Canada Goose
Toronto, CA
Experiential Design
Redefining Retail: Creating a Multi-Sensory Brand Experience for Canada Goose
Canada Goose sought to move beyond a traditional retail setup, creating a space that would immerse customers in its heritage and adventurous spirit. The challenge was to design an experience that integrated physical, digital, and sensory elements. Our objective was to develop a retail environment where guests could engage with the brand’s story on a deeper, more interactive level, beyond just showcasing products.
2019
Challenge
Canada Goose, a brand renowned for its high-performance outerwear, sought to transform its retail environment into a fully immersive brand experience. The goal was to evolve beyond traditional retail design and create a space where customers could not only see the brand’s products but feel and experience the essence of Canada Goose through interactive storytelling and technology.
Approach
Strategy centered around storytelling, with a focus on creating a multi-sensory experience that embodied Canada Goose’s values. By collaborating with teams in industrial, experiential, and environmental design, we developed a space where every touchpoint brought guests closer to the brand. We aimed to build an immersive journey that blended adventure, luxury, and technology, enhancing emotional and tactile engagement.
Execution
Visitors start in The Crevasse, where an interactive floor simulates cracking ice beneath their feet. They move into The Elements Room, surrounded by immersive projections and soundscapes, where jackets are displayed with touch sensors revealing product stories. In The Cold Room, guests can test jackets in a -12°C environment, while original short films and storytelling deepen their connection to the brand.
Results
The Canada Goose retail experience redefined luxury shopping by blending immersive storytelling, cutting-edge design, and technology. This multi-sensory environment allowed guests to explore the brand’s heritage in an innovative way. Praised for its fresh approach, the space strengthened customer engagement and positioned Canada Goose as a leader in experiential retail, setting a new industry standard.
