Moose Knuckles, the Montreal-based Canadian luxury outerwear and ready-to-wear label, has announced the opening of a new 900-square meter showroom in Milan, Italy.
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.
Moose Knuckles
Milan Showroom
Designed in collaboration with Motel409
2022
An exploratory and immersive space that unfolds through three key scenarios, illustrating three distinct aspects of the brand.
In line with the rebellious spirit of Moose Knuckles, unexpected material experimentations highlight the main areas of the space. A solid fabric gateway creates an all-encompassing transition between the technological and the natural realms.
A fluid and futuristic space, the club area is characterized by a seemingly floating structure, composed of hundreds of backlit PVC strips illuminating the area from all angles. A monolithic counter that houses the bar station is made from four meters of hand-beaten steel, reminiscent of a meteorite colliding onto the ground.
The Moose Knuckles showroom is used after hours as a meeting space for its tribe. Different light effects illuminate the areas creating a dramatic stage for the club and reception area, enhancing its irreverent identity.
Decontextualized materials and dystopian volumes characterise the entire space from the furniture to the finishes and architectural elements.
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.
Visually exploring the manifesto to push the boundaries, architectural elements and solid materials seem to inflate and take on a fluid nature.
“The rebellious spirit of Moose Knuckles resonated with our interest in experimenting with unconventional materials, decontextualising them and playing with mass and scale.
The result is a mix of three diverse scenarios, each characterized by a distinct physical manipulation of material yet simultaneously merging through the digital influence of altering light effects and LED screens.” - CARA \ DAVIDE
