The North Face has expanded its flagship store at Regent Street in London and has partnered with Mood Media to create a digital immersive experience, according to a case study on the initiative.
The North Face has expanded its flagship store at Regent Street in London by 33% and has partnered with Mood Media to create a digital immersive experience, according to a case study on the initiative.
The project aimed to create experiential retail for customers, including a 360-degree projection dome that serves as a digital canvas and leverages five Optoma projectors with Vioso projection technology.
The setup uses AI-generated content including day-to-night transitions and seasonal changes.
Olfactory elements of the store leverage a custom fragrance dubbed «White Pepperwood,» aiming to further increase immersion.
A 12.75 square-meter (approximately 137 square-feet) LED wall with 2.5 pixel-pitch allows for digital signage content, while an audio system plays curated playlists.
«This truly is a project to be proud of. So many other brands would use the center of the store as a sales opportunity, but The North Face has dedicated it to being a fully immersive space. The attention to detail is incredible,» Rim Posthumus, global account management director at Mood Media, said in the case study.