The Canadian luxury label for outerwear and sportswear Moose Knuckles, based in Montreal, has opened a new 1,000 square meter showroom in Milan. The new European showroom is an important part of the global expansion plans that the brand started about five years ago. From Milan, the company intends to expand into other regions in the future, such as the Middle East and Eastern Europe, as well as establish new partnerships in Turkey, Mexico, South America, Australia and New Zealand.
The overall spatial design of the Moose Knuckles showroom will reflect the two core elements of the brand: performance and weatherproofing, as well as an “irreverent identity,” according to the company in a press release. The design of the showroom is sometimes reminiscent of the vast, barren landscape of the Canadian arctic tundra and sometimes of the metropolitan, technological world of streetwear.
The showroom also serves as a multifunctional recreation room. “He sets the tone for the unique experience we want our customers and partners to have with us as we expand our brand narrative and build a multichannel presence to meet growing demand. We envision this space becoming a creative hub to support and collaborate with emerging talent, which has been part of the brand’s mission since the brand’s early days,” explains Marco D’Avanzo, Executive Vice President of Global Sales and General Manager of Moose Knuckles.
The new showroom was designed in collaboration with the Milan design office Cara Davide and the creative agency Motel409.