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Pop up goes extreme


Nestled amongst the Italian Alps… a pop up welcomes hikers.

For just 8 days this month, way up in the Italian Dolomites (altitude : 2100mtrs) there was a snug pop up store… which might not have attracted much casual traffic. It could only be reached by foot – a 2 hour trek into the Val San Nicolo.*

US outdoor apparel brand The North Face launched their Pinnacle Project with this pop up – encouraging “rebellious spirits to unite in exploration through outdoors, fashion, design and music”# – installing a temporary showroom in the Alps (…a rather rugged tent…), featuring jackets and backpacks worn by North Face athletes / explorers. The items been restored, include a personal message from each athlete – are very collectable. After the pop up those items are being auctioned off, with proceeds going to Società degli Alpinisti Tridentini (SAT), an Italian mountain climbing association#

See the quick video here

This North Face installation is the latest in a series of extreme-location pop up stores. Last August 37.5 Technology hosted a cliffside pop up shop, 300 feet up a canyon wall in Bolder Colorado. And in April this year Porsche installed a crystal snow dome at 2300mtrs in the French Alps.

Hmmm… you gotta be pretty keen to get into some of these pop up shops !



* source : / north face unveils remote pop-up store

# source : / the north face debuts mile high pop up showroom


The North Face Pinnacle Project

The North Face

The North Face Italian Alps 2018


images :    Google Images – The North Face, Italian Alps

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