A lifestyle shop at its best

A lifestyle shop at its best

Milli, an iconic 50+ year Canadian 'style house' is anchored by its founder, Milli Gould. The design of this new Toronto flagship is focused on a fresh experience, hinging on exclusivity and engagement to stimulate existing clientele and attract new.

Interior Designer: Andrew Gallici, ARIDO

Design Firm: Designstead

Design Team: Bradley Marks, ARIDO

Photographer: Steve Tsai Photography

This luxury boutique offers cutting-edge designer women’s fashions accented by exquisite lifestyle objects. Known for an attentive full-spectrum service model, the sales approach is personal and focused on wardrobe styling for clients.

Milli outside

Photo credit: Steve Tsai Photography

The 2,200 square foot multi-level store unfolds like a home with intimate experiences stacked over four levels. The space serves as the backdrop for Milli's curated and ever-changing displays of fashion, trunk shows, and lifestyle collections.

The ground floor welcomes customers into a lounge, featuring curated displays, with a consulting/ fitting room and washroom on this level.  A few steps below ground, a cash wrap, and beverage bar support retail functions.

Milli 2

Photo credit: Steve Tsai Photography

The primary fitting room occupies the mezzanine – concealed by a focal “bookcase” merchandised with accessories amongst collectibles. From here, a staircase leads to the second floor, housing an Atelier focused on gowns and private appointments, a full-service tailoring room, walk-in closets, and administrative offices. The layout and design were created with specific choreography and client-types in mind; understanding their unique and diverse needs, preferences and where and how they would prefer to engage.

Milli

Photo credit: Steve Tsai Photography

The boutique was designed to be salon-style; an intimate environment focused on curation and discovery. All items are fully accessible and available for purchase, including jewellery.  Furniture groupings and clothing collections are re-arranged and re-curated on a regular basis, giving the space and ever-changing gallery-like feel.

Milli’s original Toronto shop was a clean architectural box, whose 16’ ceiling boasted a grandness. The new space, complete with its myriad of ceiling heights and spatial constraints, lead the team to embrace these as one would in a quaint old home: playing up its quirks and multilevel idiosyncrasies. This gave birth to the “salon” concept – as with old European Couture houses. The boutique frequently hosts special parties from charity events to seasonal trend and trunk shows; making its adaptability to support these functions as required, another design strategy.

Milli

Photo credit: Steve Tsai Photography

The aesthetic of this new Milli boutique is a marriage of modern and old-world. The eclectic materiality and furnishings create a subtle drama that transcends stylistic trend and exudes a sense of confidence and maturity. The palette of ceruse oak, tones of grey, ebonized wood, oxblood, rose gold and bronze metals is luxurious, yet playful and textural without being pretentious. A dramatic and fluid hand painted canvas mural and artisanal metal fixtures were commissioned from local artists, as we sought unique and exclusive pieces for this store.

Milli

Photo credit: Steve Tsai Photography

An acrylic wall sculpture, created 12 years ago for the previous location, was upcycled by the original artist and finds its new home on the black wooden ceiling. The oxblood “library of curiosities” extends in the space over 3 levels. This grounds the store with a personality that showcases merchandise like one-of-a-kind works of art. Furnished with vintage finds; eclectic furnishings punctuate the interior, providing a layer of dimension and texture more aligned to residential versus retail boutiques. Comfortable, warm and tactile; this store is designed to appeal to a customer who understands that style is born of fashionable and out-of-the-box juxtapositions versus predictable pairings.

Milli

 

 

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