Joe Fresh, Toronto
Design: Burdifilek, Toronto | Photos: A-Frame Studio, Toronto
Innovation Award for Brand Integration
Joe Fresh and the Burdifilek design team created an interior concept that – with bold strokes — represents the popular fashion brand’s evolution.
A row of orange screens – the Joe Fresh signature color – greet customers at the entrance to the more than 6000-sq.-ft. store in Toronto – and begins the transition between exterior and interior.
Warmer materials found on custom wood tables and displays — along with the recycled rubber flooring — create visual harmony and balance.
The team incorporated modern technologies, including interactive mirrors in fitting rooms and self-service checkout points.
Architect: Turner Fleischer Architects
General Contractor: Icon Constructors Inc.
Marcel Dion Lighting Design (lighting design); Mar-Tec Woodworking Ltd. (fixturing); Moss and Lam (custom art giraffe);
Commersive Solutions (digital mirrors); Regupol Revolution (rubber flooring); Axis Lighting (linear LED); Formica (orange laminate); Egger Wood Products (laminate fixture)
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