To bolster its heritage in their hometown of Montreal, Mackage is refining its brand experience by reinterpreting its architectural heritage along the city’s prime retail artery. On the heels of a retail revitalization for the high street of Saint Catherine, in conjunction with the implementation of a new logo and brand graphics, the store concept evolved to suit. Upon first glance, the handsome elegance of its architectural facade gives little away to suggest revitalization, yet the interior becomes a contemporary reference to the brand’s visionary spirit. The architectural framework is protected by retaining original details and reinstating elements to highlight its lasting beauty. Volumetric articulations respect the rhythm and structure of the historic building by sitting quietly as a backdrop for products to shine. The old world charm is personified through the warm, textured layers of noble materials to impart an uncompromising quality and elegance to the new interventions.