Featured · Store Remodel

The North Face

A nationwide retail transformation redefining The North Face through elevated design, visual merchandising, product storytelling, and brand standards across 30+ stores.

100,000+sf - 2 year timeline

Client

The North Face

Multi City Location - 2 Years

Discipline

Showroom Design

Concept Design, Build, Installation, Styling

Footprint

100,000+ sq ft

NYC, Chicago, Boston, San Francisco, Charlotte, Dallas, Portland, Seattle, Columbus, Palo Alto, New Jersey, D.C.

Build window

2 years

Concept to Opening

01 / The Brief

The Brief

We were tasked with providing creative direction and developing new visual merchandising and styling standards across more than 30 existing The North Face stores, including both flagship locations and the broader commercial fleet. Our goal was to rethink how the brand showed up at retail through new design, color, materials, merchandising standards, brand guidelines, and storytelling.

At the center of the strategy was the product. We focused on telling the technical stories behind what makes The North Face special, making the product the hero by elevating key apparel and equipment and bringing greater visibility to products and features that had previously been difficult to discover. We developed new messaging and copy, created compelling product displays, and found ways to make the environments feel every bit as innovative as the gear itself.

Our team space-planned every location, introduced new fixture systems, developed a new wayfinding and signage package, and completely restyled the product and mannequin presentations throughout each store.

Over the course of two years, we traveled from Los Angeles and San Francisco to Dallas, Chicago, Charlotte, and New York City, transforming more than 30 locations and helping redefine how The North Face story was experienced at retail.

02 / Services

Our Responsibility

A full 360-degree approach encompassing creative direction, concept design, design development, engineering, fabrication, project management, and installation—from initial vision through final execution.

Concept Development 11

01

Animation

We create animation that brings concepts, spaces, and brand stories to life in motion.

02

Commercial Office

We design commercial offices that balance brand expression with how the space actually needs to function.

03

Digital Rendering

We produce photoreal digital renderings so you can see and sign off on a space before anything is built.

04

Experiential Activation

We create immersive, on-brand activations that bring people into the story and make it memorable.

05

Graphic Illustration

We develop graphics, illustration, and visual systems that give the environment a consistent, ownable look.

06

Live Event

We design live events and environments that put the brand at the center of a shared, in-person moment.

07

New Store

We design new retail stores from layout to finishes, creating environments that sell and reflect the brand.

08

Remodel

We remodel existing spaces to refresh the experience, improve function, and bring the environment back on brand.

09

Showroom

We design and outfit showrooms that present product and brand in their best light for buyers, press, and partners.

10

Special Projects

We take on one-off, high-concept builds and brand moments that fall outside the usual scope and need a custom approach.

11

VR Experience

We build virtual reality experiences that let people explore a concept or space interactively, anywhere.

Production 9

01

2D Print

We manage 2D print production for graphics, signage, and large-format pieces with tight color and quality control.

02

3D Print

We 3D print prototypes, props, and production parts that would be difficult or costly to make any other way.

03

Analog Fabrication

We fabricate by hand and by machine — carpentry, finishing, and craft that turn drawings into real objects.

04

Digital Fabrication

We use CNC, laser cutting, and other digital tools to fabricate precise, repeatable components at any scale.

05

Engineering

We engineer displays, fixtures, and structures so they are sound, buildable, and ready for real-world use.

06

Installation

We handle installation end to end, turning drawings and fabricated pieces into finished environments.

07

Project Management

We manage budgets, timelines, vendors, and logistics to keep complex projects moving and on schedule.

08

Quality Control

We inspect and quality-check every element before it ships or installs so the finished result meets standard.

09

Shop Drawings

We produce detailed shop drawings so every piece can be fabricated, permitted, and built accurately.

Visual Merchandising 10

01

Assortment

We help curate product assortments that align with the brand, the space, the customer, and the merchandising strategy.

02

Copywriting

We write clear, brand-aligned copy for displays, signage, product messaging, and customer-facing moments.

03

Fixture Systems

We design and specify fixture systems that flex with the assortment while keeping the presentation consistent.

04

Floor Plan

We develop floor plans that organize space, fixtures, and flow for a more effective customer experience.

05

Installation

We manage and execute in-store installations with attention to detail, timing, materials, and the finished experience.

06

Planogram

We build planograms that place merchandise with purpose, using hierarchy and behavior to guide attention and support sales.

07

Prop Sourcing

We source materials, props, fixtures, and display elements that support the concept, setting, and brand story.

08

Store Maintenance

We support ongoing store presentation by refreshing displays, adjusting layouts, and keeping standards in place.

09

Styling

We style spaces, displays, and product moments to create a clear visual story that feels intentional, branded, and memorable.

10

Training

We train teams to understand, maintain, and execute visual standards so the brand experience stays consistent over time.

04 / Impact

30+ Stores. One Powerful Brand Experience

NEVER STOP EXPLORING

Square feet

Complete Store Remodel

Days to build

From concept to completion

visitors

Customers & Explores

" “WAYLA became an extension of our team, helping us rethink how The North Face showed up at retail across more than 30 stores nationwide. They brought together creative direction, store design, visual merchandising, styling, signage, and storytelling into one cohesive vision while never losing sight of what matters most—our product. Their ability to develop a strategy and then execute it consistently across markets was invaluable, ultimately helping us create a more modern, technical, and engaging retail experience.” "