Recently, I had the chance to visit Royalmount in Montreal with my colleague and retail expert Stephanie Bleau. As my husband often says, "You don't shop, you do store checks." This new shopping center certainly calls for a detailed analysis, especially when considering its unique concepts that set it apart from other commercial spaces. However, it also opens exciting opportunities for further enhancement.
Accessibility and First Impressions
From the moment you arrive, it's clear that Royalmount has prioritized making access easy and seamless, whether by car or metro. This reflects a strong understanding of modern consumers who value convenience. However, the most intriguing elements lie inside, particularly the contrast between luxury brands and more mainstream stores.
Marie Saint Pierre: A Standout Among Predictable Luxury
On the ground floor, amidst big international luxury brands like Louis Vuitton and Balenciaga, it was Marie Saint Pierre's space that truly caught my eye. Her offering goes beyond mere commerce: she provides a unique experience for her customers by showcasing exclusive vintage pieces alongside a personalized product service. This approach, combining authenticity and tailored experiences, stands out in an environment that can sometimes feel elitist and standardized. Marie Saint Pierre has successfully tapped into customers' desire for something personal and unique, creating a model that other luxury brands could follow. As Stephanie remarked, the person serving us was passionate and knowledgeable about the brand without being pushy or elitist, which enhanced the overall experience.
Rennaï: A New Standard in Holistic Beauty
One of my three clear favorites was Rennaï. Spanning 36,000 square feet and dedicated to beauty and well-being, Rennaï reimagines the modern care experience. Divided into five spheres — Renewal (beauty products), Refreshment (fragrances), Revitalization (body and mind care), Regeneration (skin care), and Replenishment (well-being) — Rennaï offers a holistic vision of beauty that perfectly aligns with today's consumer expectations.
Beyond the calm and beautifully designed space, what stands out most at Rennaï is the exceptional quality of its staff. Each employee is an expert in their field, offering deep knowledge of the products and services available. Exclusive offerings, like Victoria Beckham Beauty, further solidify Rennaï’s image as a modern and forward-thinking luxury destination. The approach is fully integrated: one could easily spend an entire day here between treatments, nutritional consultations, and discovering new beauty trends. This concept redefines the beauty retail experience and is set to become a reference for years to come.
Le Fou Fou at Royalmount: Redefining the Dining Experience
My third favorite is the Le Fou Fou dining hall. This food hall far exceeds the expectations one might have for a mall with its unique culinary concepts and themed bars. The diversity and quality of options, such as Il Miglio, PRIME Beef Bar, and Tori Ramen, make Le Fou Fou a true gastronomic destination.
The space itself is equally impressive: the thoughtful design, sense of intimacy despite its large size, and the unique outdoor terrace offer an experience rarely seen in a shopping center. For a discerning customer looking for both high-quality dining and an exceptional setting, Le Fou Fou provides something distinctly new.
Opportunities: Pushing Boldness Further
Despite its strong points, Royalmount isn't without its shortcomings. While concepts like Rennaï and Le Fou Fou push the boundaries of customer experience, the rest of the offering feels predictable. Instead of artificial trees, why not consider stone or artistic compositions to enhance the aesthetic? Lighting and music could also play a crucial role in setting the mood, depending on the season and time of day, perhaps improvements we might see in the future.
On the upper level, more traditional brands like Garage, Zara, and Sport Experts dominate. These stores are commonplace in most Canadian malls, and their presence here only emphasizes the contrast with the luxury brands below. Still, the overall impression lacked boldness. I would have loved to see more experimental retail concepts from these brands or exclusive stores that could capture the curiosity of novelty-seeking consumers.
Reimagining Aesthetic Spaces
Incorporating modular art installations, collaborations with local artists, or seasonal designs inspired by Quebec’s natural beauty could enhance the visual experience and set Royalmount apart.
Creating an Immersive Atmosphere
Leveraging lighting, music, and scents that change with the seasons or times of day would create a memorable multisensory experience. For instance, curated playlists by local artists or thematic lighting could strengthen the venue’s identity.
Bridging the Gap Between Luxury and Accessibility
Adding niche brands or unique concepts, like a premium grocery store or a high-end SAQ boutique, would elevate the upper level while maintaining balance with the luxury brands on the ground floor.
Experimenting with Exclusive Concepts
Inviting brands to offer pop-up stores or exclusive collaborations would inject a sense of constant novelty and meet consumers’ appetite for unique experiences.
Sustainability: A Solid Foundation to Build On
Royalmount also demonstrates a commitment to sustainability with its LEED and Well certifications. This shows a forward-thinking approach to design and construction, aligning with consumers who are increasingly conscious of their environmental impact. However, this aspect could be further enhanced by more bold retail initiatives that push sustainability to the forefront.
Conclusion: Strong Potential, but Room for Growth
While Royalmount has some adjustments to make, particularly in balancing its luxury and mainstream offerings, concepts like Rennaï and Le Fou Fou showcase its potential for major retail innovation. These two spaces push the boundaries of customer experience and redefine what we expect from a shopping center. The involvement of local creators like Marie Saint Pierre adds a touch of authenticity and personalization that could inspire other retailers to explore similar avenues.
Royalmount lays the foundation for a shopping center that seeks to reimagine customer relationships while focusing on high-quality experiences. However, it is crucial that the center continues to innovate by offering bolder, more exclusive propositions that match its upscale positioning.
This article would not have been possible without the expertise of my friend Stéphanie Bleau
spot on !