Moose Knuckles expands into U.S.
with NYC store fitout by Shawmut
Just in time for winter, Shawmut Design and Construction, a $1.4 billion national construction management firm, has completed the first U.S. flagship store for Canadian outerwear retailer Moose Knuckles. Located at 57 Greene St. in SoHo’s Cast Iron Historic District, the space comprises 7,000 sq. ft. across two floors, including a sublevel “secret” VIP room.
Shawmut renovated and fit out the space within 12 weeks. Shawmut and a design firm worked closely with Moose Knuckles to create an environment that integrates high-end interiors with advanced technologies. The store, which opened Nov. 7, offers a unique shopping experience that translates the brand’s ethos to reality, introducing it in a new way to the U.S. market.
“To drive traffic, retailers have to foster a sense of discovery that extends beyond basic transactional purchases,” says David Margolius, VP of retail at Shawmut. “Moose Knuckles’ SoHo store embodies this concept, using every inch of space to create a brand touchpoint. The team leveraged our extensive network of artisans to align with the brand’s vision, exemplified in the product display cases that double as artwork.”
Shawmut brought the store to life through work on notable features including end-grain wood floor tiling, track and recessed lighting, freestanding and in-wall glass casework, and metal hangbars suspended by leather straps. Focal points of the new space include Blue Bahia Marble Vitrine display cases, a snow-white terrazzo floor, and mirror ceilings. Shawmut preserved two prominent elements of the pre-existing space—the cast-iron columns and marble staircase—cleaning and sealing the columns and refreshing the staircase handrails and stringer with a black satin finish.
The shopping experience is enhanced with multilevel screen displays, one of which livestreams the Northern Lights. Shawmut oversaw the installation of an LED wall measuring 20 ft. wide and 15 ft. high and another wall with two rows of five 65-in. screens. The unique fitting rooms have a one-click privacy setting, which changes the see-through glass to fogged. A VIP room hidden in the basement creates a mellow and cool ambiance for guests to relax.
In addition, the store boasts a two-story kinetic feature that encompasses a running train model, moving gears, a miniature replica of Drake on Toronto’s CN Tower, and a dumbwaiter that transports Moose Knuckle coats from the lower level to the main floor.
Shawmut’s work on Moose Knuckles represents the latest in the firm’s portfolio of retail destinations in New York City. Recent projects include Mark Cross on Madison Ave, PUMA’s Fifth Ave flagship, Everlane’s Williamsburg location, and PANDORA, Forty Five Ten, and Watches of Switzerland in Hudson Yards.