MOOSE KNUCKLES OPENS A NEW EXPANDED SHOWROOM IN MILAN AS PART OF EMEA STRATEGIC GROWTH STRATEGY
Moose Knuckles, the Montreal-based Canadian luxury outerwear and the ready-to-wear label has announced the opening of a new 1000-square-meter showroom in Milan, Italy.
“We couldn’t be more excited to announce the opening of our new EMEA HQ and Showroom here in Milan, says Marco D’Avanzo, Moose Knuckles’ Executive Vice President of Global Sales and General Manager. “This city has been home to our team since the beginning of our international journey only five years ago. This beautiful space puts our best foot forward to solidify our presence in the region,” D’Avanzo continues.
The new showroom was designed in collaboration with Milan-based design firm CARA \ DAVIDE and creative agency Motel409, known for its prominent portfolio of work with other luxury fashion houses such as Ermenegildo Zegna, Aquazurra, and Tod’s. CARA \ DAVIDE is led by acclaimed interior and product designers Cara Judd and Davide Gramatica, known for their experimentation with textiles and techniques that capture the essence of contrasting terrains.
The showroom also serves as a multifunctional recreational space designed to bring to life the rebellious spirit of the Moose Knuckles brand DNA. “It sets the tone for the unique experience we want our customers and partners to enjoy with us, as we level up our brand narrative and build a multichannel presence to satisfy the growing demand. We envision this space to become a creative hub to support and partner with emerging talents, which has been part of the brand mission since the early days,” D’Avanzo states.
Located in the design-centric Tortona district of Milan, the showroom was inspired by the concept of “Neo-nature,” a blend of the vast, barren landscape of the Canadian Arctic tundra and the metropolitan, technological streetwear world.
The entrance of the showroom invites visitors to a space that represents physical and mental regeneration. From above, the ceiling is covered with nearly 100 square meters of LED screens, depicting celestial movements that give the illusion of being under a Canadian starry sky, drawing the visitor into a state of complete immersion in nature. The wall on the opposite side of the waiting area displays the brand’s manifesto which proudly concludes with the line “Find Your Fearless,” to invoke the bold Canadian spirit and presence Moose Knuckles has in the bustling, metropolitan world.
Once welcomed inside, visitors walk through a floor-to-ceiling cave made from environmentally conscious materials, giving the space an all-encompassing transition between the artificial and the natural realms. The cave gives access to the third and main area of the space, the club.
A futuristic space, the club area is characterized by a hand-beaten steel bar station surrounded by hundreds of backlit PVC strips illuminating the area from all angles. Everything within the design of the space of the Moose Knuckles showroom responds to the two core elements of the brand: its Canadian performance-driven cold weather functionality and irreverent identity.
Moose Knuckles’ new European showroom is just one important component of the brand’s significant global expansion over the past year. This year Moose Knuckles upgraded its Montreal Headquarters and opened a new office in the heart of the Soho district of New York City as well as in the Jing’an district of Shanghai, China, supporting the brand’s ambition as a global leading player in the international luxury space.
The Milan-based European Moose Knuckles team has its sights on continuing to attract great talent to join its team to build its e-commerce business in the region and grow key strategic markets like UK, France and Germany. The team is also managing the brand’s expansion in new territories such as the Middle East and Eastern Europe in addition to plans for new partnerships in Turkey, Mexico, Southern America, Australia and New Zealand.
Showroom Images by Alecio Ferrari Marco D’Avanzo Portrait by Francesco Lucifora