As part of their global ‘Sacred Glacier” campaign, Canadian outdoor brand Moose Knuckles anointed cities across the world with a deadly sin. For London, it is ENVY. The campaign plays with the idea that beyond these sins there is a sacred space where “Real Life Awaits”. As part of the Future Fantasy season at Selfridges London, Adam and Youngson take over one of their windows for Moose Knuckles, with an arctic exploration of space, light, and one of our darkest vices. In-store, they take this concept further, staging a hyper-real digital and sculptural pop-up installation where nature and simulation collide.
Selfridges pop-up and windows for Moose Knuckles designed by London based creative agency, Adam and Youngson.
Photography credit Andrew Meredith.