Moose Knuckles
Augmented Spatial Design
Extended Reality Experience
2022
— As part of a major store expansion, luxury outerwear brand Moose Knuckles wanted to deliver integrated brand experiences across it's premium flagships. Known for a rebellious attitude and brazen branding, they wanted to create something truly unique and make a bold statement.
SERVICES
Experience Strategy, Content Creation, AV Design Oversight
Project Overview
Moose Knuckles 2,580-sq.-ft. flagship at CF Pacific Centre showcases the brand’s premium luxury outerwear and celebrates its commitment to building authentic community through partnerships with culture creators.
With an ever evolving mix of featured "creative trailblazers" who shape trends, not just follow them, Moose Knuckles needed a digital strategy to quickly adapt content but wanted to deliver something truly engaging.
Often times micro-influencer collaborations with anticipated product drops that generate buzz happen faster than merchandise is available in store. The store-front window needed to become a living canvas able to amplify the branded storytelling while providing visibility into the store.
Approach
Exploring 3D character concepts
Our team collaborated with Moose Knuckles to identify digital experience goals and objectives. We identified optimal technology solutions and provided a content strategy to maximize it's potential.
Moose Knuckles challenged us to deliver a digital experience that would celebrate the brand, deliver larger-than-life motion-rich content, while ensuring we maintained full visibility into the store. It was important that store staff and customers where able to see the outside of the mall and that our experience was minimalistic and did not require much floor space.
Creative Technology
We took a rewarding risk with a new to market display technology. This completely custom solution was the first transparent led film installation of its kind in Canada.
We paired an LG 14mm Transparent LED Film cladded storefront window with a 98” portrait 4K LED screen on the opposite window. Content is synchronized across the two screens to create an extended canvas.
Final Design
The experience stops mall visitors in their tracks. It attracts consumers into the store and helps Moose Knuckles engage them with branded storytelling, evolving campaigns, and rich motion graphics content.
Adapting the content to a lower-resolution pixel pitch LED technology and maximising it's transparent properties was challenging. Finding the optimal balance of negative space and visuals for this medium was a learning curve for our creative team. The end result provided an amazing and unique canvas that provides awe and engagement.
ProJEct Images
Achievements
The experience was an extremly well received by store staff and customers. This installation led to increased adoption for transparent discplay for many retail brands.
The augmented storefront provides transparency into the store with layered content that comes to life on a unique canvas. The content blends beautiful photography, fashion video, and custom motion graphics specifically created for this medium.
This successful flagship design led to additional experiences with Moose Knuckles at various other locations. My team continues to update the content on this experience helping them attract, engage, and build brand advocacy with its customers.
audience engagement
Increased Traffic
