New Face in the Hills (Beverly, That Is)

The North Face (San Leandro, Calif.) outdoor gear retailer will open its first Los Angeles County store in Beverly Hills on March 1. Located on Beverly Drive, one block from Rodeo Drive, the 7500-square-foot store debuts the prototype of a new retail concept designed to celebrate The North Face brand and its heritage of outdoor life.

The retailer says its new prototype hopes to “inspire shoppers to Never Stop Exploring.” At the entrance are an original, hand-carved Indonesian door and a wall of cascading water. Multicultural design pieces from around the world, where The North Face has sponsored expeditions, will mix with modern elements representing the technical nature of the product line. Pieces include an antique wedding chest from India, Chinese doors from a “noble” residence and a Spirit House from Thailand..

Images and actual gear from locations where The North Face athletes have performed is showcased in displays. “One-of-a-kind pieces gathered from countries whose terrain our athletes have explored will accent our merchandise and bring those exotic cultures to life for our shoppers,” says Sandy Wait, vp of retail.

The North Face designed this new store concept in partnership with JGA, the Southfield, Mich.-based design and brand strategy firm. It is the retailer's fourth location in California and the eighth nationwide.

“Our goal in developing this store was to create a new design standard in outdoor retailing through innovative fixtures and displays that will inspire shoppers to explore the outdoors,” says Wait.