It’s all about location, location, location

Being in the right spot is key

Canada Goose store berlin kurfürstendamm window

Kurfürstendamm is a nearly three kilometer long luxury shopping boulevard, home to stores from Bottega Veneta, Saint Laurent to Chanel. Canada Goose CEO Dani Reiss has decided to position his company in the same realm. In fact, his big idea for his family business Canada Goose is to be a luxury performance brand. Hence, he is on a mission to conquer Europe by opening a major flagship in Paris on the corner of rue St. Honoré and rue Rivoli in the prestigious first arrondissement last year and now here. Berlin is the first store in Germany and number four in Europe after Paris, Milan and London.

The Ku’damm space features details of the company’s Artic heritage with pieces created by artists from the North of Canada that depict the changing seasons and traditional Inuit life. The Canadian DNA is not only a marketing mission for Reiss but he also puts his money where his mouth is. All down-filled Canada Goose jackets have been made at home from day one and now in eight wholly-owned factories across Canada in Manitoba, Ontario and Quebec. Let’s simply believe that it’s so cold in the North of Canada that they know how to make the warmest parka on Earth.

Customization has been a key driver in the luxury world and Canada Goose shows that even parkas can be personalized. From the sleeves to the inside or outside pockets, to the shoulder area and collar, clients can choose their own reflective fabric to host their initials or geographical coordinates.

Proving that Reiss follows what’s happening in the fashion world, he also recently unveiled a collab with Glenn Martens from Y/Project.

Y/Project x Canada Goose Capsule Collection launched in stores on October 2020. (Photo by Giovanni Giannoni).

Together with artist Aino Laberenz who embodies the spirit of creative Berlin and photographer Christian Werner, we took some Canada Goose parkas on a trip through Berlin with a portfolio to be unveiled here on December 7th.

Canada Goose Camouflage brown leaves photo

Stage and Costume Designer Aino Laberenz wearing Canada Goose shot by Christian Werner in Mitte-Berlin.

Canada Goose Camouflage jacket statue green

 Aino Laberenz wearing Canada Goose at the Museum Island.