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After its shop at the Genting Ski Resort outside Beijing was closed for the Winter Olympics, outdoor gear brand The North Face opened what it called “the coldest pop-up store.”
Located “really in the middle of nowhere,” per a spokesperson for creative agency Fred and Farid Shanghai, the pop-up was open for a week in mid-January in a remote area of the Changbai Mountains. According to the company, this one of the coldest areas in China, where temperatures drop to -33 degrees Celsius.
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