Toronto Flagship Store

November 2017 | Design, Visual Identity, Programming, Event Production

As Creative Director of Moose Knuckles, I worked with the esteemed architects at Burdifilek to create a store concept that distilled the brand’s unique identity into an elevated retail experience.

As Moose Knuckles’ first permanent freestanding store, it would span more than 2,750 square feet in Yorkdale Shopping Centre—one of North America’s highest-selling and most upscale malls.

After the company became public in subsequent years, the Yorkdale flagship would come to inform retail rollout worldwide, including New York’s Soho. As an important blueprint for the global direct to consumer strategy, our concept featured the full depth and breath of the product assortment with an innovative storage and display system.

From the material pallet, soundtrack, scent, digital display content and staff handbook, I worked to define the stylistic and creative aspects of an entirely new business model, now worldwide.