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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.

"It was important to preserve the historical architectural characteristics of the building and to invite natural light inside the store in order to create a dialogue between the urban space and the store interior," explains Stéphane Bernier, Director, Design Studio at Ædifica, adding that, "Birks was committed to democratizing their brand, and therefore, bringing contemporary design to the space was the key to achieving this, while striking a fair balance between preserving the place with its rich past and enhancing it in a reinvented space. "In addition, design elements such as the bridal counter, lounge and library borrow from hotel codes to create a more accessible and therefore more inviting form of luxury for its clientele.

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 the individuality of Birks brand partners," explains Stéphane Bernier, "to achieve this, we framed each of these brands with a matte black material, creating small luxury boxes to highlight each of them."

“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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