Summit Club House

Brand Story - The North Face

Athlete Tested. Expedition Proven.

We partnered with the marketing team at The North Face APAC region to open their first ever Summit Club House brand immersion and community exploration center in Shanghai. Named for the pinnacle product line serving the best of the best with gear designed and tested by the top athletes in the world, this vibrant community hub is meant for explorers from all walks of life to gather, share, and inspire.

Brand Story - The North Face: Summit Club House

The Goal

Leverage existing consumer momentum and inspire those new to the brand to “face The North Face,” embrace challenges, get outside and Never Stop Exploring.

All good brand storytelling starts with a big idea and that is where AlterEgo enters the picture. This assignment demanded that we do things a little differently and the competition in the space was tough so thinking outside traditional retail strategy was paramount. To position TNF as the #1 Outdoor Brand, we had to really lean into their over 55 year past while meeting consumers where they are presently through focused messaging and flawless execution.

half dome1.jpg
half dome.jpg
half dome3.jpg

The two story historical building was transformed into an expedition experience crafted to take guests out of the everyday moment transporting them into a new opportunity to journey through TNF’s history and culture via the brand’s most notable groundbreaking landmark expeditions.

Entering the space, the first touch point is a custom crafted interactive wood Half Dome sculpture complete with an interactive experience.

Half Dome interactive experience

Next, a beautifully designed Innovation wall complete with storied attire including the Steep Tech, a line of skiwear designed by skier Scot Schmidt in 1991. And the most popular immersive experience to date, a bonafide “Mt. Everest Cold Room” kept at a consistent temperature of -20C testing the bravery of visitors. 

Innovation_Wall_Layout_v003_r022 copy.jpg

Journey through the transitional staircase to encounter floating mannequins climbing towards the second floor outfitted in new Summit series gear to arrive in style to the second floor basecamp lodge. Designed to reflect a cozy wintery ski lodge and built to showcase new apparel, accommodate community events and highlight local APAC athletes throughout.


AlterEgo led the creation of a complimentary virtual world through QR codes placed strategically throughout the space offering additional opportunities for consumer engagement. Video content is also present throughout the clubhouse to showcase both historical footage based montages and TNF athlete-led pieces showcasing powerhouse athletes Jimmy Chin and Conrad Anker along with popular gear favorites including the HIM duffel. 

The North Face - Summit Club House "In The Beginning"
TNF: Scot Schmidt

Thank you to our partners who include Escent Labs in Toronto, a cutting edge & innovative immersive experiential company, 2D/3D Designer Eric Diga, Interior Designer Lauren Kokenes, Producer Monesha Lever and Production Manager, Jaycen Armstrong who kept all the gear spinning.


Cheers to a Successful Opening

More Like This

Shaun White - The Last Run - Trailer - Max