A souvenir from Montreal
An efficient strategy, clear signage, an international look complemented by identifying Canadian elements: these are the qualities that caught the jury’s eye in the redesign project for the Montréal–Pierre Elliott Trudeau International Airport’s duty free store. Immediately upon entering, you notice a transition zone that clearly delineates the space. The entirely gloss black decor is intriguing and hints at the product display areas a little further in. The tone of the decor thus announced, the layout extends clearly, helping hurried travellers find their way quickly among the many displays.
In this transit environment, the problem of how to guide shoppers was solved simply and intelligently. White floor tiles denote the flow corridors, while black tiles indicate spaces dedicated to the showcases. Black is also the dominant signage colour, contributing to the boutique’s high-end ambiance. A strong brand strategy integrates regional images. Sculptural elements also anchor visitors firmly in a Canadian theme and provide a nod to this country’s landscape: massive de-barked tree trunks represent trees and thin white lighting strip fixtures hung among them evoke branches, and standing guard over the Canadian souvenirs zone—a sculptured stainless steel moose!