Singapore gets new outdoor store concept
ON NOVEMBER 8, 2017, THE North Face launched a new store concept in Singapore, featuring an Outdoor Training Station, the first of its kind in Southeast Asia and inspired by the brand’s flagship store in Shanghai, China. The store is in Marina Square, one of the city’s biggest malls, located close to the signature attractions of Singapore’s Esplanade. The idea is to replicate certain outdoor training conditions within the store, allowing outdoor enthusiasts to test-drive much of the high-performance mountaineering, climbing, trail running, hiking and skiing gear immediately to assess comfort and fit. To this end, the store is equipped with a rock climbing wall and fitness items such as kettlebells. The store’s size also permits an expansion of the range of performance gear on offer, adding limited-edition pieces imported from Japan and Korea. This exclusive apparel includes leisure tops, gym pants and newly launched sports bras, as well as collectible accessories. To commemorate the debut, The North Face Outdoor Training Program Director of Education Ruben Payan Jr, led 118 participants in a set of mountain climbers – a calisthenic exercise which focuses on balance and coordination – setting a new mark in the Singapore Book of Records. The local The North Face athlete team was on hand too, sharing insights into their respective disciplines. Ultra-marathoner Chris Yeo has raced in numerous countries including most recently at the Lon Las Cymru Ultra in Wales, a 400-kilometre race where he finished sixth. Laura Liong is a former three-time national champion tennis player, who in 2014 also became national champion in crosscountry mountain biking. Winner of the silver medal at the 2011 SEA Games and four-time national champion in lead climbing, sports climber Jay Koh is also a passionate climbing coach who has climbed in some of the most remarkable places in the world. On the fitness training side, personal trainer Alfred Tang has worked with clients from all walks of life for more than 17 years and has a personal ambition to complete 100 marathons in his lifetime, while another with long experience in fitness training is Dawn Sim, with 19 years under her belt as a certified yoga and pilates teacher. In l i ne wit h t heir s l ogan, ‘Never Stop Exploring’, the brand says the store helps them to ‘push the boundaries of innovation, so that you can push the boundaries of exploration’. You can find out more about the store and its activities by following The North Face Singapore Facebook page or @thenorthfacesg on Instagram.