The North Face launches pop-up in the Italian Alps

By

Rüdiger Oberschür

Translated by
Barbara Santamaria

Published
Jul 30, 2018

Outdoor brand The North Face kicked off its Pinnacle Project this weekend with the opening of a pop-up showroom in the Italian Alps, where the outdoors, fashion, design and music collide to create an experience for adventurers and rebellious spirits.

Set at a height of 2,100 metres in the heart of the Dolomites, the pop-up features jackets and backpacks worn by The North Face athletes during notable moments. It is located in Val San Nicolò and can be only reached on foot.

On display are collector’s items that once belonged to adventurers such as Alex Honnold, Conrad Anker, Simone Moro and Caroline Ciavaldine, which have been restored and labelled with a message from each athlete.

The pop-up will remain open for ten days, with visitors and potential buyers invited to see the pieces before they are auctioned off. The entire proceeds of the auction will benefit the mountains, referencing The North Face's heritage as an outdoor brand.

The Pinnacle Project will also visit Berlin and Manchester this autumn, with limited-edition collections available for urban adventurers.