Opened on June 2018, a new Maison Birks store concept designed by Ædifica offers a fresh take on the legacy brand while redefining the jewellery shopping experience. Ædifica’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.
In keeping with its newly open and democratized feel, the 7,700 ft. sq. Montreal store now features shop-in-store boutiques by leading international fine jewellery brands Chaumet, Messika and Van Cleef & Arpels, in addition to Birks Collections, as well as leading luxury timepiece brands Rolex, Cartier, Jaeger LeCoultre, Breitling and Tag Heuer.
The store design includes elements that invite users into a process of discovery and exploration. The store contains an Atelier, or creator space, where shoppers can watch how jewellery is made. Birks stores now include a Bridal Bar. Here, shoppers are invited to sit side by side with Birks experts, making them equal partners on the journey, and leading further to a sense of democracy and empowerment. Inside the store, a feeling of openness, space, light and connection has been created. To emphasize the notion that Birks customers are embarking on a journey, Ædifica recommended a design that emphasizes the ornamental door at the Montreal location.