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SHANGHAI, CHINA — The North Face might have had to shut down temporarily its iconic store in Genting Ski Resort during the biggest and well-known winter sports event coming to Beijing in 2022, however, they took this chance to really celebrate those who are in search of new adventures.
So, this mid-January 2022, for one week only, The North Face opened in partnership with creative agency FRED & FARID Shanghai, the Coldest pop-up store, located in the remote and wild snowy area of Changbai mountain, one of the coldest areas in China, where temperatures can drop to a freezing -30℃.
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This coldest pop-up store called out all of those who share the spirit of #NeverStopExploring
