In South Korea, we noticed a brilliant pop-up concept of The North Face. With their pop-up they educated their customers about their mission and slogan ‘Never stop exploring’. How could they make it clear to their shoppers what they stand for as a brand?
Well, what if a brand immediately puts you to the test?
Unsuspecting customers at this pop-up North Face store were startled when the floor below them slowly began to disappear, and they were forced to grab on to the walls, which happened to have rock-climbing holds attached to them. Then, a perfect North Face item descends from the heavens, just out of their reach, and a 30-second timer appears.
A perfect combination of urgency and a dared concept in a pop-up store.