When you talk about Toronto design studio burdifilek, it's hard to mention burdi without filek – creative director Diego Burdi and managing partner Paul Filek.
Both graduated from Ryerson University in Toronto and worked together at Yabu Pushelburg for a number of years before branching out on their own in 1993.
With so many years together, how did they settle on burdifilek and not, say, filekburdi?
“It just seemed to flow more successfully,” says Burdi.
Adds Filek, “burdifilek looks better in print.”
From up north, they see Canada's design edge as based on the country's multiculturalism. “The global village can thrive here, and it's reflected in everyday architecture, food and custom,” says Burdi.
With a client list that includes Club Monaco/ Caban, Danier Leather, Roots Canada and Levi Strauss & Co, burdifilek's chemistry seems just right.
One of the firm's most recent projects – the remaking of Holt Renfrew's iconic 150-year-old flagship in Toronto – was named Store of the Year in NASFM's 2004 Retail Design Awards. It will be a topic of discussion at VM+SD's International Retail Design Conference, September 15-17, in Miami Beach. Burdi and Filek will be joined by Holt's Peter Moore, director, design and store construction, to discuss, “Holt Renfrew: Canadian Club.” (For more information, visit www.irdconline.com.)
How did you find your way into store design?
Diego Burdi: I was drawn to it because it's exciting and challenging at the same time. Retail interior design is a direct visual response to what is happening right now in a creative, fashion and cultural sense, and it requires a sense of foresight, as well.
Paul Filek: I found my way into store design as a consumer. I have always been aware of what I like and what I think is interesting or not. I pay attention to brands as well as the environments they live in and enjoy shopping at places that have it all going on.
What was the biggest challenge in renovating a more-than-150-year-old department store icon?
Filek: Finding a new retail image that supports the history of the retailer and fulfills expectations. An image that would have a point of view, as well as be appropriate for the consumer.
What song do you sing when you know you're alone?
Burdi: I really only listen to talk radio.
Filek: Scooby Dooby Doo.
Since Toronto is the North American capital of the movie industry, what actors will play you in the movie about burdifilek?
Burdi: Sean Penn will play me; the young Al Pacino for Paul.
What do you think would surprise most people about Canada?
Burdi: There are the obvious misconceptions about Canada: igloos, Mounties, etc. Sometimes I think it works for us because it allows a really pure transcultural design thing to happen that goes uninterrupted. Some people understand the global creative culture that we have here. But in some cases, it goes unrecognized, and that's all right, too. Things get “overexposed” when too much of a spotlight is put on them.
As Toronto gains recognition as an international city, where does it rank in your top five cities? What are the other four? Why?
Filek: Toronto, because it's my home and it reminds me of so many different places in the world while still being at home; Paris because it's low and beautiful; New York because you can do anything there and it's larger than life; London because it's the New York of Europe; and Sault Ste. Marie, Ont., because I grew up there and it's anything but international.