Moose Knuckles debuts new store concept in Atlanta

By

Jennifer Braun

Published
Nov 23, 2022

Canadian luxury outerwear and ready-to-wear label Moose Knuckles unveiled on Friday a new store concept in Atlanta. 

Located in the city’s Lenox Square, the new store concept, conceived in partnership with Tokyo-based architectural firm Curiosity, was inspired by the freedom of urban winter life and aims to illustrate the Moose Knuckles world and its cold weather technology. 

The 3,000-square-foot store is designed with contrasting materials such as natural finishes of Canadian oak and textured stones, juxtaposed with concrete floors and metallic mesh partitions. Likewise, a wall was designed to mimic the brand’s logo, while also highlighting the label’s core FW22 Icons collection. 

Store features include the 'Moose Cocoon', an inviting fabric sphere illuminated with light from within, flanked by mannequins, welcoming customers into the store. It also includes floor-to-ceiling digital screens that double as mirrors. The screens showcase the Canadian tundra and urban nature, or can simulate immersive brand-related experiences when customers try on the label’s RFID tag-equipped styles. 

“As global luxury consumers return to in-person shopping, Moose Knuckles is exploring new ways of enhancing the shopping experience in our boutiques,” said Andrea Elliott, Moose Knuckles EVP of direct-to-consumer. 

“Physical stores are an important distribution channel for Moose and allow us to develop memorable moments with customers, share important product knowledge details and features of our incredible outerwear, along with creating personal fit sessions to get them the perfect piece for their lifestyle.”

The Montreal-based company has been growing its retail footprint for over a year. The Atlanta store marks the brand’s 11th store in the U.S. while it also operates locations across Canada and Europe. 

The Atlanta store is positioned in a high traffic location, and is expected to strengthen the brand’s visibility to new customers in the United States.