Just before Christmas, a new Anthropologie store opened – another outpost in Toronto, for the popular American retailer of clothing and housewares. The location: a 19th century church in the heart of Queen St. West that has been respectfully renovated and converted into a cathedral of fashion – or perhaps more accurately a lifestyle temple.
Go west Queen St. West
The location in itself, is one on the leading edge of the gradual westward creep of national and international retail chains, along Queen St. West. Over the past two decades, gentrification has been changing the face of retail along Queen, as it has attracted more chain retailers and forced independents to move further west. The retail core, that once occupied a stretch between McCaul and Spadina, has been gradually shifting westward, first to Bathurst St and now beyond.
Such is the natural evolution of a main street. Dilapidated retail spaces are refurbished, under-utilized properties are re-purposed and neighbourhoods are revitalized. And this new Anthropologie store is on the front lines of the westward movement – and westward revitalization.
Although, by no means cutting-edge on the fashion front, Anthropologie has carved out a niche as an innovative lifestyle retailer with a focus on authenticity, creativity and independent thinking. And they walk the walk with “philanthropie” through their support of local communities and urban renewal – so, this location speaks to the very essence of the brand.
Lifestyle temple
Anthropologie is not the first retailer to re-purpose a non-retail building, nor are they the first to convert a church into a retail mecca. Ralph Lauren converted the turn of the 20th century Rhinelander Mansion, in the Upper East Side of Manhattan, into the ultimate brand immersive experience. Paul Smith, wanting his flagship store to feel like a home, converted a derelict row house in Notting Hill, London, into a retail destination. And in the Netherlands, the Selexyz bookstore chain respectfully transformed a 700-year-old church that had been abandoned and neglected for centuries, into a singular bookstore experience.
Just an aside here – sure, in this case, idealists might say that it’s a sell-out – that this church should have been converted into a community space or gallery. But realistically that would have taken a concerted community effort or a benefactor with deep pockets. Meanwhile, a beautiful building would have gone into decline and eventually being demolished – all the while not enhancing the streetscape or creating a synergy with surrounding merchants. Retail developments when done right, breathe new life into neighbourhoods.
What Anthropologie has accomplished is a subdued and respectful conversion (certainly more subdued than the developer’s initial concept used to secure tenants) – one that nets customers a uniquely appropriate retail experience. Dating back to the 1890’s, the original Methodist church had undergone many permutations, most recently being the home of several small businesses and non-profits – none of which integrated it into the very urban streetscape. As a new Anthropologie store, the building with minimal exterior modifications, save for new display windows, now sits comfortably amidst its neighbours and enhances the pedestrian customer experience.
In the interior, Anthropologie has respectfully maintained the soaring ceilings and beautiful gothic-arched stained glass windows where possible, stealthily mixing old with new. It is so well executed that it’s difficult at times to determine what is new and what is old. As you progress through the store, there is a sense of discovery – with the space and the merchandise. The pockets of space, both original to the building and newly formed lend themselves perfectly to the Anthropologie retail experience – where the eclectic assortment of seemingly disparate products are brought together into themed stories and customers are encouraged to explore and linger.
Where other stores in the chain can seem contrived at times, this new Anthropologie store delivers a uniquely, authentic environment in this once over-looked 19th century church; one that enhances the customer experience, enriches the urban streetscape and brings a new retail vibe to this part of Queen St. West.
