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THE JOURNEY: A CANADA GOOSE EXPERIENCE

THE JOURNEY: A CANADA GOOSE EXPERIENCE

CANADA GOOSE RETAIL EXPERIENCE

IMMERSIVE RETAIL

IMMERSIVE RETAIL

IMMERSIVE RETAIL

Canada Goose crafts parkas for the coldest locations around the world yet their retail outposts don't provide shoppers with the ability to test out these jackets and push them to their limits. A new experimental and multi-sensory retail experience, located in Toronto, takes visitors on an immersive trip inside the elements through interactive installations, large-scale video, and 4D cold environments.

Working with Canada Goose, IDEO, and Gensler, DK created, designed, and produced the in-store narrative from development to implementation, using our storytelling expertise to elevate the brand/customer connection through an entirely new direct-to-consumer retail experience.

Canada Goose crafts parkas for the coldest locations around the world yet their retail outposts don't provide shoppers with the ability to test out these jackets and push them to their limits. A new experimental and multi-sensory retail experience, located in Toronto, takes visitors on an immersive trip inside the elements through interactive installations, large-scale video, and 4D environments.

Working with Canada Goose, IDEO, and Gensler, DK created, designed, and produced the in-store narrative from development to implementation, using our storytelling expertise to elevate the brand/customer connection through an entirely new direct-to-consumer retail experience.

Canada Goose crafts parkas for the coldest locations around the world yet their retail outposts don't provide shoppers with the ability to test out these jackets and push them to their limits. A new experimental and multi-sensory retail experience, located in Toronto, takes visitors on an immersive trip inside the elements through interactive installations, large-scale video, and 4D environments.

Working with Canada Goose, IDEO, and Gensler, DK created, designed, and produced the in-store narrative from development to implementation, using our storytelling expertise to elevate the brand/customer connection through an entirely new direct-to-consumer retail experience.

Our goal was to craft a space that avoids the hustle and bustle of shopping to create a refuge to reconnect with your senses and craft a brand experience that users can actually feel. 

As a member of the DK team, I led creative ideation for the guest experience and flow throughout the space. I worked to craft our guest narrative and journey and developed the look of each unique space: The Facade, Crevice, Elements Room, and Cold Room. 


Our goal was to craft a space that avoids the hustle and bustle of shopping to create a refuge to reconnect with your senses and craft a brand experience that users can actually feel. 

As a member of the DK team, I led creative ideation for the guest experience and flow throughout the space. I worked to craft our guest narrative and journey and developed the look of each unique space: The Facade, Crevice, Elements Room, and Cold Room. 


AGENCY Digital Kitchen  |  ROLE Associate Creative Direction 

AGENCY Digital Kitchen  |  ROLE Associate Creative Direction 

AGENCY Digital Kitchen  |  ROLE Associate Creative Direction 

AGENCY Digital Kitchen |  ROLE Associate Creative Direction 

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CONCEPT DEVELOPMENT

CONCEPT DEVELOPMENT

In this four part journey,  guests walk across cracking ice, travel to places untouched, and witness unique stories inside a -12°C cold room.

The following renders created across the space, helped not only to capture our narrative intent, but also inspired all the featured content that became a mix of 3D and original footage shot in British Columbia. 

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THE FACADE

THE FACADE

The enormous exterior screen inspires curiousity by showcasing photography and bringing the outdoors indoors through wideshot and macrophotography.

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THE CREVASSE

Upon entering, visitors step into a narrow mountain pass. An interactive floor reacts to their footsteps, creating the sensation of cracking ice with every step.

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THE ELEMENTS ROOM

THE ELEMENTS ROOM

From the crevasse, guests pass into a room surrounded by projections putting them at the center of original footage shot in British Columbia. These projections bring together both macro and wide photography.

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THE COLD ROOM

The center peice of the experience. Guests have the opportunity to test out Canada Goose's most popular parka in thermal -12°C temperatures. Projections inside this room craft a poetic narrative around key brand embasadors known as Goose People. 

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PRESS REACTION

PRESS REACTION

PRESS REACTION

PRESS REACTION

 

While experiential retail concepts are nothing new — the pop-up store being the most ubiquitous of examples — here, Canada Goose has produced something that’s as creative as it is risky.

REFINERY 29

 

While experiential retail concepts are nothing new — the pop-up store being the most ubiquitous of examples — here, Canada Goose has produced something that’s as creative as it is risky.

REFINERY 29

 

While experiential retail concepts are nothing new — the pop-up store being the most ubiquitous of examples — here, Canada Goose has produced something that’s as creative as it is risky.

REFINERY 29

 

While experiential retail concepts are nothing new — the pop-up store being the most ubiquitous of examples — here, Canada Goose has produced something that’s as creative as it is risky.

REFINERY 29

 

While experiential retail concepts are nothing new — the pop-up store being the most ubiquitous of examples — here, Canada Goose has produced something that’s as creative as it is risky.

REFINERY 29

Allowing only six people in at once, the immersive experience is a must try.

 

S/MAGAZINE

Allowing only six people in at once, the immersive experience is a must try.

 

S/MAGAZINE

Allowing only six people in at once, the immersive experience is a must try.

S/MAGAZINE

Allowing only six people in at once, the immersive experience is a must try.

 

S/MAGAZINE


This fully immersive retail experience is one that needs to be seen in order to believed.

 

STYLE DEMOCRACY


This fully immersive retail experience is one that needs to be seen in order to believed.

 

STYLE DEMOCRACY


This fully immersive retail experience is one that needs to be seen in order to believed.

STYLE DEMOCRACY


This fully immersive retail experience is one that needs to be seen in order to believed.

 

STYLE DEMOCRACY

CREDITS

STUDIO Digital Kitchen

CREATIVE DIRECTOR Jason Esser

ASSOCIATE CREATIVE DIRECTION (ART) Andrew Julien

ASSOCIATE CREATIVE DIRECTION (WRITER) Jeffrey Dinsmore

CREATIVE TECHNOLOGIST William Robertson

2D PRODUCTION ARTIST Peter Pak

3D PRODUCTION ARTISTS Austin Hyde | John Van Unen

 

CREDITS

STUDIO Digital Kitchen

CREATIVE DIRECTOR Jason Esser

ASSOCIATE CREATIVE DIRECTION (ART) Andrew Julien

ASSOCIATE CREATIVE DIRECTION (WRITER) Jeffrey Dinsmore

CREATIVE TECHNOLOGIST William Robertson

2D PRODUCTION ARTIST Peter Pak

3D PRODUCTION ARTISTS Austin Hyde | John Van Unen