“Music enabled The North Face to add an emotive language and convey the awesomeness of outdoor and urban exploration to a global audience.”
The pill magazine
the limits of live music
Pinnacle Project encapsulated a series of music-led experiences popping-up at high altitudes in the Italian Dolomites, Berlin and Manchester.
In homage to the brand’s first store launch in San Francisco in 1966 — where a local band by the name of The Grateful Dead performed live — singer-songwriter Barns Courtney performed live at 2.100m above sea level in the Italian Dolomites, opening an iconic pop-up store, reachable only by foot, with a one-of-a-kind capsule collection featuring products worn by The North Face athletes during their pinnacle achievements.
A Boiler Room collab on top of a massive carpark
An architectural urban mountain in Berlin and the rooftop of a massive carpark in the center of Manchester were the backdrops of a Boiler Room collaboration, showcasing some of the city's homegrown grime and hip-hop heroes like Bugzy Malone, Nadia Rose and Children of Zeus.
Limited edition puffer jackets were dropped in both cities, customised with duct tape details that were inspired by mountaineers who use it for essential repairs while out in the elements.