Canada Goose
Henry Poole
Steamer Trunk

In-House Services

Concept Development
Digital Prototyping
Project Management
Installation

Project Deliverables

Millwork + Cabinetry
Lighting and Backlighting
Custom Fabrication
Installation, De-installation, and Travel

Getting Classic and Creative With Visual Merchandising

Canada Goose asked us to bring a design they already had in mind to life: an old-school, leather-bound steamer trunk that was part in-store display, part product showcase. They had recently partnered with Henry Poole, an iconic Saville Row Tailor, and wanted to create an in-store display and experience that celebrated classic British tailoring and the upper-crust vibes it evokes.

Upscale Visual Merchandising Design for Canada Goose - Central Station

We went to work sourcing visual cues to evoke a tailor’s shop: sample boards of the fabrics and colour swatches, large spools of tailor’s thread, tailor’s shears, thimbles and tailor’s chalk. We wanted to make sure these props were properly displayed, so we created lightboxes inside the trunk so they would be backlit and highlighted. We built another bespoke cabinet to display and light the Canada Goose x Henry Poole jacket, then bound the entire trunk in leather with accents of velour and upholstery at the perimeters — because any tailor will tell you that the details matter. The finishing touch was a large cut-metal logo for the back of the trunk, and it was ready to hit the road!

Taking visual merchandising design on the road

Canada Goose wanted to take this trunk on tour for exclusive fitting appointments across North America to elevate each customer’s experience. So, we had to make sure the entire thing, with all the props, lightboxes, and custom displays, could easily be packed up and transported. We installed custom hinges so the trunk could be folded in half and sealed shut, then sent a crew on the road with it to make sure it was safely installed and packed up at each stop. Our steamer trunk set sail from Yorkdale in Toronto to SoHo, New York, to Bergdorf Goodman in New York and Boston, before finding its home at the Canada Goose Head Office.