North Sails Flagship Store

After the C19 pandemic North Sailing performed an ambitious repositioning allowing under the same umbrella the heritage of yacht sailing and the brave new world of action sports with Mystic and North Kiteboarding. Our job as retail designers was to capture the convergence of the various ocean outdoor sports in a single flagship store in one of the most iconic harbours in the world for sail racing: Saint Tropez in France.

We focus on the revolution of foiling. Both in sailing and in action sports foiling has completely changed the rules of the game literally taking the sport onto another level, a level in which hulls and boards alike do not even touch the surface of the sea any more but rather hover above it. Our design is inspired by hulls, foil boards, windsurfing sails and more. The grammar of forms resulting from the study is then simplified and reduced to diagrammatic silhouettes from which a characteristic set of fixtures is refined specifically for the various collections.