The North Face Launches Epic Pop-up Shop High in the Italian Dolomites

We’ve said it before: We’re not above appreciating a really clever publicity stunt. Pop-up shops are … good. But, they’re also a little 2010. A pop-up shop on a mountainside in the Italian Dolomites, however? Now we’re talking.

The North Face has long been among the world’s most innovative outdoor brands, so it seems fitting their marketing team would debut a publicity stunt befitting the 50-year-old company. Pinnacle Project launched as a one-of-a-kind pop-up shop set high in the Italian Dolomites — at an elevation of 6,889 feet (2,100 meters) to be exact. The only way to get there was — you guessed it — via a two-hour hike to Val San Nicolò in the Italian Alps.

Beyond the extraordinary location, the company took the shop one step further. Inside, visitors discovered eight The North Face items personally used by some of the world’s best-known and most experienced explorers. These were well-worn items — camp duffel bags, down jackets, and alpine mountaineering-worthy backpacks — taken straight from the packs of pioneers like Conrad Anker, Alex Honnold, David Göttler, and James Pearson. Each piece was up for auction to one lucky bidder and, in The North Face’s words, “all proceeds will be given back to the mountains.” More specifically, the charity auction benefits the Society of the Tridentine Alpinists.

the north face pinnacle project
The North Face

To be fair, The North Face isn’t the first company to open a mountainside pop-up shop. As far as we know, that honor goes to 37.5 Technology. In September 2017, the performance technology brand opened Cliffside Shop. The so-called “world’s most remote pop-up shop” was only accessible via a 300-foot climb up a nearly vertical wall in Colorado’s Eldorado Canyon State Park. Sure, both were blatant publicity stunts. But neither is any less awesome for it!

A visit to the Pinnacle Project shop really only counted if you’d gotten there the hard way: on your own two feet. But, for the less adventurous armchair explorers among us, the one-of-a-kind items mentioned above could also be bid on via the Athlete Archives on the official The North Face website. For those who missed this round of items, the pop-up shop will next travel to Berlin, Germany, then on to Manchester, England. The highest bidders will receive a personal message from each piece’s respective owner with words of encouragement to never stop exploring.


The Sheats-Goldstein Residence Is Everything We Want in a House

Even if you don’t know the name, you know the Sheats-Goldstein Residence.

Burt Reynolds’ Classic Movie Cars Go to Auction (We’re Not Crying, You Are)

The trifecta includes the 1978 Pontiac Firebird Trans Am, 1978 Pontiac Firebird Formula, and 1987 Chevrolet R30.

Ikea is Revisiting Its Biggest Hits in Honor of Its 75th Anniversary

The company is celebrating a milestone birthday but we are the ones getting the gifts.
Food & Drink

Conor McGregor Is Ready to Knockout the Competition with His Own Whiskey, Proper No. Twelve

McGregor wanted to produce a whiskey that he felt was as good in a bottle as he is in the octagon.

Recyclable Cups, Bowls, and Plates to Make Your Next Camping Trip Easier

You can stick with the "leave no trace" mantra but avoid cleaning day-old food gunk off of reusable plates

Essential Everyday Carry Gear for the Outdoorsy Guy

When you get a last-minute invite for an adventure, can you hit the trail with what you’ve got in your pack?

White Water Rafting the Rapids of the Gauley River in West Virginia

It's officially Gauley River rafting season — here's everything you need to know.
Food & Drink

How to Clean a Fish: A Quick Reference Guide

Knowing how to clean a fish is essential for anglers and aspiring chefs. This simple guide can help you prep your catch in no time.

The Best Labor Day Sales on Camping Gear

These Labor Day sales from REI, Backcountry, and Walmart make right now the perfect time save big on camping gear.

When You Buy Toms’ New Climbing Shoes, You Can Help Change a Kid’s Life

Every $20,000 raise through this pre-order campaign helps build a climbing wall in a Boys and Girls Club across the U.S.

5 Easy Camping Meals: Being in Nature Never Tasted so Good

Now all you need to worry about is what liquor you'll bring in your flask.

Up Your Camping Game with the World’s Most Extreme Tents

Whether you're headed to Antarctica, the Amazon River, or Mars, these tents literally have you covered.

Beards, Booze, and Bacon: The $100 Backpacking Challenge Episode

The challenge is simple: spend only $100 on your backpacking gear and see what happens.