Canadian fashion brand Joe Fresh has unveiled a new Toronto flagship crafted by locally based design studio Burdifilek to evoke a youthful, fashion-forward flair reflective of the retailer’s evolution. The 6,400-square-foot space is punctuated by custom translucent screens in a bright orange hue that animate the transition between the exterior and interior. Inside, the interior is characterized by a juxtaposition of sculpted geometric volumes and planes, high gloss and matte finishes, and bold colorways.
‘‘The design strategy was to create a distinctive look and feel with one bold stroke,” says Diego Burdi, creative director and founding partner at Burdifilek. “A strong move sending a clear message, and providing a point of memory for the shopper while offering a powerful interior.”
Warm material, including wood laminate, infuse warmth into the space, while gray rubber flooring adds softness. Multiple fluorescent fixtures stretch across the dark gray ceiling in a linear grid to direct shoppers toward a children’s zone anchored by a sculpted orange giraffe. New technology is also installed onsite, including interactive fitting room mirrors and self-service checkout points elevating the retail experience.
