Expect experiential retail to be a key driver to draw consumers in-store this year. And at the forefront is US outdoor brand The North Face which has embraced artificial intelligence (AI) to introduce “transformational… breakthrough projection technology” in London at its Regent Street flagship store.

The retailer has engaged with award-winning experiential media solutions firm Mood Media to introduce those specialist features at its expanded 10,000 sq ft store that showcases one of its “most advanced digital integrations to date”. 

This includes a first-of-its-kind 360-degree projection dome that creates an immersive ‘basecamp’ experience within the retail environment. 

This custom-engineered installation we’re told utilises five synchronised Optoma projectors with Vioso projection technology to deliver a continuous 30-minute visual journey “enhanced by nature soundscapes and custom scenting, transporting visitors from London’s urban landscape to remote wilderness locations”.

The installation also features a 12.75 sq m LED wall (with high-precision 2.5-pixel pitch display technology), “delivering dynamic brand content through a sophisticated Q-SYS audio and control system”. Also included is a custom-developed ‘White Pepperwood’ fragrance that “enhances the entire experience and completes the multi-sensory journey”.

Martina Cerletti, director of Retail Marketing for The North Face- EMEA, said: “In reimagining our Regent Street location, we sought to build a portal to the outdoors in the heart of London. Mood Media… has enabled us to break new ground in retail design, creating an environment that doesn’t just showcase our products but embodies our brand’s spirit of exploration and connects with our customers on a deeper, more emotional level.”
 
Mood Media’s SVP, Global Account Management Jaime Bettencourt, added: “By dedicating prime retail space to immersive storytelling rather than product display, we’re helping The North Face pioneer a new retail paradigm where the physical store becomes a destination for exploration and discovery, not just transactions.”