At precisely the moment the temperature in Toronto went from “enjoyable crisp fall” to a more frigid, “winter has definitely arrived” kind of feel, Uniqlo Canada aligned itself perfectly with the weather for Down For Winter, an experiential activation at Yonge-Dundas Square.

From Nov. 1 until Nov. 3, the Japanese retailer created a mini pop-up shop to give visitors a closer look at its ultra-light down jackets. In a three-station design with staff on hand, the compact, water-repellent outerwear was on display and ready to be worn, or “test-driven,” according to the company, in an experiential “polar ice box.”

The box, a converted shipping container decked out with wall-to-wall mirrors, looked a little like what we imagine Elsa’s closet might entail complete with ice blocks and a chilly -10 degree atmosphere. Participants were encouraged to try on a Uniqlo jacket and hang out inside to determine the coat’s ability to keep you warm in the frigid air.

#DownForWinter drew hundreds of impressions on social media and a Uniqlo camera captured the action onsite where participants were also invited to enter a draw to win Uniqlo prizes. Dentsu Aegis Network, DentsuBos and Isobar Canada worked collaboratively to make the installation come to life.