*710 Sainte-Catherine Street West. Photo: Maxime Frechette.*

By Maxime Frechette

Welcome to Montreal Friday. Every Friday this summer, I will show you what’s new in Montreal, because Montreal is a fun and wonderful city to discover. Here are my two discoveries of the week. Follow me on Twitter and Instagram for previews and as well, lets engage on Twitter with hashtag: #FRIDAYMTL.

It's the end of the month and this Friday, I will follow-up on a previous article as well as show you my favourite product of the month.

World's Largest Addition Elle

In a previous article, I revealed that Reitmans recently secured a three-level 10,800 square foot building at 710 Ste-Catherine Street West. In June, Reitmans refused to confirm which of its brands would take the space. Reitmans confirmed this week what everyone was saying -- that its plus-sized brand Addition Elle will move in. It won't be just a regular location, however: the new store will be the biggest Addition Elle store in the world. Addition Elle recently modernized its clothing design and image, having abandoned the mention of '14+' in its name.

Terrace With a View

Do you remember Au Sommet, which I wrote about on July 26? Place Ville Marie inaugurated the four season exterior terrace on the 44th floor, with a very nice space. The best part is that you have a different view than the one at the observatory. It’s perfect to drink a good glass of champagne at Les Enfant Terribles, with the magnificent view.

I also got the chance to try a few amuse-bouches while at the event. I tried their mini chorizo pogos and their take on shepherd’s pie, both of which were absolutely excellent. I found myself unable to refuse seconds.

As great as all this was, I would have to say that the real highlight of the evening had to be the sight of the sun setting over Mont Royal and the sky, illuminated in a full pallet of colours, providing a blissful moment when all worries seem to slip away. The experience wouldn’t be complete without a quick trip to the boutique at the ticket desk, where you can take advantage of several great products, all from the region of Montreal.

The terrace access is included in the Observatory- #MTLGO ticket price.
Instagram : @ausommetpvm Web : ausommetpvm.com

Favourites of the Month

Dinette ‘’Road Trip’’

I love good food and discovery. Last week, I was invited to the launch of the fifth edition of Dinette Magazine at the Au pied Du Courant pop-up village at the foot of the Jacques Cartier bridge. It gave me the chance to discover these two beautiful gems. If you want to know more about Charlevoix region, with a new vision Dinette N05, then this is perfect for you.
Instagram : @dinettemagazine Web : dinettemagazine.com

Shine Vitamin Water

Shine is the newest taste for Vitamin Water, but it’s not just a new flavour. It's also a collaboration with the community. They worked with local artists to help create motivational works of art to help promote their new watermelon grapefruit flavour. With this new campaign, it is possible to not only bring the Vitamin Water home, but also a poster of each art piece.

Vitamin Water has always been a refreshing drink, and their new watermelon pink grapefruit flavour is no exception. A cool glass of Vitamin Water with a few ice cubes and maybe even a lemon wedge (if you’re feeling fancy) makes for the perfect partner sitting on your balcony taking in the sun and reading a good book, or even by the pool.
Instagram : @vitaminwatercanada Web : www.vitaminwatercanada.ca

Canadian Retail News From Around The Web: July 29, 2016