I always admire when a retailer can stay spot on its design message. Frankly, I know how hard it is. Too often, they try to become all things to the every consumer (who is increasingly conscious of what is available), casting a sloppy net but never really doing anything well. And I appreciate a retail experience that is clean, uncluttered and intentional. Enter Avenue Road.
Located away from trendy King Street and the well traveled beat of Designers Walk, just west of nowhere on Eastern Ave, lives Avenue Road. The architecture is sparse, flooded with natural light courtesy of its old Toronto warehouse windows, cool poured concrete floors. Massive sweeping space carefully planned and plotted with simple design stories. They show the how-to deliberately – blending soft seating with brilliantly designed case goods, sharp lighting, cautious accessories. I love, love sourcing here not because it is easy but because it is oh so inspired.
“Each collection, having been carefully selected, must reflect our principles of enduring quality, authenticity and style,” says Michael Barr, Avenue Road’s Marketing Director. “Strong craftsmanship and a unique design language ultimately create a captivating and lasting experience.”
It’s buying is motivated by classic and contemporary design – timeless, sophisticated, enduring – not by the au courant. So just another thing that ups Avenue’s cool factor is its blatant neglect to the trend scene in design. Avenue Road just isn’t interested in that kool-aid. Instead, are dialed into the ever-changing consumer.
“Less trend and perhaps more a sentiment, is the renewed and genuine desire from our audience for true value,” responded Barr when asked what the 2012 design year had in store. “This means seeking out design with integrity, longevity and expression.” Cue opening heavens. Hallelujah.
A few of my favs featured and carried at Avenue Road include Andre Joyau, Christophe Delcourt and Eileen Grey. Love.