In the heart of Toronto’s Queen West Village, Montreal-based Cozey, a digital-native furniture start-up, has opened its first physical experience centre, designed by LAAB architecture. Breaking away from conventional furniture stores, this flagship centre blends digital and physical elements to provide a unique, curated experience. Here’s a look at how Cozey is reshaping retail, offering a space that merges simplicity with strategic design.
Bringing Digital Into Physical: Cozey’s New Approach
Cozey started as an online-only furniture brand, catering to the demand for at-home comfort during the pandemic. With the launch of their flagship experience centre, Cozey steps into the world of physical retail, though with a twist. The store doesn’t function as a traditional showroom; there’s no on-site inventory or cash registers, as all transactions still occur online. The in-store products act as “avatars,” giving customers a chance to interact directly with the designs and materials before purchasing through Cozey’s digital platform. The experience is more of a guided exploration than a typical shopping trip, embodying Cozey’s minimalist philosophy and prioritizing a hands-on feel.
A Strategic Space Designed for Immersion
LAAB architecture brought a unique strategy to Cozey’s experience centre, centered around what they call “brandscaping.” This approach shapes the space by defining an ideal user journey and creating a seamless brand narrative that flows through the entire design. Led by creative director Michel Lauzon, the LAAB team crafted not only the layout but also custom furniture and display elements, ensuring every detail reflects Cozey’s brand ethos. From a dynamic window showcase that features a fabric-inspired weave to an immersive interior shaped like a cyclorama, the design draws visitors in while keeping the focus squarely on the furniture.
Flow and Functionality in Every Detail
The store layout intentionally guides visitors through a series of curated “rings” or zones, each featuring different products and atmospheres. The journey culminates at a design center, where visitors can learn about Cozey’s materials, configurations, and customization options. Each ring’s layout takes inspiration from photography studios, with curved, edge-lit backdrops that move seamlessly from floor to ceiling. These smooth transitions allow each section to evoke different home environments without relying on artificial room settings. By using soft lines and integrated lighting, LAAB has crafted a space that feels intimate and approachable, a setting that underscores Cozey’s aim to bring comfort into people’s lives.
A Minimalist Vision of the Future of Furniture Retail
The Cozey Flagship Experience Centre avoids the typical trappings of a furniture store, using digital tools to streamline the experience and minimize physical storage needs. This setup allows the store to focus on product interaction and customer engagement, without overwhelming visitors. With this design, Cozey and LAAB challenge the traditional retail model by blurring the lines between physical and digital spaces. Rather than focusing on the brand, the store prioritizes how visitors feel when exploring each piece, aligning with Cozey’s emphasis on simplicity and comfort.
LAAB’s design for Cozey’s flagship experience centre creates a space that feels like a reflection of home rather than a showroom. This pioneering project, which LAAB completed in 2024, signals a new direction for retail, where digital-first brands like Cozey find fresh ways to engage customers in physical spaces.
Category | Details |
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Official Project Name | Cozey Flagship Experience Centre, Toronto |
Location | 1026 Queen Street West, Queen West Village, Toronto, Canada |
Client | Cozey Inc. |
Master Architect/Lead Designer | LAAB architecture inc. |
Strategic Design | UX & Experience design (LAAB), Brandscaping (LAAB) |
Local Architect | CHASE architecture inc. |
Project Manager | Gino Mauri, LAAB |
Design Team |
Lead Designer: Michel Lauzon, Creative Director LAAB Gino Mauri, Project Director, LAAB Daphné Beaudry, Senior Technical Designer, LAAB Maeva Lonni, Design Strategist, LAAB Frédéric Gagliolo, Conceptual Designer, LAAB Maxwell Sterry, Conceptual Designer, LAAB |
Collaborators |
Cossette (brand strategy and identity, service design) Studio Officiel (window showcase industrial design) |
Engineers |
Strudet inc. (structure) Hava Engineering Ltd (mechanical/electrical) ZAAB consulting (Audio-Visual and Automation) |
Permitting & Approvals | de Haan Design Company inc. |
Main Suppliers | Downs McGovern inc (general contractor), Lumigroup (lighting) |
Lighting Designer | LAAB architecture inc. |
Budget | 1.4M$ CDN |
Project Completion Date | May 2024 |
Photographer | Riley Snelling |