Montreal-based luxury outerwear brand Moose Knuckles has opened the new pop-up location in the brand’s hometown of Montreal.
The Rue de la Montagne store, next to the Four Seasons Hotel, provides fans of the brand to see an evolution of Moose Knuckles over the years in a museum-like showcase.
“Our newest Moose stores are designed by renowned designer Stefan Beckman and create a completely immersive experience into our world,” said Andrea Elliott, EVP, Direct to Consumer, Moose Knuckles. “Moose has always merged Canadian technical know-how in outerwear with a fashion edge through a global lens that makes us truly unique in the space. We welcome the opportunity to showcase our complete line to new markets across the country and the world.”
Moose Knuckles has designed the pop-up to reflect the brand’s commitment to a more ‘circular economy’. LED Lighting, responsibly harvested wood flooring, recyclable metals and glass – in fact, all fixtures in and elements in the space are designed to last and reuse as the brand expands.
“The concept of applying a tundra-inspired lens on city life struck a chord with me,” said Stefan Beckman, Set Designer & Founder, Stefan Beckman Studio. “The question was how to merge these two vastly different worlds? We had to be very sharp and purposeful with every element.”
Moose Knuckles recently opened a permanent storefront at CF Toronto Eaton Centre in November, which featured technology that was installed as part of the guest experience. RFID technology is included in every jacket, which allows consumers to interact with the environment that the garment was designed to thrive in.
Retail Insider will be covering the future expansion plans of Moose Knuckles as it continues to build the brand globally.
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