Outerwear specialist The North Face has opened a new flagship store on Regent Street, built around the concept of a “progressive playground”.

The 4,300 sq ft store at 290 Regent Street features large screens showing adventure films and on-site locker rooms to encourage customers to explore the surrounding city.

Developed by Birmingham-based designers Green Room, The North Face describes the store as not “somewhere to simply shop”, but also a hub to promote enjoyment, training, discovery and activity through departments labelled Live, Train and Explore.

Various stunning architectural features, including tree trunks that climb all the way up to the roof, are designed to create an emotional link to the outdoors. Skylights react to changing weather patterns, while colourful digital windows draw shoppers into the store, where products adorn the walls.