Shanghai Zhangyuan witnessed a spectacular takeover by The North Face’s down jackets at the trendy luxury retail complex last weekend. Transformed in the historic shikumen architectural style, the space featured an enormous inflatable Himalayan explorer in a striking The North Face coat, overseeing the artificial snow-covered street. Complementing this, a colossal ski slope was set up as a prelude to the installation.
This pop-up installation quickly became a social media sensation, enticing online enthusiasts to experience it firsthand and share their captures. The brand’s hashtag amassed a staggering 51 million views on Xiaohongshu. This innovative approach is not new for The North Face, as it has previously introduced skateboarding slopes and artificial snow to shopping destinations in Shanghai, Shenzhen, and Shenyang since 2021, significantly boosting both offline and online foot traffic.
Employing larger-than-life installations to captivate the public is a well-established viral marketing strategy. In September of this year, The North Face unveiled its first Summit Club House in Shanghai Zhangyuan, featuring two colossal explorers showcasing the brand’s iconic products. One perched atop the Summit Club House building, while the other reclined streetside on Maoming North Road in Zhangyuan, creating substantial buzz.
Following the debut of the immense explorer, The North Face initiated a touring campaign, transporting the installation to Xiamen and Shenzhen. This served as a dynamic prelude to the winter sales season, effectively generating anticipation and excitement.
As a dominant force in the sportswear industry, The North Face has solidified its brand presence by delivering top-tier activewear and outdoor sports equipment. Beyond its core identity, this heritage performance-wear brand successfully aligns with the preferences of today’s younger generations.
Photos: The North Face