The North Face's new flagship store on London's Regent Street is aiming to bring the "spirit of the great outdoors" to its customers by utilising digital screen technology and other features that tailor the theme of the store to each season.

Selling its range of outdoor apparel and equipment, The North Face store has deployed multiple screens showcasing footage of adventurous activities and outdoor pursuits.

The North Face is combining traditional merchandising with digital signage in its new store

A schedule of regular appearances and awe-inspiring events from athletes affiliated with the brand has been arranged, to take place in the 400-sq m of retail space. In addition, the store has on-site locker rooms which visitors can use to change into the new outdoor gear.

The retailer is aiming to creating an element of theatre in its Regent Street flagship

The new shop, which was officially opened last week, has strategically located sky windows which the retailer says have been installed to bring to life the weather according to the time of year. Season by season this feature should help market the business' products in the conditions in which they are most likely to be used.

Sky lights will bring a different feel to the store, depending on the time of year

Arne Arens, VP/GM of The North Face, said: "London is a hot-bed of people that love adventure and outdoor exploration, and this store has been designed with them in mind.

"London has a rich history of exploration and has given rise to some of the most world-renowned adventurers, making it the ideal location to set up our newest camp and encourage people to escape the ordinary."