Moose Knuckles opens first U.S. store in SoHo

By

Robin Driver

Published
Nov 18, 2019

Canadian outdoor lifestyle brand Moose Knuckles has chosen New York’s SoHo neighborhood as the location for its first U.S. flagship, an immersive retail space spread over 3,500 square feet.
 

Moose Knuckles fans will be able to shop the brand’s complete range of products at the store, which channels the label’s signature subtle exuberance.
 
Designed by Steve O’Neil of O’Neil Langan Architects, the space combines bespoke wooden tiles and reclaimed cast-iron columns with unique art installations, including a two-story kinetic fixture which is inspired by the works of Rube Goldberg and incorporates hockey sticks, railcar tracks and an eight-ball Newton’s cradle.

The storefront features custom gold glass, mirror-polished stainless steel and a multi-level screen showing a live stream of the northern lights.
 
Upon entering the location, shoppers will be greeted by custom plasterwork depicting a birds-eye view of glaciers. The first floor also features custom display vitrines and houses Moose Knuckles’ men’s, women’s and kids’ collections, including the brand’s fashion and main lines.
 
Heading downstairs, customers will find an invite-only VIP room in the cellar, decorated with red velvet walls and fine upholstery.
 
“In today’s retail landscape, it’s vital for us to have a direct connection with our consumers,” said Moose Knuckles CEO Ayal Twik in a release. “We couldn’t have chosen a better space to open our first U.S. store. This city embodies what Moose Knuckles is about. It’s raw, it’s real and one of a kind. We’re thrilled to have consumers enjoy the Moose Knuckles universe in real life.”
 
Moose Knuckles’ SoHo flagship is now open at 57 Greene Street, NYC.