The North Face has celebrated the release of its FW26 Nuptse Reversible Jacket collection with a new in-store concept in Flannels.

Devised by creative agency Syn, the concept creates an “elevated in-store experience”. It aims to spotlight the collection in a “curated, tactile” way, while highlighting the jackets design. The experience is designed to showcase the Nuptse and position the jacket at the intersection of contemporary culture, streetwear and outdoor heritage.

The concept is centred around a speaker sculpture installation. The installation features a bespoke glass table which is set against rock. On the table visitors can find a record player, a branded vinyl slipmat with campaign messaging and the campaign lookbook.

Also featured in the space is black leather furniture and merchandise is displayed using carabiners and ratchets.

According to the brand, the speaker creates a shareable moment for its consumers while the layout keeps the collection “accessible and shoppable”.

Liam Rennie-Jeffries, senior creative from Syn said: “It’s been a fantastic project to work on. Our approach was to create a space that expressed the duality of the Nuptse, both its reversible design and its place in outdoor and streetwear culture. We translated that campaign story into a retail environment that balanced theatre with practicality, giving every element a role in telling the story.”

Emma Pearson-Pope, senior marketing manager at The North Face UK added: “The Nuptse is an iconic part of The North Face’s heritage, with a relevance that continues to evolve across outdoor and streetwear culture. Working with Syn, we’ve created an instore concept that captures this crossover and gives customers a new way to experience the FW26 collection.”

The concept is available in five Flannel’s stores; Sheffield, Leeds, Liverpool, Newcastle and Belfast.

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