Canada Goose to open experiential pop-up in Selfridges to help polar bears

Canada Goose is set to unveil “a unique customer experience” at Selfridges as retail and educational entertainment meet animal conservation.

The outdoor brand is highlighting its work with longstanding partner Polar Bears International (PBI) to launch The Arctic Lab, a temporary immersive experience situated within the London department store’s Menswear Atrium.

The experiential pop-up, which runs from 4 November for a fortnight, features immersive video content “dedicated to amplifying the work of Polar Bears International”, including tracking polar bears in the wild, a live Polar Bear Cam and visual overviews of PBI’s research and mission.

Inspired by the architecture of PBI’s Arctic research centres and brought to life in Canada Goose’s signature ‘PBI Blue’ jacket, The Arctic Lab also “celebrates Canada Goose’s dedication to innovation, performance and technology”.
 
It also showcases the brand’s Arctic-or-urban-ready outerwear, with a spotlight on pieces from its PBI Collection: the PBI Chilliwack Bomber and PBI Expedition Parka.

Customers will have the opportunity to customise pieces purchased from the store on-site, including the PBI logo, the coordinates of the organisation’s base in Churchill – known as the ‘Polar Bear Capital of the World’ – or the coordinates of Canada Goose’s London store location on Regent Street.

Part of the proceeds from each sale will go directly to the organisation to help support PBI’s work in addressing both short- and long-term threats to polar bears, including the biggest threat of all, climate change.