Strøm launches AWŪ, its sister brand of accessible urban wellness

Backed by the expertise that has earned its Nordic spas numerous distinctions — including the title of Best Day Spa in Canada for two consecutive years — Strøm unveiled last October AWŪ, its new sister brand. Designed to offer an urban, accessible, and energizing experience, AWŪ complements the Strøm universe by introducing a vibrant and inclusive approach to wellness, created for a new generation of city dwellers seeking inspiring spaces. This urban sanctuary will offer an immersive soft-wellness experience in the heart of the city, while drawing on the expertise that has built the reputation of Groupe STROM.

An urban sanctuary where movement, connection, and balance come together

AWŪ offers a wellness experience where body, mind, and senses meet in a warm and welcoming atmosphere.

Upon opening, guests will find:

• a complete thermal circuit including rooftop pools and indoor–outdoor spaces;

• massages and aesthetic treatments inspired by rituals from around the world;

• a mindful movement studio;

• an express beauty bar;

• a schedule of occasional events and workshops;

• access to open, flexible spaces suited for nomadic work;

• a café-restaurant focused on freshness and discovery;

• a boutique offering inspired collections and everyday essentials to extend the experience beyond the sanctuary.

A design with a strong DNA

AWŪ draws inspiration from places discovered through travel, whose atmospheres and materiality shaped the project’s guiding vision. The spaces blend Mediterranean and tropical touches, tinted with nostalgia and a curated imperfection, to create fluid and peaceful environments. Interior and exterior layouts merge into one continuous experience, with a movement studio to energize guests and modular spaces supported by diverse furnishings. The harmony of natural and raw materials, paired with a warm and vibrant color palette and abundant vegetation, creates a welcoming atmosphere—one that encourages socializing, enjoyment, and a sense of freedom, all within an urban setting.

Two announced locations, an international vision

AWŪ was designed from the outset with agile and disciplined development in mind, based on a flexible implementation model adapted to urban environments. The first two sanctuaries will open at DIX30 and in Québec at the beginning of 2026.

With a growth strategy focused on the future, AWŪ was conceived to adapt to the realities of major cities around the world and to carry the expertise of Groupe STROM beyond Québec. Development will proceed in a targeted and responsible manner, with a project in Seattle (United States) already under consideration.

About Groupe STROM

Founded in 2009 in Île-des-Sœurs, Groupe STROM has experienced sustained growth, driven both by strategic expansion and by public and tourism recognition. With a mission to make everyday wellness accessible, it now brings together more than 1,500 talents, welcomes over 700,000 visitors annually, and operates 10 establishments under its various brands.