Getting Comfy-Cozy

FURNITURE SALES SOARED as folks settled into work-from-home routines. In Montréal, Frédéric Aubé sensed an opportunity as a university student studying finance and economics in 2019. He also went to school on the then-emerging mattress-in-a-box, direct-to-consumer phenom.

His idea for Cozey (Montréal) – easy-to-assemble (no tools required) modular seating made of cushy high-density foam – took shape as a DTC brand in June 2020. Cozey remained digital until 2023 when Aubé opened a tiny pop-up at Toronto’s Stackt Market with a five-month run.

The flagship features an oversized “open-weave” window installation to convey the brand’s message of comfort.

Aubé then tapped Montréal-based LAAB architecture to design its first physical store to combine online convenience with in-store shopping benefits. “The Cozey store isn’t just a showroom,” says Aubé. “It’s an interactive space that brings our online community to life.” Now, customers can touch, feel and “see how our designs transform [a] space,” he says. The resulting showcase is as clean-lined as the MCM-inspired sofas and case goods offered.

LAAB transformed a vacant space in Toronto’s Queen West Village into an inviting and light-filled brand flagship through interior architecture, design center concept and visual merchandising strategy that guides customers through the 3600-square-foot space.

The timeframe from inception to its 2024 opening was 18 months, says LAAB’s Creative Leader Michel Lauzon. “We sought to generate a very simple space,” he says. One that was “devoid of artifice.” It’s also devoid of on-site storage and cash registers to keep with the omnichannel marriage. Instead, purchasing is handled online while the in-store vibe is both UX- and product-focused.

Passersby get a sense of Cozey from its striking show window with “open weave,” an oversized soft sculpture installation. “The goal was to capture and translate the brand essence into a compelling and almost visceral design statement,” says Lauzon.

Inside, the circulation plan moves visitors toward its design center at the rear, funneling them through successive “rings” inspired by a photo studio’s seamless backdrops. The curved, edge-lit backdrops flowing from floor to ceiling suggest standard room dimensions and proportions, while area rugs ground furniture vignettes.

Concurrently, Cozey commenced a Canada-wide pop-up store initiative aimed at offering a condensed yet comprehensive Cozey experience. Cozey also recently concluded a three-month New York City pop-up in January. “Through our pop-up strategy, we’re gauging interest and gathering insights,” Aubé says. “This will guide us in determining future locations.”