
The American outdoor and sportswear brand has unveiled its latest pop-up at an altitude of 2100 meters (6890 feet), atop a mountain located in the middle of the Dolomites mountain range- at Val San Nicolò in Italy. Launched recently, the experiential store is exclusively accessible on foot – or via a two-hour long hike, to be more accurate.
The extraordinary store houses an unusual lineup of The North Face’s offerings including, eight collector’s edition pieces such as jackets and backpacks, which have been donated by famous athletes and adventurers such as Alex Honnold, Conrad Anker, Simone Moro and Caroline Ciavaldine.
“The collector’s edition items, which were initially worn by The North Face athletes during their pinnacle moments, have been restored and labelled with a personal message from each athlete to inspire the new owner to never stop exploring”, The North Face stated on their website.
The collection is exclusively available only at The North Face’s Dolomites Mountain pop-up which is operational for eight days, and/or on an auction present on the brand’s website.
All proceeds collected from the auction will directly go to the Dolomites, referencing The North Face’s heritage as an outdoor brand.
The Italian Alps store location serves as the perfect mélange of beautiful locales, fashion, design and music to create an experience for adventurers and rebellious spirits alike. The Pinnacle Project will further visit Berlin and Manchester later this autumn, featuring limited-edition collections for urban adventurers.
