Canada Goose’s Concept Store Has No Inventory But Plenty of Experiences

Jamie Grill-Goodman
Editor in Chief
Jamie goodman
An immersive entryway made up of digital glass flooring and active sensors detects footsteps across the display, simulating walking over cracking ice.

Canada Goose has opened an innovative new retail concept store dubbed The Journey. The first of its kind for the retailer, The Journey offers a fully interactive and experiential environment, where shoppers won’t find inventory, but will be immersed in the “spirit of the outdoors.

Floor-to-ceiling Arctic landscapes are displayed through digital content, real snow and a temperature that goes as low as -20 degrees Celsius.

As shoppers enter the store they step through a two-story glacier façade and once inside walk through the crevasse where they hear the sound of ice cracking beneath their feet. Inside the "Elements Room" 60-foot wide curved displays project 4K content, putting shoppers in the heart of nature and on a journey through sweeping landscapes, which change seasonally.

While the store, located in CF Sherway Gardens, in Toronto, Canada, doesn’t carry inventory, shoppers can experience the retailer’s apparel goods through digital content, interactive product displays, and the next generation of its Cold Room. It offers appointment-based service, available in-store upon request, and customers can purchase the full assortment of Canada Goose products online and in most cases have orders delivered to doorsteps the same day.

Sixty-foot wide curved displays project bespoke seasonal landscape content.

In the Gear Room, shoppers can trial jackets to wear in the Cold Room where they are digitally transported to the Arctic. With the temperature set at - 12°C, shoppers are surrounded by floor-to-ceiling Arctic landscapes – and real snow. The experience offers two original films, which change seasonally and are narrated by four-time Yukon Quest and Iditarod champion, Lance Mackey, and Indigenous activist and artist, Sarain Fox.

The retailer’s Snow Mantra parkas are displayed with interactive "hotspots," which allow guests to explore specific functions and features of the parkas. For shoppers who live or are visiting the Greater Toronto Area, products purchased before 1:30pm will be delivered to them the same day.

Digital "hotspots,” allow guests to explore specific functions and features of the iconic Snow Mantra parkas.
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