Canadian outdoor clothing brand Moose Knuckles are to forge ahead with plans to open a series of experimental pop up shops in London, Milan and Amsterdam this October, with the hope of expanding its global footprint.
Despite the uncertain future of analog experiences, Moose Knuckles are forging their own path by bolstering their digital efforts with a plan to provide what so many people around the world need right now – a space to connect with others!
“We recognised the shift in the consumer landscape and launched this experiential concept to meet our community in their local playground.” Marco D’Avanzo, GM & Executive VP of Global Sales, says in a statement. “The foundation of our brand has been built with grassroot, authentic and emotional ties to our customers worldwide. We are going beyond the fundamentals of taking our product to local markets. We are proposing solutions to these challenging times as it is in our DNA to bring the spirit and our energy on the road.”
With the view to target both established and burgeoning markets, by using shopping patterns, digital behaviour, e-commerce and wholesale data, the company have focused in on specific locations around the world where both demand and energy are high in a bid to strengthen relationships with both loyal and unfamiliar customers alike.
“Pop up locations will have experimental moments that will both astound and confound in a way that is uniquely Moose.” Andrea Elliot, Executive VP, Direct To Consumer says of the brands trailblazing plans. “This strategy is in line with the brand evolution and the new consumer journey that we are revealing this seasons on our ecom platform.”
International experimental design firm Bureau Betak – famous for their work with Louis Vuitton, Yves Saint Laurent – have developed a beautiful, digitally immersive concept for European stores set to open next month. Described as ‘stark and severe’ the stores environments are accentuated with iridescent gold fixtures, simulation how kinetic energy takes the form of heat and fills the world with warmth. Each pop-up meets global COVID-19 safety protocols and will feature products from the FW20 collection, including Power Puff, a brand-new line for FW20 full of reversible, machine washable puffers that redefine outdoor utility.
“Strategically, we see this year as an opportunity to prepare for our next phase of expansion.” D’Avanzo concludes. “We will continue to collaborate with the best retailers globally in order to increase brand awareness and expand globally.”
Moose Knuckles London pop-up opens in October 2020.
