Unsuspecting shoppers at a pop-up North Face store in South Korea were faced with a challenge. Upon entering, customers were prompted with a question, “What was your last exploration?” which quickly cued the store’s makeshift floor to slide away. Forced to grab on to the walls (laden with rock-climbing holds), those who managed to hang on were met with another surprise: a 30-second countdown as a North Face jacket dropped from above. Against the running clock, startled shoppers were given a choice – to leap for the jacket (and receive the free gear) or climb down onto the padded floor. This brand-related stunt, which can be seen on YouTube, was a great example of creative displays bringing brand experiences to life. Read more about the sudden sporting challenge on AdWeek.