Shopping through the eyes of the tastemakers
Indigo’s new location designed as gallery-inspired ‘cultural department store’
Indigo is certainly trying.
In an era where bookstores are struggling, the Canadian chain headed by CEO Heather Reisman is in growth mode, trying to become the world’s first “cultural department store.”
Over the past few years, Indigo has grown its selection beyond just books to include everything from paper products and stationary to baby lines, and fashion items to houseware and art. It’s looking at shopping through the eyes of the tastemakers — those who create culture, says Reisman.
Late in May, Indigo capped off its transition by rolling out the gem in its evolution, with a new store at Sherway Gardens in Etobicoke — designed by Toronto-based Burdifilek — inspired by a cultural icon: art galleries.
We took a tour of its new location, complete with a giant blue piano, digital art and sculptures, and of course, beautifully displayed books.
Shops within shops
The first thing shoppers will notice when they wander into the new store is how compartmentalized the space is, says Diego Burdi, creative partner at Burdifilek. They wanted to make the space feel segmented — much like a museum or art gallery might. This encourages shoppers to pause and admire the displays and makes the entire store feel more “meanderable,” he says.
For example, in A Room of Her Own, the section is bedecked with books by women about women and fashionable merchandise, like bags and jewelry. The Art and Photography section is adorned with frames, prints and relevant reading materials.
Products as art
Indigo wants you to judge books by their covers. The overall colour palette was specifically kept neutral, Burdi says, with the walls kept colourless, and the bookcases and display tables in a light-wood shade. Publishers and manufacturers are doing such a good job creating beautiful covers and packaging, that this alone acts as the art in the space, he says. Reisman adds that the colours were chosen to keep the space warm, inviting, comfortable and relaxing, and to help keep everything from feeling cluttered.
Looking up
Much like you’d find in a trendy New York gallery, the ceiling keeps its industrial look, with exposed piping painted black to keep the focus on the floor, Burdi says. Lighting was a key factor in the store’s design, he adds. “(It) is more dramatic. But it’s extremely well-lit — better than other Indigos.”
Pinterest-worthy inspiration
Of course, no art gallery would be complete without rotating exhibits: at Indigo, its seasonal display plays the part. In this case with cottage season upon us, the retailer opted for a Pinterest-worthy Mason-jar chandelier (people can buy the Mason jar lamps), dotting the department with canoes, and appropriate cottage reading material.
Displays such as these are meant to give shoppers ideas about how they might use the decor in their own homes, Reisman says.
Play it, Sam
Pianos aren’t unusual in Indigo and Chapters stores across the country. But this particular one has special meaning for Reisman. “Blue is obviously of interest, given our name,” she says. “But that particular blue was inspiration from an artist called Yves Klein, an abstract expressionist famous for creating (the colour) Yves Klein Blue. And that’s the colour we got as close to as we could. Turning (the piano) blue feels like an art installation.”
Digital art
While lots of retailers are using digital screens to display available products or allow shoppers to search for more information, Indigo opted to outfit the screens with beautiful images, says Reisman, such as one of peonies by artist Diana Thater. “So it’s a digital art installation.”