MONTREAL — The new Garage store on the second level of the Royalmount mall beckons consumers with an 18-foot-high storefront that allows for the full expression of the brand’s image.

Garage, part of Groupe Dynamite Inc., is characterized by its casual street-active aesthetic and its attraction to voice of the confident independent individual who is not afraid of living out loud and expressing their personality.

Acting as the window to the brand, the Garage store design is a combination of raw authentic materials and vibrant textures: a mix of fluted glass, industrial windows, natural wood, Corian tile fixtures, and white steel fixtures that contrast with LED lighting, dichroic glass, and a digital screen to create a one-of-a-kind environment.

The fitting room zone amplifies opportunities for self-broadcasting moments by using a unique composition of mirror doors and industrial metal trims, allowing customers to express themselves while shopping. The fluted wall at the vestibule and storefront displays adds to the transparency, while creating dimensional diffracted light impacts. Eco-conscious materials were also carefully selected for this concept store: LED ambient and accent lighting, Corian fixtures, fluted glass, and custom-made metal fixtures, resulting in less maintenance, better longevity, and higher energy efficiency.

Innovative technologies were used at different stages of the project. Virtual reality testing was integrated within the store development process. This type of immersive technology allows for a more inclusive design process and fosters collaboration among very diverse groups. The co-creation process allowed the GDI fashion house to integrate creative visions from multiple collaborators, from a fashion designer and art director to a photographer, videographer, visual merchandiser, and operations personnel.

Laser-cut wood architectural models also allowed for a 3D visualization and helped the project collaboration. Moreover, technology was integrated within the actual store concept. For example, RFID technology allows stores to display a curated assortment and ensure real-time floor inventory accuracy, which leads to higher sales and customer satisfaction. It also provides real-time and specific information on inventory levels and stock details such as quantity, models, color, and size, empowering employees through transparent technology in order to provide a human-centric customer experience. The addition of LED video walls at the front and back of the store allows the amplification of the brand experience.

Key collaborators

• Design conception and project management: Groupe Dynamite inc.
• Interior design consultant and MEP plans: Optima Design, Dallaire Consultants
• Structural plans and specifications: RJC Engineers
• Millwork and metal fixtures: ICM millwork, LineaP international, Fermos 
• General contractor: Prisma Construction 
• Lighting: Mercor Lighting 
• Digital installation: Stingray, Nummax
• RFID: Keon RFID technology
• Rendering: Hypermedia Innovation
• Others: Montreal Neon sign