Celebrating Canada's Natural Beauty
Saks Fifth Avenue was looking to open their first Canadian flagship within the historic Hudson Bay store, located on Queen Street in Toronto. FRCH was challenged to develop all aspects of store branding, planning, design and merchandising within the existing building consisting of approximately 122,700 square feet on 3 levels.
The result was an environment that evokes the aesthetic beauty of emotion and motion, creating a dialogue between human and space through abstract expression. The team was inspired by the drama of the natural environment to create three interweaving design stories - the serene ripple effect of the rain, the rough texture of the forest and the sense of movement during a storm. The space was re-imagined as a gallery-like environment, blurring the line between fashion and art, furniture and fixtures act as art, animating a poetic vision that fosters an elegant, reflective, and elemental experience.