The design for the 8200-square-foot SAQ Sélection grew out of a marketing study that revealed consumers wanted more oenological savvy to make informed purchasing decisions. To this end, a discovery zone at the front of the wine store offers free wine tasting, wine recommendations by price range and suggestions for wine/food pairings.

Simple slate-gray fixtures, a clear visual communication system, as well as soft lighting, wood floors and wall paneling combine to create a warm, sophisticated atmosphere.

Client: Société des Alcools du Québec, Montreal – Daniel Aumont, director, interior design and engineering; Chantale St-Pierre, senior director, marketing

Design: Ædifica, Montreal – Michel Dubuc, architect, partner in charge; Jeanne-Pierre Généreux, architect, partner in charge of design; Stéphane Bernier, senior designer/interior design; Nicolas Côté, senior designer/furniture; Julie Larouche, junior designer; Jean-Yves Rouleau and team, plans and specifications

SidLee, Montreal – Jean-François Bouchard, CEO; Hélène Godin, creative director; Isabelle D’Astous, art director; Catherine Laporte, designer; Régine Buès, coordinator; Peter Pigeon, production director; Graphique M&H, graphic design

Architect: Aedifica, Montreal

General Contractor: Procam, Boucherville, Quebec

Ceiling: Armstrong World Industries Inc., Lancaster, Pa.

Fixtures: Étalex, Montreal

Flooring: Arteca Flooring, Atlanta

Furniture: Arold/Chaises Sylco, St-Pie, Quebec

Lighting: Juno Lighting Group, Des Plaines, Ill.

Millwork: Ébénisterie René Daigle, Quebec City, Quebec

Signage/Graphics: SidLee, Montreal; CPS Serigraphie, Quebec City, Quebec; Transworld, Montreal

Wallcoverings: CPS Serigraphie, Quebec City, Quebec

Wine Serving System: Enomatic, Chianti, Italy

Photography: Michel Tremblay, Montreal, and André Rider, Montreal