Apple Unveils Newly Designed Montreal Store in Historic Setting
A revitalized retail experience awaits Apple customers in Montreal, as the tech giant officially opened the doors to its redesigned store on Sainte-Catherine Street on Thursday, January 16th. The new location marks a significant shift for apple in Quebec, moving away from a modern glass and aluminum structure to a entirely restored historic building.
The previous store, inaugurated in 2008, had begun to feel constrained by the growing number of shoppers in downtown Montreal. While its initial 830 square meters felt expansive at the time, it proved insufficient to accommodate the constant crowds.The relocation to the intersection of Sainte-Catherine and de la Montagne streets addresses this issue, offering increased space and a more immersive environment.
This new Apple Store represents a broader strategy the company has embraced in recent years – investing in historically significant locations to blend its modern aesthetic with the character of the surrounding community. Similar projects include the Apple Tower Theater in Los Angeles and the Apple Via del Corso in Rome. This approach signals a commitment to not just selling products, but creating destinations.
The three-level store features familiar Apple retail elements, including solid oak tables, a dedicated Today at Apple Forum with a large screen for sessions, and an expanded Genius Bar to better serve its growing customer base.
Deirdre O’Brien, Apple’s senior vice president of Retail, attended the inauguration and emphasized the brand’s long-standing connection to Montreal. “For nearly 20 years, we have been proud to be part of the downtown Montreal community, whose spirit of creativity and innovation continues to inspire us,” she stated. “We are incredibly excited to build on this long-standing relationship and create a destination where our customers can experience the best of Apple.”
To celebrate the opening, Apple hosted Montreal illustrator Catherine Potvin, who led artistic demonstrations using the iPad. Customers who visited on Thursday and Friday, January 17th, had the opportunity to receive a personalized illustration directly on their shopping bags, adding a unique touch to their Apple experience.
The opening of the redesigned Montreal store underscores Apple’s continued investment in its retail presence and its commitment to creating spaces that foster creativity and community engagement.
Why did Apple redesign the Montreal store? The original store, opened in 2008, became too small to accommodate the increasing number of customers. Apple responded by relocating to a larger, restored historic building at the intersection of Sainte-Catherine and de la Montagne streets. This move addresses space constraints and aligns with Apple’s broader strategy of investing in historically significant locations.
Who was involved? Key figures include Deirdre O’Brien, Apple’s senior vice president of Retail, who attended the inauguration, and Montreal illustrator Catherine Potvin, who provided artistic demonstrations. The project also involved the restoration of a historic building, impacting the downtown Montreal community.
What changes were made? Apple transitioned from a modern glass and aluminum structure to a fully restored historic building. The new three-level store features solid oak tables, a larger today at Apple Forum, and an expanded Genius Bar. The opening was celebrated with personalized illustrations for customers.
How did it end? The store officially opened on Thursday, January 16th, with a celebration featuring local artist Catherine Potvin. The opening signifies Apple’s continued investment in Montreal and its commitment to creating community-focused retail spaces. The event concluded on Friday, January 17th, after offering personalized shopping bag illustrations.
