The North Face has opened another store in New York City. Located at 584 Broadway in the SoHo neighborhood, the 8,000-square-foot location is the first to showcase a so-called “basecamp for exploration,” with the sales staff referred to as “guides.” It focuses on premium products and uses reclaimed wood certified by the Forest Stewardship Council, steel, granite and organic paint. The concept will be rolled out to other U.S. stores in Seattle, Washington and Cherry Hill, New Jersey, later this year.