Canada Goose
Global Footwear Launch
Immersive Brand Experiences – Elevating Retail Storytelling
2023
— Canada Goose, a luxury retail brand, took a huge step into footwear for the first time in the brand’s history. As part of their “Beyond the Parka” growth strategy, they decided to diversify their winter wear by launching a line of high-tech winter footwear. For this global launch, Canada Goose wanted to deliver immersive, and engaging integrated brand experiences at retail.
SERVICES
Experience Strategy, Digital Design, Immersive Content Creation, 3D Foot Scanning
Project Overview
Digital Experiences needed to emotionally connect with customers bringing richer storytelling, and enhanced fit experiences to retail locations.
The objective was to seamlessly blend digital within physical retail, establishing consistent themes and desired responses from customers in both the technology and content that would roll out globally.
My team explored several emerging technology solutions including, AR/VR/XR, Projection Mapping, Holographic Visualization, 3D Foot Scanning, and Spatial Reality Displays, to complement more conventional large-format DVLED walls and Interactive Displays.
Strategy
Experience Strategy Engagement
An extensive strategy helped shape the customer journey and identify the role of technology and digital experience zones for an initial retail roll-out across Canada, the US, London, Paris, Shanghai, Hong Kong, and additional locations over time.
We worked closely with LG for display technology, Volumental the leader in 3D foot scanning, and HyperVSN for 3D Holographic led fan technology. My team provided conceptual renders, animated presentations, and prototypes that we reviewed during weekly sessions to narrow down the optimal solutions. We provided detailed specifications, integration guides, and helped define costs for the various digital experiences in each location. This allowed Canada Goose to plan budgets as we shaped the customer journey for each location. As we began refining the technology, we began designing the digital experience content.
Design
We began by designing an immersive crevasse that transcends visitors to a northern adventure.
Visitors enter a narrow crevasse with rock-like walls. The floor comes to life with digital screens that simulate ice cracking as you step. Northern scents and sounds fill the space. Overhead holographic LED fans display our northern lights content interstitial.
SERVICES
Our 3D Foot Scanning Experience provides a data-rich, personalized journey—delivering better products, smarter recommendations, and higher customer satisfaction.
Our guided, interactive fit experience provides AI-driven recommendations tailored to individual lifestyle and fit preferences. In seconds, the scanner captures a detailed 3D model of both feet—powered by a machine learning Fit Engine, the platform matches each unique foot shape to the optimal Canada Goose footwear style and size, continually improving with every scan and purchase. Sales associates collect basic lifestyle inputs and email addresses, enabling real-time, personalized product suggestions and post-visit follow-up. Customers receive their full foot profile, scan, and product recommendations digitally—empowering future purchases both in-store and online.
ProJEct Images
Achievements
The footwear launch was a huge success for Canada Goose. They have expanded their footwear category as a result, continuosly adding additional footwear lines in the past few years. The digital experiences have been very successful and continue the roll-out to date. Inventory is not a problem any more either as Canada Goose is able to now offer options to buy and take home right away, have the boots delivered to their home, or even pick up at a reseller partner based on the customer’s preference. This has allowed the brand to improve the products they carry, adapt inventory levels, and even improve the design of future footwear models.
The footwear experience provides Canada Goose with a growing database of foot scans and resulting recommended products - along with confirmation on purchase or action taken by customer as the sales associate enters the outcomes of the visit and POS info is captured.
The digital experiences consitently drew customers to them, and Canada Goose have seen significant sales uplift in their featured products. The 3D foot scanning partner shared some great statistics on the success of these scanners at retail: • 85-90% Conversion rate in stores • +18% Decrease in returns • 20% Increase in footwear sales
Sales Uplift
Conversion Rate
