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Pilgrim Toronto Eaton Centre
By : Entre Quatre Murs
GRANDS PRIX DU DESIGN – 17th edition
Discipline : Interior Design
Categories : Commercial Space / Commercial Space ≤ 1,600 sq.ft. (≤ 150 sq.m.) : Gold Certification
The North American fashion and accessories market recently welcomed the new Pilgrim boutiques, the renowned Danish brand of jewelry and accessories. The objective of this project was to revisit the brand’s store concept to better adapt it to the preferences of the North American public while preserving its distinctly Scandinavian essence.
Upon entry, the conceptual intentions unfold: to create a welcoming and elegant atmosphere by skillfully playing with details and textures. The black wall displays elegantly merge with a clear backdrop, creating a visual contrast that highlights the jewelry. The main innovation lies in the use of a continuous material: Venetian plaster, evoking a more tactile and immersive shopping experience. This material not only covers the walls but also the ceiling above the checkout counter, the new cylindrical displays, and the scattered oval tables in the store, creating a more immersive experience. The integration of curves and round shapes in the furniture and textured walls subtly evokes the aesthetics of the human body, contributing to creating a welcoming and soothing environment.
The new layout highlights a subtle blend of the brand’s existing furniture while introducing a custom black central island with straighter lines. This island, contrasting with the rest of the interior, immediately catches the eye upon entry, inviting customers to sit, interact with the staff, and explore the featured collections. Two fitting stations, on either side of the space, offer a more personalized experience for customers seeking a moment alone.
The concept also enriches itself with a small lounge area, allowing for a break or comfortable waiting while acquainting oneself with Pilgrim products. This lounge, accompanied by decorative shelves integrated into the walls, brings a « home-like » feel, encouraging visitors to take their time in an enveloping environment. Nearby, discreetly located at the back of the store but visible upon entry, a dedicated piercing area adds an additional service dimension to the boutique, inviting customers to consider the on-site piercing experience.
The checkout counter is cleverly positioned under a ceiling bulkhead housing a faux skylight above a custom planter box, incorporating biophilia into the project. This natural touch enriches the boutique’s ambiance, compensating for the lack of natural light. Plants and pebbles are also displayed in the storefront and at the back of the boutique, reinforcing the sense of garden, nature, and delicacy associated with the Pilgrim brand.
The aim of this conceptual overhaul was to ensure that customers feel comfortable and take the time to discover the products. The ultra-minimal aspect of the concept originally implemented in Europe, which was entirely in line with Scandinavian values, needed reinterpretation to stand out in the North American market. The idea was to maintain simplicity in materiality while offering a shell richer in details to accompany visitors in a universe as refined as the jewelry the brand offers.
In summary, Pilgrim adapts its boutiques to the North American market by merging Scandinavian simplicity with sophisticated details. Embracing a warm ambiance, clever layout, and attention to detail, this new boutique offers a space where customers can leisurely explore their full range of products. This transformation promises to attract the attention of fashion and jewelry enthusiasts seeking a unique, simple, and refined experience.
Collaboration
Interior Designer : Entre Quatre Murs
