Canada Goose’s new “Journey” store has no inventory and one huge snowstorm. Instead of filling its new location with merchandise, the Canada-based company is going full experiencification with simulations of freezing temperatures, ice, and weather conditions. Visitors can choose a jacket of their choice and test it by entering Arctic “cold rooms” that feel like walking into a blizzard—one with actual snow. If satisfied, consumers can order the items via touchscreen to be delivered to them the next day. According to the brand’s CEO, “What’s really important is the experience, and to be experimental,” because retail is changing. (CNBC)
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