Research shows that the store design shapes your stay and purchases. A study of over 3,000 shoppers found 82% of purchase decisions happen in-store. These findings highlight why window signage, lighting and clear retail store signage matter. 40 VISUALS partnered with The North Face to transform its two‑level Chicago store at 875 N. Michigan Avenue using SEG fabric lightboxes and adhesive vinyl.
Retail store displays using adhesive vinyl and SEG fabric make The North Face Chicago stand out inside and out.
Bringing The North Face to the Windy City
The North Face began in 1966 when two hikers opened a mountaineering shop in San Francisco. Named for the coldest side of a mountain, it now equips climbers, skiers and adventurers and supports outdoor preservation. Inside the two‑level space we installed several fabric SEG lightbox displays: two 11’ x 8.5’ prints forming a continuous winter scene with the call to action “Make the mountain yours,” double‑sided 4’ x 8’ prints by the stairs, and freestanding lightboxes upstairs with lifestyle imagery. On the Delaware Street side, a large adhesive vinyl with the store’s GPS coordinates anchors the brand to its location.
Using SEG Fabric Prints in Retail Stores
Silicone edge graphic (SEG) fabric prints combine crisp imagery with simple installation: silicone strips slide neatly into SEG fabric frames for a smooth, drum‑tight look. Printed on lightweight SEG backlit fabric, the lightboxes glow evenly and colors stay true. For the front windows, we produced two large prints that joined into one scene. The tension fabric display frame kept graphics tight and allowed staff to swap them easily when seasons change, creating interchangeable signage without tools. Inside, double‑sided fabric SEG lightbox displays by the staircase provided retail signage visible from both directions. Freestanding lightboxes upstairs can move around the floor.
How Visual Merchandising Influences Consumer Behavior
Visual merchandising isn’t just decorative. Shoppers spend 20% more time in stores with thoughtful displays, and 73% say good visual merchandising makes them more likely to return. Products placed at eye level are 82% more likely to be picked up, and seasonal changes extend dwell time. Backlit graphics with winter sports imagery draw your eye, while lifestyle images invite you to imagine using the gear. The adhesive vinyl coordinates act as window signage and tie the store to Chicago. When most purchase decisions happen inside, thoughtful store signage and visual merchandising matter.
Retail displays capture the brand’s story and mission of exploring the outdoors.
A Store That Encourages Exploration
This project shows how good retail design shapes the way you shop. Clean, well‑lit areas, SEG fabric prints and clear store signage help you navigate the space and feel The North Face’s explorer mentality. Because SEG backlit fabric graphics and adhesive vinyl are easy to swap out, we created retail store signage that can adapt as seasons change. These elements make the Chicago store inviting and immersive. To refresh your retail store design with flexible, interchangeable signage, contact 40 VISUALS, we’re ready to bring your brand story to life.
