JOELLE Collection boutique
Joelle Collection expands to Place Ste-Foy.
Building on its success in Trois-Rivières, the boutique JOELLE is now opening at Place Sainte-Foy, a landmark for fashion enthusiasts. JOELLE Collection's service and styling guidance are reflected in its warm decor, making it a must destination in the Quebec fashion scene.
The boutique offers an environment that perfectly reflects the world of its customers: a white, calm, soft, warm space, where nature enlivens a setting that is both contemporary and imbued with accents of the past.
The façade, designed to evoke the charm of a European local boutique, stands out with finely lit moldings and paneling. The two perfectly symmetrical arched display windows highlight the central axis of the boutique, offering a visual breakthrough to passers-by along the mall. The grand, majestic doors open onto a distinct universe, paying homage to the vestiges of a distant past.
White canvas with aged wood accents, the store boasts spectacular ceiling heights, exploited fully to create a sense of grandeur. The height is inhabited by an exposed reclaimed wood framework that spans the entire space, creating a rhythmic sequence that extends to the back of the store while bringing the scale down to a human level.
Enhancing the collections
Clothes are displayed, grouped by collection, on straight, white, contrasting and floating block walls in front of gradient brick walls. The strong texture of the walls is enhanced by lighting fixtures that follow their contours. On the floor, a warm wood is installed in herringbone pattern adds a cozy feel to the otherwise white-dominated space. A grandiose chandelier sits at the center of the space like a vestige of the past, drawing the eye all the way to the back of the room.
At the back of the store, an experiential fitting area is set up. Resembling a lounge where friends meet, fittings take place in an intimate, cozy space, where plants decorate the wooden structure, giving the impression that nature has reclaimed its rights in a once-abandoned place.
The creamy white, imperfect brick texture, herringbone wood floors, reclaimed antique furniture and decor with vintage touches make the boutique a singular place in Place Sainte-Foy.
