Surviving the quasi-cold of an Upper East Side autumn... requires Canada Goose's $1,000 coyote fur-lined jackets. The Canadian coat-maker's stock has doubled since its 2017 IPO, but the next three months — which make up 40% of its sales — are critical. Cue: "The Journey."
Sounds like a Christian Bale movie... "The Journey" is actually a new Canada Goose store in Toronto that's more Disney ride than fancy mall shop. Here's how the location's multisensory experience goes down:
- "The Crevasse" (that's what the Goose calls it): You enter a narrow hallway surrounded by rock walls, hear Arctic sounds, and see images of ice cracking under your feet.
- "The Elements Room": The only lame room — you watch nature videos and see some Canada Goose coats that cost more than your rent.
- "The Gear Room": Modeled after Norway's apocalyptic vault housing all the world's seeds, The Gear Room is where you actually put on a Canada Goose coat.
- "The Cold Room": Test-drive that Goose parka in a 10-degree room that actually snows, enjoying Arctic conditions while tucked within a thousand-dollar, down-stuffed coat.
Sensational is the new experiential... This new Canada Goose spot doesn't even carry the product in-store — that's how focused it is on the experience. It's an Arctic theme park meant to awe.
- Experiential retail: The NYC Allbirds store includes a human hamster wheel (so you can try the shoes), while Casper's "The Dreamery" lounge sells $25 naps on its mattresses in futuristic sleeping pods.
- Sensational retail: Canada Goose puts you in a near-death situation, burning I need this jacket to survive into your psyche. Not to mention the Insta stories you'll tell.
PS: If you order a parka by 2pm on the day of your visit, they'll mail it to you by the next day. Hopefully you'll have warmed up by then.