design:retail - March/April 2020 - 23
A walkway with ice cracking
underfoot. A space wrapped in
digital projections of seasonal
landscapes. A Cold Room
simulating the Arctic, complete
with a daily snowfall. All elements
of "The Journey: A Canada Goose
Experience," which pushes the
boundaries of ecommerce and
physical retail with a multisensory
brand-driven immersion-oh, and
with zero inventory.
BY JENNY S. REBHOLZ
PHOTOS COURTESY OF CANADA GOOSE
22-7_drm_0320_CanadaGoose.indd 23
W
hen it comes to elevating physical retail, brands continue to strive to unite
their online and offline worlds to create an experience. In fact, "experience"
is one of the top buzzwords in retail today. While
some retailers have a special aspect of the shopping
journey that brings their brand worlds together
and provides an experience, Canada Goose (with
the help of Gensler, IDEO and Digital Kitchen) has
transformed the typical retail footprint to deliver a
first-of-its-kind innovative and experiential retail
space-a truly holistic, brand-driven experience
called "The Journey: A Canada Goose Experience."
In recent years, the performance luxury apparel
maker introduced the "Cold Room"-a unique
experience within its retail stores. The brands's
new concept not only takes the cold room to a new
level, but it turns the entire store into an immersive experience. Described as a mini adventure, it
is a multisensory, digitally led and inventory-free
retail concept.
To guide the design process for this innovative
concept, Canada Goose identified three pillars.
First, the brand wanted to create new physical
and digital experiences to support the growth of
community and affinity. Secondly, the design also
needed to showcase the core beliefs and digital
vision of Canada Goose: "greatness is out there."
Lastly, it was important to link people, product and
environment by highlighting the product in a new,
innovative way.
The creative team collaborated to push the
boundaries of the retail environment, completely
rethinking the approach to the 2,300-sq.-ft. space at
CF Sherway Gardens, a luxury retail destination in
Toronto. They knew everything about typical mall
retail needed to be reconsidered in order to achieve
the project goals.
This new way of thinking started with the floor
plan. In order to create a journey with multiple
experiences within the rectangular space, they
needed to enclose areas, so a spiral plan configuration was implemented.
3/17/20 3:16 PM
design:retail - March/April 2020
Table of Contents for the Digital Edition of design:retail - March/April 2020
design:retail - March/April 2020
Contents
From the Editor
We Love This!: LIghtArt Floral Pendants
Site VIsit: Carolina Herrera
Brand Immersion: Moose Knuckles
Hands On: Kefi
Tech Savvy: STARRING by Ted Gibson
Connected Store: b8ta Forum
New Concepts: KFC Drive-Thru Only
Retail Technology: Sally Beauty
Plugged In: Harvey Nichols
Spec Sheet: Tech Products
Canada Goose
Fujifilm House Of Photography
Spectrum Awards 2020
Project Winners
Product Winners
Moment
design:retail - March/April 2020 - Intro
design:retail - March/April 2020 - design:retail - March/April 2020
design:retail - March/April 2020 - Cover2
design:retail - March/April 2020 - 1
design:retail - March/April 2020 - Contents
design:retail - March/April 2020 - 3
design:retail - March/April 2020 - 4
design:retail - March/April 2020 - 5
design:retail - March/April 2020 - From the Editor
design:retail - March/April 2020 - 7
design:retail - March/April 2020 - We Love This!: LIghtArt Floral Pendants
design:retail - March/April 2020 - 9
design:retail - March/April 2020 - Site VIsit: Carolina Herrera
design:retail - March/April 2020 - 11
design:retail - March/April 2020 - Brand Immersion: Moose Knuckles
design:retail - March/April 2020 - 13
design:retail - March/April 2020 - Hands On: Kefi
design:retail - March/April 2020 - 15
design:retail - March/April 2020 - Tech Savvy: STARRING by Ted Gibson
design:retail - March/April 2020 - 17
design:retail - March/April 2020 - New Concepts: KFC Drive-Thru Only
design:retail - March/April 2020 - Plugged In: Harvey Nichols
design:retail - March/April 2020 - Spec Sheet: Tech Products
design:retail - March/April 2020 - 21
design:retail - March/April 2020 - Canada Goose
design:retail - March/April 2020 - 23
design:retail - March/April 2020 - 24
design:retail - March/April 2020 - 25
design:retail - March/April 2020 - 26
design:retail - March/April 2020 - 27
design:retail - March/April 2020 - Fujifilm House Of Photography
design:retail - March/April 2020 - 29
design:retail - March/April 2020 - 30
design:retail - March/April 2020 - 31
design:retail - March/April 2020 - Spectrum Awards 2020
design:retail - March/April 2020 - TRCT1
design:retail - March/April 2020 - TRCT2
design:retail - March/April 2020 - TRCover1
design:retail - March/April 2020 - TR2
design:retail - March/April 2020 - TR3
design:retail - March/April 2020 - TR4
design:retail - March/April 2020 - TR5
design:retail - March/April 2020 - TR6
design:retail - March/April 2020 - TR7
design:retail - March/April 2020 - TR8
design:retail - March/April 2020 - TR9
design:retail - March/April 2020 - TR10
design:retail - March/April 2020 - TR11
design:retail - March/April 2020 - TR12
design:retail - March/April 2020 - TR13
design:retail - March/April 2020 - TR14
design:retail - March/April 2020 - TR15
design:retail - March/April 2020 - TRCover4
design:retail - March/April 2020 - Project Winners
design:retail - March/April 2020 - 34
design:retail - March/April 2020 - 35
design:retail - March/April 2020 - 36
design:retail - March/April 2020 - 37
design:retail - March/April 2020 - 38
design:retail - March/April 2020 - 39
design:retail - March/April 2020 - 40
design:retail - March/April 2020 - 41
design:retail - March/April 2020 - 42
design:retail - March/April 2020 - Product Winners
design:retail - March/April 2020 - 44
design:retail - March/April 2020 - 45
design:retail - March/April 2020 - 46
design:retail - March/April 2020 - 47
design:retail - March/April 2020 - Moment
design:retail - March/April 2020 - Cover3
design:retail - March/April 2020 - Cover4
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