North Face Outdoor Training Station makes debut
A world first, The North Face Outdoor Training Station in Marina Square is not only a retail shop but is also a training centre and community-building space.
It features a cross section of the US outdoor product company’s merchandise ranging from mountaineering to trail running, including exclusive pieces from Japan and Korea.
Design elements of the store include a rock-climbing wall that aims to replicate outdoor training conditions within the retail space. The brand will also run free workshops and training activities.
“The Outdoor Training Station is here to help people find not only the right products but also information on where and how to train,” says The North Face Asia Pacific VP/MD Eric Tosello. “It is also a place for people to come together and build a community.”
He says Singapore was chosen to host the brand’s first Outdoor Training Station for three reasons: it is the hub for Southeast Asia, it has a variety of training areas, and challenges are posed by the tropical weather.
The brand plans more Outdoor Training Stations in both north Asia as well as Southeast Asia. “We haven’t defined the next step. We want to see how this one works first – and how people react to it,” says Tosello.
Meanwhile, the label’s new Urban Exploration aka the Black series may be released soon in Singapore following Beijing Hong Kong, Shanghai and Taipei. The brand is also aiming to distance itself from its association with heavy winter wear by promoting activities and products more suitable for the tropical climate.