The flagship of Vancouver’s Hudson’s Bay has renovated and redesigned The Room, the upscale and most avant-garde side of the Canadian department store.
At 13,700 square feet, the square footage of The Rooms remains the same. Yet the attitude has changed dramatically with a wider range of offerings.
Discovery is at the heart of The Room, said Tyler Franch, Hudsons Bays vice president and fashion director. We’ve curated the collections to specifically appeal to the Vancouver market, while emphasizing The Rooms’ unique perspective; one that is more avant-garde and conceptual, with a strong representation of the DNA of each designer brand.
The approach, Franch added, is to showcase emerging contemporary brands all the way to mainstream designer brands like Balmain. Offer a greater range of prices and play more with different adjacencies because we know customers mix price and high and low. This is what looks really new.
Among the innovations and introductions of The Rooms:
Thirty-four previously unsold clothing labels.
Luxury men’s clothing.
Advanced contemporary brands for women including Brigitte Herskind, Ganni, Isabel Marant, Nunushka and Remain Birger Christensen.
A vantage point localized to reflect the Vancouver lifestyle.
Some of The Room’s new clothing brands include Ann Demeulemeester, Area, Attico, Azzedine Alaa, Balmain, Chepova, Christopher Kane, Duarte, JW Anderson, Kassl, Lanvin, Maison Margiela, Peter Do, Rejina Pyo, Rokh, Simone Rocha, Suen Suen, Versace Jean Couture and Vetements.
A section of The Room is designed from floor to ceiling in silver to segment emerging designers for men and women around the world. In addition to conveying that sense of discovery, the region captures a nurturing philosophy, Franch said.
Elsewhere on the floor, there is a group of 10 Korean designers for men, women, shoes and accessories, including emerging brands Kuho, Low Classic, Andersson Bell and Yuul Yie. It’s a micro popup, says Franch. What we love about the Korean style is that it tends to be a bit more oversized, and all about the great fabric, comfy textures, and comfort. This is what currently resonates with customers.
There’s also a concept shop designed like a big blue cage that conveys the Hudsons Bay perspective on a particularly important trend, look or category for the season. There is currently a range of T-shirts. The next step will be outerwear.
With the decision to locate the assortment to better cater to the Vancouver audience, the assortment compared to The Room in Hudsons Bays Toronto flagship, across many of the same designers, looks a lot different, Franch said. The climate of Vancouvers is milder than that of Torontos and the lifestyle tends to be more laid back, active and outdoors, although there has been increasing interest in designers, in part due to the large Asian population of the city.
Additionally, the pandemic, Franch noted, has encouraged us to rethink the way we buy products. The room made its final touch at the end of August.
Within The Room, prices range from low-end Korean designers, to Azzedine Alaa and Balmain, the more expensive lines. The designer line for women also includes Thom Browne and Jacquemus.
Men’s clothing includes Marni, Maison Margiela, Alyx, Haider Ackermann, Y / Project, Lanvin and JW Anderson. The men’s luxury designers are new to The Room Vancouver and have never been sold elsewhere in the store.
Among the brands sold by Hudsons Bay exclusively in the Vancouver clothing market are NAct No.1, Anas Jourden, Arizona Love, Awake Mode, Baum und Pferdgarten, CASC8, Danielle Guizio, Deadwood, F_WD, Gauge81, The Coyotes de Paris, Olivia Rubin and Yuul Yie.
Footwear exclusives include Chloe Gosselin, Kalda, Magda Butrym, Midnight 00, Nicole Saldana, Pwenille x Gia Couture, Rejina Pyo and Superga x Mary K.
The handbag exclusives come from Ganni, Osoi, Rejina Pyo and The Volon.
The Rooms Designer Selection debuted on thebay.com in mid-summer, but the online assortment is growing and the shopping experience will be enhanced next year, with service, visuals and a improved storytelling, according to Franch. It will still be part of bay.com, but will have its own navigation, a different experience, and our most important designers, he said.
The Room opened in Vancouver’s Hudsons Bay in 2011. The Room concept debuted at Toronto’s flagship in 2009. Changes are also being considered.
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