Watch the Floor Disappear at The North Face's New South Korean Store

In a publicity stunt for The North Face, Korean advertising agency Innored masterminded this prank on unsuspecting shoppers at a retail space in South Korea. After supposedly being given free time to browse the selection of outdoors wear in the shop, the shoppers were taken aback to find the floor suddenly disappearing beneath them, forcing them onto a rock climbing wall at the back of the shop. A North Face jacket then descends from the ceiling, and shoppers are given 30 seconds to make a heart-pounding decision in the video above. Titled “Never Stop Exploring,” the stunt tests the degree to which those who shop for The North Face products truly adhere to the brand’s image of thrill-seeking and adventure.