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The Canadian career woman now has a store to call her own. Josef, a new mid-range womenswear brand, has opened in Toronto’s Sherway Gardens mall. The look, designed by burdifilek (Toronto), is complex and confident.

The 2828-square-foot store stands apart from its shopping center neighbors through the elegant use of lighting. The retailer chose not to scrimp, using a mixture of par halogen and fluorescents. A trough along the perimeter wall hides indirect halogen track lights that cast a soft glow.

In Josef, merchandise is the star. Burdifilek worked to create a contemporary, compartmentalized layout, pairing it with a soft palette of bleached zebrawood, white, gray and brushed metal. “We want customers to leave feeling great, but we want them talking about the clothes, not the design,” notes Diego Burdi, burdifilek’s design director.

To fit more merchandise into the store, designers utilized wall space and created a functional floor fixture system. Sculptural screens with opal glass divide sections of the store and are accented with bone-colored zebrawood slats.

“We’re not creating bells and whistles here,” Burdi says. “There’s lots of texture and sophisticated color, but it’s all in a close-knit family. Never overwhelming.”

Client: Jacob, Montreal – Joey Basmaji, owner; Odette Basmaji, owner; Bruno Cadieux, construction coordinator

Design: burdifilek, Toronto – Diego Burdi, design director; Paul Filek, managing partner; Jeremy Mendonca, senior designer; Tracy Morgulis, senior CADD; Mauro Lobo-Pires, senior CADD; William Lau, designer; Michael Steele, designer; York Wu, designer

General Contractor/Audio-Video: SAJO, Montreal

Outside Design Consultants: Herbert L. Wax, Montreal (mechanical/electrical)

Lightbrigade, Toronto (lighting)

Fabrics: Primavera, Toronto

Spinneybeck Leather, Getzville, N.Y. 

Flooring: Stone Tile, Toronto

Sullivan Source, Toronto

Lighting: Union Electric, Montreal

Laminates: Formica, Etobicoke, Ont.

Abet Laminati, Toronto

Metal Work: Roy Metal, St.Francois de Montmagy

Millwork: Trial Design, Valleyfield, Que.

Photography: Ben Rahn, A-Frame Inc., Toronto

 

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