10/16/2014 AT 05:10 PM EDT
A South Korean ad agency working with The North Face has created a pop-up store that forces patrons to literally climb the walls in search of the perfect jacket.
The shoppers entering the space probably assume the rock-climbing grips mounted to walls are just part of the outdoor brand's vibe, but little do they know that they're about to enter The Danger Zone.
In the video, the floor begins retracting, and the shoppers are forced to scale the walls in search of the perfect The North Face jacket that's descending from the ceiling.
"Never stop exploring," the ad implores after showing shoppers fling themselves from the walls. The video's notched over 4 million views on YouTube, proving that people love both The North Face and watching other people panic.
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