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01 / 06

Birks downtown montreal flagship store reopenning

A new Maison Birks store concept designed by Montreal firm Aedifica offers a fresh take on the legacy brand while redefining the jewellery shopping experience. Aedifica’s design enhances original architectural details in the store built in 1894, and offers contemporary touches that include a lighter colour palette, modern fixtures, increased natural light, and an airier layout that allows for casual browsing.

Serving Birks since 2014, Ædifica has deployed new brand stores, including interior design adaptation, planning and site execution phases. To date, around three stores per year have been deployed for this client in Canada and the United States.

"While we respected historical architectural features of the building , we believed it was crucial to open the store to natural light and to the active urban streetscape of St-Catherine street,explains Zakaïb, Vice President - Retail Design at Ædifica, adding: “ Birks was committed to democratizing their brand, and bringing contemporary design to the space was key to making that happen.”

The 7,700 ft sq store now features shop-in-store boutiques by leading international fine jewellery brands Chaumet, Messika and Van Cleef Arpels, in addition to Birks Collections. Leading luxury timepiece brands Rolex, Cartier, Jaeger Le Coultre, Breitling and Tag Heuer are now also found within the renovated store.

"Our design team established a strong visual strategy to support Birks’ brand partners’ individuality, “ explains Kim, “ we accomplished this by using a discrete mat black material to frame each brand and create little treasure box .”

“With the opening of our new flagship store in downtown Montreal we have set what is now the highest standard for luxury jewellery and timepiece shopping in the country, says Jean-Christophe Bédos, President and CEO, Birks Group. “We are welcoming back within our doors some of the world’s leading brands in our category and are now able to offer an unparalleled selection to our customers, both local and visiting”.

More information coming soon.

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