The flagship was designed as a materially grounded environment that translated the brand’s visual and cultural language into physical form. Spatial decisions emphasized durability, circulation, and repeated use, allowing the space to function under daily retail conditions rather than as a temporary installation.

Custom elements were developed specifically for the store, including concrete floor tiles cast from Canadian tree trunk sections, upcycled fur trims integrated into the central hangrail, and bespoke fixtures designed to support both display and storage. Lighting, sound, and scent were treated as structural components of the environment, including a custom room fragrance and curated music playlists.

Back-of-house systems were designed in parallel with the public-facing space, ensuring that staff workflows, inventory handling, and maintenance were integrated into the overall spatial logic.

Responsibilities

• Creative direction for the flagship retail environment

• Translation of brand identity into spatial and material systems

• Oversight of custom fixtures, finishes, and architectural details

• Direction of in-store sensory elements (lighting, sound, scent)

• Design of storage and back-of-house systems

• Collaboration with architects, fabricators, and retail operations teams

Outcome

The Toronto Flagship Store established Moose Knuckles’ first physical retail presence and supported the brand’s transition into a higher-end retail context. Following the opening, the brand expanded its physical representation internationally and secured placement within major luxury department stores.

The store functioned as a long-term public interface for the brand, accommodating daily use while maintaining material and operational coherence.