An anti-retail cabinet of curiosities for an anti-brand
MOOSE KNUCKLES | Yorkdale Shopping Centre, Toronto
completed November 2017
size 2,788 sf
photos A-Frame Studio
Contributing Shop! member:
Unique Store Fixtures some of the millwork
Emerging as the “idiosyncratic brand for those in an unapologetic pursuit of independent expression and creative freedom,” Moose Knuckles’ first store concept encapsulates the “wild and free” brand’s “anti-brand” stance. A firm move away from all traditional retail design cues allows a modern rebellion to take shape in this showroom-meets-experience concept. The unapologetic nature of the brand starts at the lease line, where the view into the store is purposefully obstructed by a form. The form, a 3D extraction of a distorted Moose Knuckles logo, cleverly disguises the cash point and changing room.
To showcase the artistry of Moose Knuckles’s collections of outerwear, bags, and accessories, everything in store is custom designed and proprietary to the Moose Knuckles brand identity. Tall custom mirrored glass fixtures present garments like precious artwork, contributing to the feel of a “cabinet of curiosities.” A floating rack for coats and jackets is wrapped with fur and hung from the ceiling by black leather straps. Minimal merchandise is set against walls covered with hot-rolled steel panels, glowing LED, black ceilings, and flooring of end-cut black locust block. The interior contrasts manufactured design polish with the raw beauty of nature, referencing extremes of warm and cold.
With minimal inventory on the sales floor, the space is an open-concept environment with sculptural points of memory. These distinctive points of memory in an “anti-retail” environment become a brand signature that will evolve in concept with every new location.
The space unifies the “Moose Knuckles tribe” in an environment appealing to both men and women. Designed for flexibility to host events, the open-concept store encourages conversation and community.