Get access to everything we publish when you sign up for Outside+.
On Friday, March 10, The North FaceÂ® opened its first Italian urban flagship retail store at Via Delle Convertite 22/23 in the heart of historic Rome. The opening marks the Company’s twelfth retail store in Europe and its first urban location in Italy. The North FaceÂ® also has a resort format store in Livigno, Italy.
Opened in partnership with A.R.P spa, the 250-square-meter store is located close to Via del Corso, Rome’s main shopping thoroughfare, situated in the political center, close to Piazza di Spagna. Designed for outdoor enthusiasts and shoppers alike, the store will offer customers a visually stunning, exclusive shopping experience as they explore the complete selection of The North FaceÂ®’s authentic outdoor apparel, footwear, equipment and accessories.
â€œWith its mix of history, technological innovation and global appeal, it seems only natural to have a The North FaceÂ® store in Romeâ€ said Topher Gaylord, President Outdoor International, which comprises The North FaceÂ® and JanSportÂ® brands. â€œThis superb location presents a wonderful opportunity to showcase the North FaceÂ® brand and offers our Italian consumers a comprehensive assortment of outdoor apparel, equipment and footwear in a spectacular settingâ€ Gaylord added.
The North FaceÂ® Rome store marks the 12th collaboration with the Vicenza-based design firm Brombini & Saccardo, which redesigned the location to express The North FaceÂ® philosophy, Never Stop Exploringâ„¢.
Said Retail Director Francesco Navach â€œWe wanted visitors to connect instantly to the overall theme of the store, to feel comfortable and to be inspired. The project challenge was to give the existing space a highly visible and energized mood.â€
Using the latest in retail technology, The North FaceÂ® store is designed to be both sophisticated and inviting. Special blasted stainless steel, recessed light systems, interior translucent acrylic panels and maple floors were used to create a luminous environment. Two wide windows, four meters high, provide light and openness; an enormous staircase provides strong visual impact. On the ground floor visitors will find clothing and performance footwear for virtually any outdoor activity. On the first floor, dedicated to equipment such as backpacks, sleeping bags and tents, shoppers will find a social space featuring books, maps and magazines specific to outdoor pursuits. A pedestrian bridge creates a visual link to the floor below.
Throughout the store, photography and large flat-screen video exhibits will showcase athletes from around the world, the â€˜’Face” of the brand, including Italian members of The North FaceÂ® Team such as world-class mountain climber Simone Moro and freeride snowboarder Emilio Previtali.
About The North FaceÂ®
The North FaceÂ®, a subsidiary of VF Corp., was founded in 1966. Headquartered in San Leandro, California the Company offers the most technically advanced products on the market to accomplished climbers, mountaineers, extreme skiers and explorers. To meet the growing demand for The North FaceÂ® products from consumers on the Old Continent, the Company began its European operations in 1983. Today The North FaceÂ® is distributed worldwide, including in the following European countries: Andorra, Austria, Belgium, Czech Republic, Denmark, Estonia, Finland, France, Germany, Greece, Greenland, Hungary, Iceland, Ireland, Israel, Italy, Luxembourg, the Netherlands, Norway, Poland, Portugal, Russia, Slovenia, Spain, Sweden, Switzerland and the United Kingdom. The Company’s products are sold in specialty mountaineering, backpacking and skiing retailers, premium sporting goods retailers and major outdoor specialty retail chains. Additional information about The North FaceÂ® can be found on the Company’s website at www.thenorthface.com.
About A.R.P Spa
A.R.P. S.p.A. was founded at the end of 2001 by a group of businessmen from the fashion, entertainment and apparel retail industries. Its mission is to provide Italian and foreign manufacturing companies with specialised know-how in the fashion retail sector. A.R.P. S.p.A. is specialised in the creation of retail stores in prestigious locations in major Italian and European cities, distinguished by an innovative fixturing design and rich in technological elements. The company has been partnering with Ferrari in the development of its Retail project, having acquired the exclusivity for the Ferrari Store and Ferrari Shop brands in its pertinent territories. In 2006 the company partnered with The North FaceÂ® to open a store in Rome.