We partnered with Canadian fashion retailer RW&CO. to unveil the brand’s first-ever flagship store in CF Promenades St-Bruno’s, Montreal, its biggest store to date. We designed the retail design concept for this store off the back of our major rebrand for RW&CO., with the new brand positioning designed to elevate RW&CO.’s status as a fashion authority and boost its brand presence in Canada.

The new flagship embodies RW&CO.’s evolved brand DNA: a place where timeless essentials meet occasion-ready fashion, where Canadians can discover elevated style that empowers them to tell their own story. More than a store, it’s a platform to spotlight meaningful collaborations, celebrate Canadian creativity, and bring the RW&CO. community together in inspiring ways.

Spanning 7,800 square feet, it offers curated collections, modern design details that elevate the experience, and a lounge-inspired fitting area designed for comfort and discovery.

The space also introduces RW&CO.’s new logo and expanded colour palette, marking a fresh, confident step in the brand’s evolution, with simple and refined core colours featured throughout the space for elevating comms and key messaging. There is also a supporting palette of richer colours for moments of dialled-up expression, such as packaging and shopping bags - adding personality, recognisability and impact.

The facade architecture acts as a window into the brand, featuring an open and inviting shopfront, anchored by a central wall that acts as a recognisable ‘totem’, giving the brand an iconic new look. This design not only creates a strong brand presence within the Mall's retail landscape but is customisable, allowing for different expressive treatments at future stores in different locations. The store is defined by soft, curved columns and a warm, tonal, neutral pallet broken by bold feature finishes that denote the key destinations.

To create a more welcoming atmosphere, touches of domestic lighting and comfortable seating have been included. The overall result is an inviting and refreshing addition to the Canadian retail environment.

The ‘Occasion Destination’ towards the rear of the store is a zone dedicated to formal wear and tailoring, where customers can shop suiting and smart apparel for any lifetime event, to get RSVP-ready. It's clearly defined by a shift in design materials to a full timber wrap to echo the ultimate walk-in wardrobe. As part of the experience, a dedicated service desk and two styling suites allow for a more personal fitting offering.

At the center of the Occasion Destination is a lounge area that serves as a dedicated waiting space for the 10 spacious fitting rooms behind. We created an ‘Instagrammable’ entrance to the fitting rooms, featuring bold mirrors that are perfect for social media moments.

RW&CO. is also renowned for high-quality timeless essentials, coveted by shoppers. To support this, we created a dedicated ‘Essentials Wardrobe' zone, acting as a showcase for the iconic everyday pieces and reinforcing RW&CO.’s offering as a 24/7 lifestyle brand. These ‘Essentials Wardrobes’ feature double-height merchandising and sit towards the front of the store, so customers can easily navigate to beloved items. The fixture draws inspiration from traditional haberdashery for an eclectic touch.

‘Living lookbooks’ throughout the store showcase a curated, lifestyle-oriented selection of products from the brand’s collections. These lookbooks are presented through mannequins, large tables in the center of the store, and lifestyle screens. The goal was to create an element of storytelling that encourages customers to shop across categories and discover more of the clothing range. The store also includes accessory tables, interwoven in different points throughout the store, showing how individual looks can be personalised.

A prominent service area, centrally located, serves as a key destination in a bold, ownable, brand blue, standing out as a focal point in the customer experience journey, as a place for consumers to pay, book personal shopping sessions and ask advice.

With more than 80 stores nationwide, RW&CO. continues to grow its footprint while reimagining what modern Canadian retail can be - grounded in authenticity, purpose, and passion.

Alex Harris, Interior Designer at Dalziel and Pow, said: “RW&CO.’s brand purpose is about empowering people to write their own style story, and with the store design we focused on creating a welcoming yet elevated space that would inspire all visitors to discover and enjoy the entire range.”

“This moment represents much more than a rebrand. It marks a pivotal milestone in our five-year strategic plan and it’s a reimagining of what RW&CO stands for,” said Margaret Thouez, General Manager of RW&CO. “We’ve evolved to meet our customers where they are today and where they aspire to be tomorrow, blending innovation, design, and connection to create experiences that are authentic and inspiring. Our commitment remains the same: to craft modern, refined collections for men and women - urban professionals, creative thinkers, and style-conscious individuals who value quality, versatility, and confidence in every aspect of their lives.”

RW&CO is a work-from-anywhere fashion brand for style-savvy men and women. Prioritising fit, fabric quality and versatility, RW&CO builds collections that help customers look put together anywhere, whether they are working from home or at the office. The brand is available in over 84 stores across Canada and online at rw-co.com.