OUTSTANDING MERIT Simons
West Edmonton Mall, Edmonton,
With an objective of launching national expansion and establishing a strong
foothold in the western Canadian market, the softgoods fashion department
store’s strategic design partner conducted in-depth research to get to know
customers. With a concept designed to encourage exploration, a centrally
located two-story galleria keeps shoppers oriented. Aisles are laid out in a
“non-aisle” racetrack configuration, dividing the 120,000-square-foot space
into manageable touch points. Overhead light troughs further aid navigation.
Against a modern palette of gray and white, each of four key departments is
anchored with custom fitting rooms and bold color schemes. Women’s, for
example, is anchored by vibrant green and wood-screened fitting rooms,
while young men’s is designed as a “skater-boy” cave in charcoal gray and
anchored by red “port-a-potties” serving as fitting rooms.
Architect: Lemay Michaud Quebec City, PQ, Canada
Design: Figure3 Toronto, ON, Canada
Retailer: Simons Quebec City, PQ, Canada
Store Fixtures (TWIK pod fitting rooms): Eventscape Inc.