The newly opened Joe Fresh flagship store in Toronto offers an energizing experience that embodies the brand’s essence with a youthful, fashion-forward atmosphere. Designed by Burdifilek in collaboration with the Joe Fresh team, the 6,400-square-foot store represents the brand’s evolution via bold hues and sculpted shapes.
The design team also has incorporated modern technologies to enhance the overall shopping experience, including interactive mirrors in the fitting rooms and self-service checkout points that replace the traditional long-counter cash wrap.
A row of customized bright orange translucent glass screens begins the colorful transition between exterior and interior. Inside, a juxtaposition of sculpted geometric shapes and planes mingles with high-gloss and matte surfaces, bold colors and creative installations.
‘‘The design strategy was to create a distinctive look and feel with one bold stroke,” said Diego Burdi, Creative Director and Founding Partner at Burdifilek in a statement. “A strong move sending a clear message, providing a point of memory for the shopper while offering a powerful interior.”
Throughout the store, Joe Fresh’s “signature orange” serves as a graphic delineation between men’s, women’s and kids’ zones. Defining the specific areas, the bright orange shapes also serve the dual purpose of concealing its functional areas, including a cube-shaped fitting room and a stock room.
To balance the space, the retailer incorporated warmer materials, such as oversized tables and displays made of wood laminate and gray rubber flooring that extends to wall surfaces and podiums for a softer feel.
Multiple fluorescent fixtures descend from the dark gray ceiling, bouncing light off the surfaces below and serving as a linear grid that guides shoppers toward the kids’ zone, which is punctuated with a geometrically sculpted, life-size orange giraffe. Hanging in suspension from a contrasting white ceiling, the giraffe installation infuses the space with an added sense of playfulness while also serving as a social gathering point.
Photos by Ben Rahn/Aframe