THE NORTH FACE北面「NUPTSE校友会」

THE NORTH FACE北面「NUPTSE校友会」

2026年09月23日

上海 巨鹿路

项目现场

THE NORTH FACE 北面「NUPTSE 校友会」于上海举办，是品牌经典 NUPTSE 鹅绒服 2026 秋冬新品发布主题活动，以 “校友集结，共赴山野与街头” 为核心概念，面向历代 NUPTSE 服饰爱好者，发布搭载 Pertex 面料的全新双面穿 NUPTSE 鹅绒服，将高山探险遗产转化为一场兼具社群聚会与新品展示的沉浸式线下项目。

追溯历史背景，NUPTSE 诞生于 1992 年，最初作为喜马拉雅高海拔探险系列装备，以锁绒仓结构实现稳定保暖，名称源自尼泊尔努子峰；原本服务登山运动员的专业羽绒，历经迭代演变为跨越户外与城市街头文化的标志性单品，多年来积累跨世代爱好者。本次活动跳出传统产品发布会模式，借用 “校友会” 叙事，把不同年代的穿着者定义为 NUPTSE 校友，完成专业户外装备到城市潮流生活方式的文化叙事。

项目空间与造型融合校园礼堂与街头涂鸦美学，以品牌经典黑、黄为主色调，采用工地式金属网围挡作为空间分割，打造多层叙事场景。空间包含校友签到年鉴墙、历代 NUPTSE 藏品陈列区、巨型充气 NUPTSE 羽绒装置、新品穿搭展示区与 DJ 派对舞台；年鉴墙收纳校友穿搭故事与老款单品影像，巨型充气羽绒装置复刻 NUPTSE 经典方格绗缝轮廓，墙面大面积手绘涂鸦，叠加品牌标语与 NUPTSE 视觉符号，将户外硬核基因与青年街头氛围结合。

制作层面，金属围挡采用模块化可拆卸钢架，便于快速搭建拆除；巨型充气装置选用高强度气密 PVC，兼顾造型饱满度与现场安全；涂鸦墙面采用可移除 UV 喷绘，避免场地损伤；展陈模特与历代古董羽绒展品搭配恒温保护展架，灯光兼顾面料肌理展示与派对氛围感，适配现场人像打卡拍摄。

活动期设置新品静态展示、校友穿搭分享、DJ 现场演出、品牌代言人到场互动、NUPTSE 年鉴打卡与限定周边兑换，邀请户外 KOL、潮流博主与老用户到场交流。线下现场体验与传播营销深度绑定，金属围挡、巨型充气羽绒装置与涂鸦背景形成强识别传播素材，到场校友、博主产出穿搭打卡 UGC，在小红书、抖音、微博扩散；潮流媒体输出单品历史解读与秀场报道，线下活动作为传播源头，形成社群沉浸式聚会 — 穿搭内容创作 — 全网话题发酵 — 秋冬羽绒新品种草与转化的完整闭环。

项目意义在于，本次活动以社群 “校友会” 的创新叙事，唤醒 NUPTSE 单品跨世代的文化资产，打通专业登山遗产、城市街头潮流与大众秋冬穿搭需求，弱化品牌硬广感，强化用户归属感，为户外品牌经典 ICON 单品的年度新品发布，提供社群运营、空间叙事、潮流场景一体化落地的参考范式。

THE NORTH FACE “NUPTSE Alumni Association” is a 2026 autumn-winter launch event for the iconic NUPTSE down jacket, held in Shanghai. Centered on the concept “Alumni gather, for mountains and streets”, it brings together fans of all generations of NUPTSE apparel to unveil the new reversible Pertex NUPTSE down jacket, translating alpine expedition heritage into an immersive offline project combining community gathering and product showcase.

Historically, NUPTSE debuted in 1992 as high-altitude Himalayan expedition gear. Its innovative baffle construction locks down to retain stable warmth, named after Nepal’s Nuptse peak. Originally engineered for mountaineers, the down jacket evolved into an icon bridging outdoor performance and urban street culture, gathering multi-generational fans over decades.

Beyond a conventional product launch, the event adopts an “alumni association” narrative, defining wearers from different eras as NUPTSE alumni, telling the cultural story of professional outdoor gear transformed into urban lifestyle staple. The spatial styling blends school hall and street graffiti aesthetics with TNF’s signature black and yellow palette. Modular metal site fencing divides the venue into multi-scene zones: alumni yearbook check-in wall, vintage NUPTSE archive gallery, giant inflatable NUPTSE installation, new-look display and DJ stage. The yearbook wall collects alumni styling stories and archive imagery.

The monumental inflatable sculpture reproduces NUPTSE’s iconic quilted baffles. Large-scale hand-painted murals with brand slogans and NUPTSE graphics blend rugged outdoor DNA with youth street vibes. In fabrication, metal barriers use prefabricated removable steel frames for fast assembly and dismantling. The giant inflatable sculpture adopts heavy-duty airtight PVC to maintain full shape while meeting safety standards. Graffiti surfaces use removable UV printing to protect venue finishes. Mannequin displays and vintage archive jackets sit in temperature-controlled showcases. Lighting balances fabric texture presentation and party atmosphere, optimized for portrait shooting.

During the campaign, visitors can view new arrivals, join alumni styling sharing, enjoy live DJ sets, meet the brand ambassador, check in at the NUPTSE yearbook and redeem limited gifts. Outdoor and fashion creators, alongside long-time fans, are invited to exchange stories. On-site experience integrates closely with marketing communication. Metal fencing, oversized inflatable sculpture and graffiti backdrops form highly recognizable media assets. Alumni and creators generate styling UGC spread on Xiaohongshu, Douyin and Weibo, while fashion media publish heritage reviews and event coverage.

The offline gathering acts as communication origin, forming a closed loop: immersive community experience, styling content creation, cross-platform topic amplification and AW down jacket conversion. This event leverages the creative “alumni” narrative to activate cross-generational cultural assets of the NUPTSE icon, connecting mountaineering heritage, urban street culture and everyday winter dressing. It reduces hard-selling tone and strengthens user belonging. It sets a benchmark for outdoor brands launching heritage icons, integrating community operation, spatial storytelling and street-style scene design.

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