so you think you're outdoorsy, huh?
You see it everywhere... people with off-road ready vehicles who never leave the streets of suburbia. People with UGG boots who never walk in even 1/10th of an inch of snow. So, it's totally fair to wonder when people go shopping for a North Face Coat, are they looking because they think the coats are cool, or because they'll actually put the coat's features to good use?
North Face wanted to test just that with their pop-up store in Korea. Visitors were surprised when the floor below them suddenly started to fall only to reveal a walk climbing wall so they could save themselves from (un)certain death. Then, suddenly, a beautiful North Face coat appeared from the ceiling with a countdown clock. If they had the guts to take the plunge and grab the coat, then they deserved it!
Clever! Now if only all Hummer drivers were forced to perfectly drive them through crazy dessert and mountains courses before being allowed to buy them...