Beyond Ice: What the Canada Goose Arctic Gallery Taught Us About Storytelling That Matters

Always Build
Aug 19
3 min read

When the Canadian Museum of Nature invited us to contribute to the Canada Goose Arctic Gallery, it was a moment of pride—but more importantly, it offered a profound lesson in how to build stories that resonate. This gallery is no mere display—it’s an immersive narrative that shows how we can make audiences feel, not just observe.

At the gallery’s core lies Beyond Ice: a sculptural installation made of real ice blocks, onto which projections, sound, and human stories emerge. It’s a multisensory experience—viewers touch melting ice, hear Arctic windscapes, and witness Inuit voices refracted through crystalline surfaces. The result isn’t passive viewing—it’s visceral immersion.

That immersion taught us useful storytelling lessons:

Let your audience feel your story. Photos and facts are fine—but sensory design matters. If a branded experience lacks tangibility, it loses impact. The ice in Beyond Ice wasn’t a gimmick—it was the anchor of an emotional journey, turning an exhibit into a lived story.
Build stories around tension, not just aesthetics. Beauty grabs attention. Stakes make people stay. Whether your brand is launching a new product or sharing your origin story, add conflict. Show what’s at risk—and why it matters right now.
Provide depth beyond the spectacle. A beautiful image without context becomes hollow. In Beyond Ice, each element answers the implied question: “Why should I care?” That deeper meaning turns casual curiosity into genuine engagement.

Art gallery with colorful geometric patterns and reindeer mural. Two people walk, admiring the vibrant, dynamic wall art. — Photo by Cynthia Munster

Collaboration deepens authenticity. If you’re trying to tell a story of transformation or significance, don’t go it alone. Partner with people whose expertise enriches your message. Institutional partners aren’t just beneficiaries—they’re co-authors of trust.
Build stories that grow over time. Beyond Ice isn’t a one-off display. It’s a permanent installation as part of the Canada 150 legacy project—a gallery designed to transform visitors’ understanding of the Arctic through immersive, multisensory storytelling.

Photo by Cynthia Munster

Voices That Shape the Story

“This collaboration is a fine way to continue the legacy of both the museum and the NFB in raising awareness about the Arctic, whether through studying the region’s biodiversity and environments, or through the perspectives of the North’s Indigenous peoples.” — Meg Beckel, President and CEO of the Canadian Museum of Nature

Further underscoring the installation's immersive power:

“A collaboration with the National Film Board of Canada that harnesses the power of real ice to create a window into the Arctic… Upon entering the gallery, visitors of all ages are mesmerized by a beautiful multimedia installation where stunning video and images are projected on real ice.”

A person hangs fish strips on a wooden rack by the seaside at sunset. They wear a hooded jacket, with a tent and stone beach in the background.

Another confirmation of the exhibit’s intent and impact:

“This new permanent gallery is the museum’s Canada 150 legacy project. It will immerse visitors in the Arctic’s natural landscapes and its biodiversity through specimens, artifacts and interactives as well as through the voices and perspectives of the peoples that live there.”

So, What?

The Canada Goose Arctic Gallery showed us something essential: storytelling isn’t collateral—it’s the cornerstone of connection. When stories are built structurally, sensorially, and consistently, they become part of a person’s memory—not just their to-do list.