Canada Goose heated up the 2016 Sundance Film Festival with its first-ever pop-up shop.
The luxury outerwear brand, a favourite among Hollywood celebrities and filmmakers shooting in cold locations, has sponsored Sundance since 2013. As the “official outerwear sponsor,” the brand has provided filmmakers and jury members with customized jackets to keep them warm throughout the festival.
This year, Canada Goose became a presenting sponsor and significantly improved its footprint at Sundance. In addition to creating a special-edition Brookvale Jacket for directors and jury members, Canada Goose opened a 1,100-sq. ft. pop-up shop on Main Street in Park City, Utah for the 10-day festival.
The store was stocked with a wide assortment of Canada Goose’s most popular styles, celebrity favourites, and the latest pieces from its fall 2015 collection. Shoppers received personalized fittings, style advice and free delivery to their home or hotel in Park City.
“Sundance was the perfect backdrop for Canada Goose’s first-ever pop-up,” said Kevin Spreekmeester, CMO at Canada Goose. “We’ve worked with the film industry for more than 30 years, both on and off-camera, and our products have been featured in over 200 films… The pop-up gave festival attendees an opportunity to discover the season’s new styles, learn more about our story, and shop directly in-store for the first time.”
As part of its sponsorship, Canada Goose also opened Festival Base Camp, an 8,000-sq. ft. hub that gave attendees – consumers and stars alike – a welcoming place to eat, drink, relax and be entertained.
While this was Canada Goose’s first pop-up location, the brand works closely with its retail partners to create unique shopping experiences for customers, said Spreekmeester.
For example, in December, Canada Goose launched a pop-up collection at Selfridge’s flagship store in London, U.K. The brand transformed an area of the menswear department into an Arctic-inspired space. It featured the latest Canada Goose collection and viewings of Out There, a short film directed by Paul Haggis that’s at the centre of Canada Goose’s new global brand campaign.
Canada Goose was also a part of Nordstrom’s shop-in-shops program last fall, featuring exclusive product and an ice sculpture photo frame activation to generate social media buzz.
“We’re always looking for exciting new ways to share our brand with our customers and will continue to do so,” said Spreekmeester.
