The North Face Williamsburg neighborhood concept was built around the idea of infusing some of the essence of the 8000m peak mountaineering that originally put The North Face on the map. Anchored by large format prints of remote alpine environments, to give a sense of scale, and drama, the layered approach utilizes a combination of vivid, bold expressions of technical data, cartography, and materials found in apparel and mountaineering equipment. The whole system is suspended from the ceiling using climbing rope, carabiners, and traxion pulleys to make sure that the expedition mountaineering was championed in our approach toward the space.