Bolstering its longstanding presence in its hometown of Montreal, Mackage is refining its brand experience by reinterpreting its architectural heritage along a prime retail artery. Since the launch of their first store, the initial vision for the urban ski chalet has encapsulated its brand ethos and fueled its growth. On the heels of a retail revitalization for the high street of Saint Catherine, in conjunction with the implementation of a new logo and brand graphics, the launch of this latest Mackage store in Montreal presented an opportunity for the brand to further evolve its iconic design, setting it apart from its predecessors.
Upon first glance, the handsome elegance of the store's historic facade gives little away to suggest revitalization, yet the interior becomes a contemporary reference to the brand’s visionary spirit. The historic building sits quietly as a beautiful backdrop for products to shine, with the architectural framework protected by retaining original details and reinstating new elements. European nero marquina marble herringbone flooring is set against the existing stonework in the heritage building, while exposed structural beams and lightly wire-brushed oak plank elevates the stylish sensibility with a quiet luxury. Splashes of white statuario and black nero marquina marbles, oversized mirrors, and brushed bronze and dark metals adds sophistication to the palette.
To instill a sense of intimacy within the large volume of space, the new concept is designed around the principle of compartmentalization. The space transforms into a gallery for the brand collection, with large windows showcasing a series of boxed vignettes punctuating the space, set at differing heights to play with scale and create visual interest. Stepping inside each vignette to shop collections creates an intimate, cocoon effect for shoppers to experience the brand promise, while the nobility of the finish palette provides a warmth reminiscent of the modern ski chalet. Purposefully manicured compositions grace the neutral space, where rich hues found within the striking photograph of a flipped iceberg by Alex Cornell further complements the brand story by highlighting nature’s remarkable beauty.
Juxtaposing old against new, with an atmosphere designed to flourish on the high energy of its prime location, the latest incarnation of Mackage offers a refined evolution of its brand experience and brings new life to the retail epicenter of the city.