The North Face Futurelight | ISPO 2019

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THE NORTH FACE

FUTURELIGHT WORLD PREMIERE

ISPO 2019 – MUNICH

With over 80,000 visitors each year, ISPO in Munich is one of the most influential outdoor trade shows in the world.

2,500 exhibitors from all over the world, including all the major players in the outdoor industry, attend ISPO to showcase their product ranges for the coming seasons.
Having already established a great relationship with The North Face, working on various projects in the past, we were challenged to design the American outdoor brand's trade show presentation, activations and touchpoints at ISPO'19.

The sole purpose of the entire stand was the world premiere of a new and revolutionary garment technology, entirely researched and developed by The North Face. Futurelight was designed to replace all waterproof+breathable fabrics within the company's range and create a paradigm shift within the brand for years to come. The introduction of Futurelight was the biggest announcement in the history of the brand, which was founded in 1966.

The briefing was very open and left a lot of room for interpretation. The stand needed to be closed and only accessible to invited guests. The product presentation area also had to be separated from the business area, with a separate stage for press conferences and various speakers throughout the show. The actual product presentation should take place repeatedly. To achieve this, the products would be covered to show the desired unveil moment several times a day. The importance of launching the new technology needed to be reflected in the unveiling moment. Videos specially developed for the new technology were to be shown around the products, explaining the development and process from idea to launch.

In just eight weeks, we developed two initial concepts and ultimately focused on one. We worked closely with the client to develop all the necessary touchpoints, activations and key features, as well as the overall structure and look and feel. Once a week we presented the progress live to our partners using high-end renderings and animations. This approach allowed us to present the stand perfectly from a visitor's point of view and to make any necessary changes quickly and accurately.