The North Face Denali Launch (Brooklyn, New York)

When The North Face relaunched their Denali 1995 fleece jacket, a fully sustainable product that nods to the heritage of the brand; we (Oxygen) were brought in to bring the creative, colorful concept to life! The event took place at the prototype store in Williamsburg, Brooklyn. The entire store was cleared with all assets and stock removed, leaving us a blank canvas to work with as the build began. I jumped on as project manager from the initial inquiry and concept; working with the producers from The Fader x Cornerstone agency as well as the spatial designers, De Yan. This involved the back and forth of many designs, with a 2-week turnaround. We had two full days to bring the concept to life. On the first day, we executed the scaffold installation both inside and out. Within the main store, we built these to house the fleeces. Outside was for a specific structure in the lot where the main party took place – a real feature of the whole production. Then came A/V on the second day; staging, video, lighting, and audio. Lighting was a prominent focus with pixel tubes, battens, uplights and movers being used. In the main store, we set up different areas of light to match the showcased stock. We provided a D&B system throughout, tied to the main PA system outdoors. Moving over into the outside area we had a huge screen rigged to the scaffold projecting a content loop. Pixel tubes were attached to the scaffold to provide pops of saturation. The lighting corresponded with the campaign and incorporated several colors; tones of reds, blues, and greens. The DJ duo Nina Sky kicked off the sounds outside on the stage, sending the crowd into an ultimate vibe as the night carried out…