DISCOVER PROJECT
Moose Knuckles
Immersive Cove
Branded Storytelling
2024
Project Overview
Moose Knuckles 4,500-sq.-ft. flagshiop at CF Toronto Eaton Centre, one of the most heavily trafficked malls in Canada, delivers immersive branded storytelling and highlights the innovation behind it's outerwear.
Taking over an existing lease with an accelerated opening timeline, Moose Knuckles sought to maximize design impact, minimize structural changes, and deliver elevated, engaging customer experiences.
A round fitting room vestibule at the rear of the store required redesign to relocate fitting rooms and back-of-house functions while minimizing structural changes. Our concept reimagined the space as an immersive showcase destination.
Strategy
Experience Strategy Engagement
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 with an aggressive timeline and budgetary constraints that were countered with a desire to create an immersive room that would attract and engage customers.
CREATIVE TECHNOLOGY
A seamless angled LED wall made of eight panels, set at 142.5° fill the cove. A refelctive ceiling, floor, and mirrors along the side walls positioned at precise angles enhance depth and create an immersive environment.
We provided complete experience strategy, design, and content creation for an immersive cove destination that draws customers in, surrounds them with branded visuals, and transports them to virtual environments to deliver engagement. NFC in the outerwear triggers custom content we created that highlights the cold temperature rating and warmth each jacket provides.
Final Design
This shared reality space immerses customers through custom content that adapts based on product preference.
RFID sensors in each jacket trigger custom designed motion graphics content specific to the climate rating of the winter-wear, allowing customers to personalize their experience.
ProJEct Images
Achievements
The digital experiences in the Immersive Cove have been very successful and became a destination at TEC. Staff loves taking customers into the cove with a jacket in hand, and watch customer's faces light up as the NFC tags in the apparel trigger custom content.
The experience helped achieved a 78% increase in user engagement, reflecting the captivating and intuitive design that drew users into the cove. Additionally, the store saw an 18% sales uplift in the months following the experience launch.
These achievements highlight the effectiveness of immersive retail design and implementation strategies, showcasing the project's ability to push the boundaries of user experience and functionality.
User Engagement
Sales Uplift
