Those who took part were dressed in jackets from the brand’s new McMurdo range and sat in a sleigh. A member of staff then positioned a VR headset over their eyes.
The headset provided 360-degree views of the South Pole, and huskies were seen to be pulling the sled along the snow.
After a few minutes, the headsets were removed and participants’ sleds were pulled through a makeshift wall – revealing real-life huskies, who pulled the sleds.
The sleds made their way around the shopping mall, where there were opportunities to grab products from the new range positioned above people’s heads.
The stunt was devised by agency Innored, in collaboration with Korea’s National Dog Sledding team.
Closer to home, The North Face sent two teams of explorers dressed in the brand's Himalayan suits out onto London's streets last month.
Comment below to let us know what you think.
For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by subscribing here.