The Journey: A Canada Goose Experience
Canada Goose has opened its first inventory-free concept store in Toronto. Dubbed 'The Journey: A Canada Goose Experience', the store is an experiment designed to push the boundaries of e-commerce and retail.
Customers are able to shop Canada Goose performance luxury apparel through digital content, interactive product displays, and its award-winning Cold Room with the promise of same-day home delivery.
'The Journey' begins as guests step through a two-story glacier façade. Next, guests walk through the Crevasse, which features digital panels made to create the sound of ice-cracking beneath their feet. "You're entering a new world. You're entering the world of Canada Goose. You're entering the Arctic." according to Dani Reiss, president & CEO of Canada Goose.
Then there's The Elements Room, surrounded by floor-to-ceiling screens projecting videos of wilderness scenes, changing with the seasons.
From there, customers put on some of the only parkas in the store and move into the Cold Room, where products can be tested in temperature set at -12 degrees Celsius, while being surrounded by floor-to-ceiling Arctic landscapes – and real snow.
The experience ends with an employee, who's been acting as a personal tour guide, helping the customer shop online via touchscreen.
"In retail, experience is everything – and trying on a Canada Goose jacket for the first time is a powerful experience. This new store amplifies that moment by creating an environment that digitally and physically transports people into the Arctic in innovative, surprising, and inspiring ways," said Dani Reiss, president /amp] CEO, Canada Goose, in a statement.
The Journey: A Canada Goose Experience
25 The West Mall
Toronto, Ontario M9C 1B8