By Helen Siwak

Canadian telecommunications giant Bell recently commissioned interiors from interior design firm Burdifilek to shape a high-end, next-generation store concept, which is a first of its kind for the company. The storefront recently opened at the Square One shopping centre in Mississauga.

The new Bell store design is characterized by soft wood, organic shapes, and clean lines, the effect is one more likely to be found in high-fashion boutiques, rather than in a main street shopping mall.

For Bell, Burdifilek was challenged to create a welcoming atmosphere of a technology-driven retailer. The store is cleanly designed with a strategically limited palette. The design has already spurred a spike in customer engagement, which was measured across various touch points of Bell’s in-store presence. It’s said to be more sophisticated than anything seen before in the telecom sector.

Throughout the space, Burdifilek employs pale wood and soft off-white lighting to contrast the slick screens and hardness of the store’s products. By playing with proportions and introducing a more polished set of materials, Burdifilek played with Bell’s proprietary brand palette of blue, white and wood to create a low-key backdrop, where the products and customers can take centre stage.

The fixtures are unique to Bell and are composed of pale wood with slotted troughs in an expanded size from the original. The redesign of the consultation tables encourages more interaction between staff and customers as they double as perch points and check-out counters.

From the heavy hardware of yesteryear to sleek and stylish gadgets today, tech products have evolved from functional tools to luxe accessories that act as essential extensions of today's fast-paced, fashion-conscious consumer. Even as their products and their customers become increasingly sophisticated, legacy telecoms companies have mostly failed to evolve alongside them, with cookie-cutter, mass-market outposts serving as the industry's default in-store experience.

Recognized as one of the leading interior design firms, Burdifilek is the mastermind behind some of the most beautiful retail concepts. The Toronto-based studio has a staff of 35 persons, and is at the forefront of design, bringing an unwavering point of view to creative projects for brands around the world.

Helmed by Diego Burdi and Paul Filek, the design firm has won over 150 awards including I.D. Magazine’s Annual Design Review, Best of Canada by Canadian Interiors, and the Annual Interior Design Competition sponsored by IIDA/Interior Design Magazine.

*DIEGO BURDI (left) AND PAUL FILEK (right) PHOTO: NORMAN WONG*

Examples of their Canadian work can be found in Toronto – Pink Tartan, Moose Knuckles, Mackage, and Holt Renfrew Main Floor, Vancouver – Champagne Bar, and in Montreal – Holt Renfrew Couture Room, Mackage. The Joe Fresh interiors in New York City have been lauded as refreshing and awarded Best of Year Fashion Retail in Interior Design.

With the first Burdifilek designed store complete at Square One the Bell ‘next-generation’ concept store is set to roll-out across Canada.

Square One is one of Canada’s largest, busiest and most productive super regional shopping centres, according to Retail Council of Canada’s most recent Canadian Shopping Centre Study.

Helen Siwak is the founder of EcoLuxLuv Communications, publisher of Folio.YVR Luxury Lifestyle Magazine, and specializes in the Luxury Lifestyle niche. She is the West Coast Correspondent for Retail-Insider and has a vast freelance portfolio including Montecristo Magazine, Boulevard English & Chinese editions, and Indulge. When not attending high-profile events in Vancouver's 'Luxury Zone’ or on assignment abroad, she can be found at home honing her plant-based cooking skills and caring for her rescues. helen@ecoluxluv.com

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