Heather Reisman started with a vision for a “cultural department store for book-lovers” as she led Canada’s largest independent bookstore to expand beyond national borders to launch its first store in the United States. The creative brief was clear: the experience was to become the antithesis of a traditional book store. Understanding the notion that books were just the beginning of a larger narrative to enrich our lives, the design concept kept the books at the heart and soul of the experience, while introducing a product mix that compartmentalized the store into several core categories. Creating a cross-pollination of books with product with areas like Room Of Her Own, Joy of the Table, Paper Shop, Indigo Tech, Art and Photography, to name a few, Indigo is able to create a richer narrative for the books in those categories.