Canada Goose

The brief - Working with Gensler, create the Canada Goose flagship store experience in Toronto and flip the script of retail. 

Context -By way of a brief the client asked us explorative questions. How can you tell a better brand story at the physical retail level while embracing the rise of unbranded online shopping through 3rd party sites like Amazon? How can you differentiate Canada Goose from the all conquering high energy of their closest rival The North Face (a key client in our sister business)? And without a brand story to work from, I remembered in Denmark we have a saying - there’s no such thing as bad weather, only bad clothing. I pitched the insight that quality outdoor clothing allows you to be in nature for longer periods. The longer you stay out there, warm and dry, the more you start to notice, the more nature come to you. Canada Goose loved this immersive and meditative idea, which drove the experience that would become The Journey. 

Idea - ‘The Journey’. A trip through the Canada Goose story while being immersed in the great outdoors. An experience where the customer is cast into the elements as they interact with the jackets. Sensing nature in unique and powerful new ways that only Canada Goose could make possible.  

Work - A cutting edge luxury clothing store complete with interactive ice covered flooring, marco and micro nature films to transport you ‘inside’ nature, brand stories from the explorers, interactive jackets loaded with product stories, and even an arctic room to try the flagship coat on in a windy 10f / -12°C environment, while surrounded by two original outdoor films - featuring the vocal talents of Iditarod legend Lance Mackey and indigenous artist/activist Sarain Fox. A store that had no stock room, where items will be shipped to your home address while you walk away with renewed brand appreciation.

Digital Kitchen - CDs Jason Esser & Jeffrey Dinsmore, Head of Experiences Ally Malloy, Technology Lead William Robertson 

CNBC goes inside the store here.