The term experience does heavy lifting with DK, encompassing incredible end-to-end brand activations, physical events, virtual environments, digital storyworld extensions, and main titles.
A memorable project for Ally was a first-of-its-kind retail brand immersion Digital Kitchen designed for Canada Goose in Toronto’s CF Sherway Gardens mall in 2019. DK transformed the store into a full-body experience titled The Journey, a chance for customers (in an increasingly online world) to touch, feel and immerse themselves in the values of the brand and products. It welcomed shoppers in a dark room with high rock-textured walls towering over a narrow path made from lit panels that simulated cracked ice underfoot. Beyond that, four themed rooms—one of which was temperature controlled to a wintry chill, ideal for testing the famously warm coats—featured winter sights on enormous screens.
“We created an incredibly immersive environment—wrapping the entire store design in bespoke and original content,” recalls Ally. “Striking a balance between the seasons, we had the opportunity to explore and film the rainforests on Vancouver Island and take helicopters up to the glaciers in British Columbia—shooting some of the most spectacular scenery. All with the goal of transporting the shopper to places where they can feel part of the story and experience.”