As part of a Europe-wide chain of immersive in-store celebrations, The North Face hosted a landmark night inside the Regent Street flagship—honouring 25 years of the brand’s elite Summit Series line.
The London stop turned the store into a cinema-style space for a special screening of Chasing Shadows, the latest film from world-renowned mountaineer and Summit Series athlete Benjamin Vedrines. The short captures Vedrines’ remarkable ascent of K2, with the athlete sharing candid insights from the expedition in a rare, close-up conversation with guests.
The event served as the finale to a week of in-store activations designed to bring the mountain environment into the heart of the city. Visitors experienced immersive AMK soundscapes, listened to Vedrines break down the technical design of the collection, and took on a StairMaster challenge built to mimic the ascent of Ben Nevis.
Across the evening, explorers, partners and invited guests came together over drinks and conversation while previewing the next chapter of Summit Series innovation. The celebration highlighted not only a milestone anniversary, but The North Face’s continued commitment to performance design and pushing the boundaries of modern mountaineering.
Check out imagery—shot by Shot by Harry Ambrose and produced by James Loach Co.—in the gallery above.