First day of Spring
The North Face

Pinnacle Project

Pop-up Experiences

“A mesmerising testament to
The North Face roots.”
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 unique collaboration with boiler room

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.