The North Face opens a pop-up at 2,100m altitude in the mountains
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It is the preferred format to bring the brand closer to the audience and create a memorable brand experience. Until now we had seen them in our cities, on the beach to reach the target during their holiday retreat and always looking to transform singular or unusual spaces for events to create that extra appeal to pass through their doors. If we talk about a brand of clothing and mountain equipment, its target is kicking trails and climbing summits, so the pop-up well deserved to be set up in the mountains. And to achieve that uniqueness that works as a claim The North Face did not hesitate to plant its pop-up in the Dolomites at 2,100m, in a base camp that could only be accessed after a two-hour walk between mountains.
Although for a mountaineer the summit is always a reward for the effort to climb, in this case the brand put one more claim: the pop-up would serve to get eight collector’s items donated by explorers and recognized climbers. Restored garments that were used in their ascents and now they have been personalized with messages from their former owners to motivate their new owners to continue exploring landscapes. In addition to going up to the pop-up, the items could be purchased through auction, to raise funds to help the conservation of the mountains.
The pop-up mountain tent was open for 10 days during the Mountain Festival, but the brand is considering to turn it into an enduring bivouac (a mountain refuge) that will help today’s mountain explorers.
From Spain the agency apple tree communications was in charge of taking national media and influencers to live the experience and tell it on their social profiles. And a pop-up laike this is well worth a trekking in the Dolomites.
