It’s not just the fake snow that’s causing controversy at the Beijing 2022 Winter Olympics. Many areas have been closed to the public to ensure a sanitary bubble, including the Genting Resort tourist complex in the Hebei district – which happens to be home to The North Face’s flagship store. Not to be frozen out, with its agency Fred & Farid the outdoor clothing and gear brand found a cool solution. They created a pop-up store in the snowy, wild and remote area of Changbai Mountain, one of the coldest places in China, where temperatures can drop to -30℃. The store was open for just one week in January, but the brand challenged customers to trek there and bring to life its slogan: “Never stop exploring.” When they came in from the cold, they found plenty of gear to keep them warm during the return journey.