Boutique PENELOPE Quebec, Canada.

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To celebrate the company’s 45 years of existence, the owners of Boutique Penelope wanted to not only expand their Place Ste-Foy business in Quebec City but also refresh its brand image through a new store design.


The goal was to create a flow between the various spaces while preserving the existing display cases. Hatem+D Architecture used a logical and harmonious design concept to devise three distinct and well-defined zones. The “watches” section, in elegant black located in the back of the boutique, features a sales counter and a screen wall.


In the middle, the white “jewelery” area illuminates the space with its counters and a repair workshop that’s cleverly delineated with frosted glass partitions. The balance between this opposition of black and white is smoothly interrupted by the champagne coloured gemstone station, a display overhung by a sculptural structure that resembles the facets of cut diamonds.


The space is topped with a white acoustic module with recessed light fixtures, which brings an elegant contrast to the black ceiling. The large volumes and visual oppositions of this layout all blend together elegantly. Customers are offered an experience that’s both sophisticated and functional, and whose beauty is only matched by the refreshing and refined design.

Design Hatem+D Architecture
Photos courtesy Alexandre Guilbeault
by AN shopfitting magazine ©