New Store Design

The North Face

A landmark NYC space transformed into one of The North Face’s most modern flagships, blending historic architecture with cutting-edge technology, premium materials, and immersive retail design.

15,000sf - 6 month timeline

Client

The North Face

NYC Landmark on 5th Ave.

Discipline

New Store Design

Concept Design, Design Development, Sourcing, VM, Build, Installation

Footprint

15,000 sq. ft.

New York City, NY

Build window

6 months

Concept to doors-open

01 / The Brief

The Brief

We took a pre-existing New York City landmark, formerly home to the Joe Fresh flagship, and transformed it into one of The North Face’s most modern flagship stores in their fleet. Historic preservation requirements limited some of the architectural moves we’re typically accustomed to making, but those constraints pushed us to find creative ways to blend the character of the existing space with The North Face’s more technical, modern approach and premium product offering.

With floor-to-ceiling glass, an edge-to-edge LED ceiling, and an iconic structural sculpture already in place, we designed and built around the existing architecture to create a dynamic retail environment that feels both modern and uniquely New York. The result is one of the industry’s more interesting and memorable retail spaces to date.

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

Where New York History Meets Modern Exploration

An NYC Landmark, Reimagined for The North Face

Square feet

A full concept executed within an existing building

Months

From empty shell to installed concept

Visitors

Daily Shoppers

" “WAYLA understood how to respect the history of the space while pushing our flagship experience forward. They navigated complex architectural constraints, integrated modern technology and premium finishes, and brought our vision to life without losing what made the building unique. The result is a flagship that feels distinctly The North Face—technical, elevated, modern, and built for New York City.” "