Canada Goose
A luxury clothing store evolved into an interactive brand experience
Canada Goose has long been known for having the warmest coats to tough out wintery conditions. But the heritage of the brand goes far beyond Arctic wear. Our challenge was to create a retail space that took guests deep into the heart of the brand’s many stories.
We wanted to go beyond a simple show and tell experience and create a retail space that is truly immersive. We started by devising the overall concept for the store: enabling our guests to literally step inside the elements, with every interaction rooted in story and theme.
To start, guests enter the store through The Crevasse, an interactive floor that reacts to their footsteps, creating the sensation of cracking ice with every step. From there, they arrive in The Elements Room, where floor to ceiling projections and soundscapes place them inside sweeping, atmospheric original footage shot on location in British Columbia. Also within this area, a display of limited-edition Canada Goose jackets reveal product stories through touch-based sensors.
The centerpiece of the experience is the Cold Room, a -12°C environment where visitors can test the famously warm coats in extreme conditions. When the lights go down, visitors are taken into unexplored worlds through two widescreen original short films featuring the vocal talents of Iditarod legend Lance Mackey and artist/activist Sarain Fox.
With the combination of storytelling and seamlessly integrated technology, guests are able to shop in an environment unlike any other retail space. Feel the thrill of tip-toeing over cracking ice. Sit in awe as icebergs tumble into the ocean. Or put on a coat and step into freezing arctic temperatures.
The Journey for Canada Goose is a first-of-its-kind, multi-sensory retail experience that redefines luxury shopping.