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Canada Goose opens a chill new concept store

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Canada Goose has unveiled a new concept store, which it is calling The Journey.

Canada Goose is bringing the great outdoors inside with the launch of a new concept store.

The luxury outdoors brand has launched ‘The Journey,' an innovative new retail concept, in Toronto, Canada.

The space focuses on immersive experiences, using digital content and interactive product displays to help customers explore the label's performance luxury apparel, which is designed with the demands of Arctic conditions in mind.

The store is fronted by a two-story glacier façade, which guests walk through to the sound of ice cracking beneath their feet. Inside, 60-foot wide curved displays project bespoke 4K content that focuses on nature and will change with the seasons, and a next-generation ‘Cold Room' lets shoppers test out Canada Goose jackets at -12°C, surrounded by real snow and floor-to-ceiling Arctic landscapes. For those who want to spend, personalized shopping experiences are available, and same-day delivery can be arranged within the Greater Toronto Area.

"In retail, experience is everything -- and trying on a Canada Goose jacket for the first time is a powerful experience," said Dani Reiss, President & CEO, Canada Goose, in a statement. "This new store amplifies that moment by creating an environment that digitally and physically transports people into the Arctic in innovative, surprising, and inspiring ways."

Canada Goose has been focusing on boosting its retail presence this year, adding six new stores to its global operations, with several featuring the innovative ‘Cold Room.' The brand, which was founded in 1957, has seen its performance luxury apparel, created with the demands of the Arctic in mind, soar in popularity in recent years.