New and old architectural elements intermingle within the revamped TELUS Mobility flagship store in Montreal, created by burdifilek (Toronto).
The 1800-square-foot space features elaborate vaulted ceilings and cornice moldings that provide an “antique envelope” for the space’s contemporary touches, including milky white Corian surfaces and spun aluminum light fixtures. The store is anchored by an 11-by-15-foot glass wall at the rear bearing an oversized translucent image of the company’s trademark visual image, a dahlia bloom.
“The idea is to present TELUS Mobility’s leading-edge digital technology in an engaging way,” says Paul Filek, burdifilek’s managing partner.
Shop bays displaying cell phones and accessories line the store’s perimeter. The center of the space houses an Internet kiosk that clients can use to familiarize themselves with TELUS’s products and services. Behind the dahlia-bearing glass wall is a customer service area, outfitted with Saarinen chairs and pedestal tables, where clients can make inquiries about their accounts.
TELUS officials believe the burdifilek design succeeds in reducing the intimidation many customers feel when dealing with cell-phone providers. “The new flagship serves our brand well not only through its visual sensibility,” says Wade Oosterman, the company’s executive vp, sales and marketing, “but also by underlining the approachability and ease-of-use of our products and services.”
Client Design Team: TELUS Mobility, Scarborough, Ont. – Jim McCormick, manager, property management; Mark Jamieson, manager, marketing and merchandising, corporate stores; Joey Goodbaum, director, retail initiatives, corporate stores; Bruce Herscovici, vp, corporate retail, corporate stores
Design Team: burdifilek, Toronto – Paul Filek, managing partner; Diego Burdi, design director; Tom Yip, studio manager; Mariko Nakagawa, designer; Mauro Lobo-Pires, Tracy Morgulis, CAD technologists
Suppliers: DMX Music, Los Angeles (audio visual); Woeller Contract, Kitchener, Ont. (fabrics); Pancor Industries, Mississauga, Ont., ALU, New York (fixtures); Sullivan Source, Toronto (flooring); Knoll, Toronto, T&S Upholstery, Toronto (furniture); Taxi Advertising, Toronto (graphics); Juno Lighting, Des Plaines, Ill., Artemide, Toronto, TPL Marketing, Concord, Ont. (lighting); Sunset Neon, Burlington, Ont., E. Steige Signs, Toronto (signage); Sico, Montreal (paint)
Ben Rahn, New York