"How does The North Face sound?"

As part of a pitch, we developed a concept for The North Face to demonstrate how an Alien Brand Experience (ABX) could look and sound at a B2C trade show. The objective was to translate the brand into a multisensory experience that goes beyond visual communication and products. To make this tangible at an early stage, we used current AI-based tools to transform the concept into images and video.

The video illustrates how this concept can be activated at a live event. It shows live showcases that use sound and performance to capture attention, workshops that invite visitors to actively engage with music and the brand, and interactive installations where The North Face products become sound generators. In addition, custom apps with a CI-aligned user interface allow visitors to explore the brand through sound and create music themselves.

The result is an immersive brand experience in which The North Face is not only seen, but heard, played, and felt.