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The Jackson Square Concept store represents a return to the San Francisco roots of the original TNF shop and also a shift in the internal thinking around how a brand like The North Face can evolve its expression and still be authentic. You might say it’s a theme, huh? My role on this project spanned creative lead to hands on stylist but the opportunity was a provocation of a new path: a break from existing models of thinking, behaviors and practices related to our retail experience. All the touch points, from branding to fixturing, assortment, music, events, marketing and social engagement needed to be reconsidered and in many cases required a hard reset.

We applied learnings from our recent showroom installations and leveraged insights from our Asian Pacific teams to craft an elevated look and feel for the shop, restructured the product pipeline to accomodate a more fluid drop calander and guided the merch teams and shop managers to use a future focused lens based on our consumer ethnographies and design insights. We partnered with local doers and knowers and adjusted our marketing tone and channels. Stylist teams and local dj’s were brought on for in-store launches which often featured exclusive product offerings from our partners in Japan and Shanghai while books, magazines and cultural ephemera were curated to enhance the vibe and build context. From small shifts like positioning the shop’s IG as a product p#rn vehicle or preloading follower accounts so shop staff could better grasp the consumer space, there was a ton of learning and experimentation around how to provide a more considered and dimensional experience while expanding the brand values and identity. This project engaged me at many different levels and I was able to apply the full range of my skillset, experience and interests.

Plus, it never hurts to throw a good party.

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Role/Category - Creative direction, concept, retail design, visual merchandizing, buying, launch event, art direction, styling, marketing, design direction, and it don’t stop... Merch/Retail - Heather Craig, R. J. Abbot, Adriana Valdez : TNF Product - Jasmin Ghaffarian, Sumi Reddy : TNF
Brand/Marketing - Stephen Youngblade, Tim Sedo, Shane Dunne, Kiyome Okikawa: TNF Thought Partners/Co-conspirators - Jessop Kozink, Marky Enriquez, Greg Daily and so many more Photography - Demian Becerr, Kyle Parker