TRAILBLAZING NEXT GENERATION STORE OPENS IN TORONTO
From digital presence to physical resonance.
After several months of strategic design, the first Cozey experience centre opened its doors on Queen West, in the heart of Toronto's trendy Queen West neighborhood. Designed by LAAB, this innovative physical store fully embodies the Cozey brand through a blend of experiential design and brandscaping.
From the outside, a striking window, decorated with a giant weave, attracts attention and immediately immerses passers-by in the distinctive world of the brand, already generating many positive reactions. Inside, a unique immersive experience awaits visitors.
The result is a deceptively simple, yet disruptive retail space that seems to straddle the digital and the physical, one that deftly subverts conventional retail paradigms while ensuring the primacy of product over brand, a core Cozey tenet.
The space, punctuated by a succession of "rings", inspired by a photographer studio's cycloramas, funnels customers towards a design centre where they can personalize their furniture, finalize their purchase with the help of attentive staff, and receive their order at home in just a few days. In fact, the store disrupts conventions: no cash registers, no stock on site. This innovative concept offers a harmonious fusion between the online and in-store experience.
Building on start-up’s values of innovation and simplicity, LAAB responded to the challenge of “What is Cozy?,” postulated at the onset, by crafting a wholly integrated brand and product physical experience - a cross of streetside store, brand experience space, and design centre - creating both a highly functional and intimate space: one that embodies the feeling of ultimate comfort at home.
Credits
Project designed and directed by LAAB architecture in collaboration with Canadian ad agency Cossette, produced for Cozey. Photos by Riley Snelling.
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