Continuous feedback from their athletes and over forty years of product development experience means The North Face is a brand that is synonymous with functional innovation, and consistently pushes the boundaries of design possibility.
The Challenge
Brandwave were tasked with designing The North Face ISPO exhibition stand to communicate the PATROL 24 ABS Pack and MERU product stories in a technically accurate and aspirational way. The North Face wanted to explain the sophisticated technology and the product’s attributes in a way that would translate across a broad range of target markets. The structure had to be easily erected, dismantled, shipped around the world, and adapted for new product stories in the future. To differentiate The North Face exhibition stand from its competitors, it was important for the design to be unique and in line with The North Face visual identity.
The Result
We designed and built two experiential pods that were fully interactive with seamless screen technology and omni-directional speakers, allowing users to immerse themselves in the new hero products. We devised the avalanche simulation “Shake Test”, designed to demonstrate the principle behind the PATROL 24 ABS Pack’s twin airbags in a simple way. We worked with the three times snowboarding World Champion, Xavier De Le Rue, to develop the new creative campaign and explain how ABS technology based products can save lives when avalanches occur.
View The Pods Below
Clockwise from top left: Xavier De le Rue talks through the features of the PATROL 24 ABS Pack at ISPO. The avalanche simulation ‘Shake Test’ was designed to demonstrate the principle behind the PATROL 24 ABS Pack’s twin airbags – larger objects ‘float’ to the surface when shaken (try it with your cereal). ABS equipped Patrol 24 pack. Return to Meru pod at ISPO. TNF climbers Renan Ozturk and Conrad Anker sign the Return to Meru pod.
Fully embracing our seasonal brand story telling objectives, Brandwave has created a perfectly customized solution merging innovation, simplicity and user engagement to deliver a strong experience. They demonstrated great service orientation, adaptability and organisation to support us in achieving our goal to bring our ISPO 2012 highlights to a new level.
Eric Pansier
MARKETING DIRECTOR EMEA | THE NORTH FACE
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