While most of retailers are scrambling to get their shops on the world’s busiest high streets, The North Face has opened perhaps the hardest-to-reach store in the world.
Positioned almost 6900ft above sea level, The North Face’s Pinnacle Project is a pop-up store located in the heart of the Dolomites mountain range in the Italian Alps.
The store will be open for 10 days, and will only be reachable on foot via a two-hour hike.
Those who complete the trek will be presented with a range of collectors’ pieces, including bags and jackets warn by The North Face athletes, and labelled with a personal message from each.
Its opening marks the start of the brand’s Pinnacle Project, combining outdoor, fashion, design and music events.
A similar pop-up store is also set to open in Berlin and Manchester in autumn with more limited edition collections.