Fido

An urban-style loft was the design inspiration for Toronto’s Fido store, which received an honorable mention in the 2006 ISP/VM+SD International Store Design Competition for spaces with sales areas of 1500 to 3000 square feet.

GHA shoppingscapes (Montreal) created the concept for the Canadian electronics store to enhance the customer experience, improve operations and better define its brand image.

A greeter display featuring an image of Fido’s mascot welcomes customers into the open floor plan.

The layout integrates black, circular sales pods, wall accessory units as well as a Demo Bar with leather stools onto the perimeter walls, allowing for more flow within the store from the entrance to the technical service lounge at the rear. The service lounge is separated by laminated glass and features dark walls with lime green chairs for customers who need assistance.

White-textured square wall panels by Artitalia (Montreal) imitate contemporary brick and draw the eye to Fido phones and services. Black-tiled walls and wide, wood plank flooring further accentuate the loft aesthetic.

Oversized muted-toned lifestyle images reinforce the Fido brand without overwhelming the merchandise.

Client: Fido, Toronto — Patrice Tetrault; Tino Cosenza; Suzanne Dubuc; Caroline Le May

Design: GHA shoppingscapes, Montreal; Paola Marques, senior designer; Oxana Boriak, designer

Architect: STOA Architecture, Montreal

General Contractor: Dama Construction, Dorval, Que.

Outside Design Consultants: ModulTech, Montreal (fixturing)

Dallaire Consultants, Montreal (mechanical and electrical engineers)

BOS Communications, Montreal (branding and graphics)

Flooring: KAHRS, Montreal

Interface, Montreal

Lighting: NRG Management, Montreal

Lighting Engineering Intl. Group (LEIG), Montreal

Signage: Vision Dek-Or, Laval, Montreal

Millwork/Fixtures: Nemus Ebenisterie, Montreal

Wall Panels: Artitalia Group, Montreal

Photography: Yves Lefebvre, Montreal