Friday, 5 June 2020

Moose Knuckles SoHo flagship wins NYCxDesign Award



Canadian luxury outerwear brand Moose Knuckles' first U.S. flagship in New York's SoHo neighborhood has won the NYCxDesign Award, an award honoring outstanding architectural and design projects, in the Large Retail category.

The flagship was built by Shawmut Design and Construction and was designed by O’Neil Langan Architects.

The store's ground level features a variety of installations, including a miniature replica of Drake on Toronto’s CN Towerand and a two-story Rube Goldberg-inspired kinetic fixture.


Throughout the store, custom display vitrines house various product categories from the brand's men's, women's, and kid's lifestyle collections, building "a story around every corner for the store," the brand said. Other interior features include bespoke grain wood tiles and reclaimed cast-iron columns.

The store's cellar level houses a "VIP room," decorated with "red velvet walls, luxe fabrics and fine upholstery," the brand said. 

The front of the flagship's ground level is adorned with custom gold glass, mirror polished stainless steel, and a multi-level screen to the right of the store broadcasting a live stream of the northern lights.

“To drive traffic, retailers have to foster a sense of discovery that extends beyond basic transactional purchases,” said David Margolius, Shawmut‘s executive vice president.

“Moose Knuckles’ SoHo store embodies this concept, using every inch of space to create a brand touchpoint.”

“In today’s retail landscape, it’s vital for us to have a direct connection with our consumers,” said Ayal Twik, CEO of Moose Knuckles.

“We couldn’t have chosen a better space to open our first U.S. store. This city embodies what Moose Knuckles is all about. It’s raw, it’s real and it’s one of a kind. We’re thrilled to have consumers enjoy the Moose Knuckles universe in real life.” 

The award winners were selected by a jury of design industry leaders. This year’s winners were announced by Interior Design magazine editor-in-chief, Cindy Allen, via a livestream ceremony. 

Other honorees in the Large Retail category included the Puma North America flagship by Design Republic; the Nordstrom flagship by James Carpenter Design Associates, CallisonRTKL and Nordstrom; and the JPMorgan Chase flagship by Spectorgroup.

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