Canada Goose brings nature indoors with Manchester pop-up installation

By

Nigel TAYLOR

Published
Oct 13, 2021

It’s a European first and it’s landed in Manchester. Canada Goose has taken the pop-up store route to launch a “unique outdoor experience” with its ‘Live in the Open’ installation taking temporary space in the city’s New Cathedral Street shopping district.

Consumers’ senses are being treated to ‘Canadian Warmth’ with the luxury outdoor lifestyle brand introducing a storytelling platform “that represents a state of mind – living bravely, openly, and joyfully”, we’re told.

The platform “inspires the community to connect with the world around outside, as well as the people and places that show their true nature, bravely breaking new ground". 

The pop-up’s concept revolves around elements of nature and creates a sensory experience for guests through sight, sound and touch, “complementing Canada Goose’s renowned apparel that enables people to thrive in the world outside”. 

The store design showcases impactful visuals, entitled the ‘Life of Forests’ by photographer Brendan George Ko, and features a mix of leafy foliage throughout as reference to the Canadian wilderness. 

A nature-inspired audio recording with sounds of forest bathing, produced by artist Joseph Murray, also “creates a fully immersive experience. 

Also, to celebrate the opening of the pop-up store and Live in the Open concept, Canada Goose has curated a special outdoor experience for locals too. Nearly half a million wildflower seeds, such as Meadow Buttercup, Musk Mallow and Self Heal, are embedded in leaflets attached to billboards around the city for people to discover. 

Passers-by are encouraged to interact with the installations, taking the leaflets, filled with seeds, away to plant straight into soil, given the 100% compostable material. Once all of the seeds had been collected, a creative visual that illustrates the Live in the Open ethos was revealed. 

Additional leaflets are available at the pop-up store, offering consumers more ways to engage with the outdoors.

The Manchester store, of course, also presents a broad product assortment for all seasons “built for the city’s classically oceanic climate and cooler Northern temperatures”.

For autumn, the brand has expanded the line with a new style, the Puffer, also crafted with recycled Feather-Light Ripstop fabric. The womenswear collection delivers a variety of new fashion-forward silhouettes, colourways and fabrics, including the brand’s latest material innovation: durable and ultra-soft Performance Satin. 

Also launching this season, across both womenswear and menswear, is the Pastels collection, which is a highlight of the Live in the Open Pop-Up.