Canada Goose, The Concept of the Month

In December 2019, Canada Goose, which operates 11 company-owned stores across the world, unveiled “The Journey”, an innovative retail concept located in the “CF Sherway Gardens” mall in Toronto. This offers a fully interactive and experiential environment to immerse customers in the spirit of the outdoors. With this new flagship, Canada Goose extends the frontiers of brick-and-mortar. The concept is an inventory-free store where customers can browse all the products via interactive displays while enjoying an immersion into the Arctic. The Journey begins with “The Crevasse” as the entrance to the store, where the sound of cracking ice welcomes the customers. Visitors move into the “Elements Room”, fitted with two curved digital walls placing guests in the heart of nature and on a journey through sweeping landscapes, which change with the seasons.

Canada Goose’s products are showcased with interactive “hotspots” allowing guests to explore specific functions and features of the outdoor clothing brand. The “Gear Room”, is an interpretation of a seed vault in Norway holding seeds from around the world in case of a pandemic. Here, customers can lock up their personal items and dress in a Canada Goose coat and accessories. Suitably clad, they enter the “Cold Room”, to be digitally transported to the Arctic region. However, the room temperature is set at – 12°C and they are surrounded by floor-to-ceiling Arctic landscapes and solid snow. Customers can also book a specific time slot with the “The Journey” store, reserving a personalised moment with a salesperson. Finally, any products can be sent via same-day home delivery if purchased before 2.p.m.