SIMONS TO OPEN AT WEST EDMONTON MALL IN ... - Philip Beesley

SIMONS TO OPEN AT WEST EDMONTON MALL IN AUGUST 2012
Renowned 170 year-old fashion retailer opens first store outside of Quebec
Toronto, ON (May 2012) – Simons, the esteemed family-owned fashion retailer from Quebec City,
will open its first store outside the province of Quebec in August 2012 at West Edmonton Mall.
The 115,000 square foot store will be located on the second level, in the north-west corner of the
mall along Europa Boulevard.
With seven locations in Quebec and more than 170 years in the business, Simons is an authority in
fashion with a unique shopping concept. Simons offers a curated selection of renowned
international designers (such as Balmain, Missoni and Paul Smith) and a fashion-forward
collection of its own exclusive and innovative private label brands for men and women, making
it well known for its incomparable selection of merchandize for everyone. Simons also carries
home fashions for the bedroom, bathroom and kitchen.
“We look forward to bringing the Simons experience to Edmonton – a vibrant, growing city with
an appreciation for inspiring fashion,” said CEO Peter Simons. “Creativity is ingrained in
everything we do, not only through our distinctive selection of merchandise, but in the design of
the store itself.”
Simons stores are compelling, original environments created to inspire customers through
fashion, art and architecture. The location at West Edmonton Mall is no different, with its design
by award-winning firm Figure3 and realization by Lemay Michaud. Even from the outside Simons
stands out. On the exterior surface, vertical, twisted titanium blades create an ever-changing
arching motion and a 30 foot cube of glass appears to be carved into the corner of the building
becoming a shining beacon – day or night.
Adding to the unique design of Simon’s West Edmonton Mall location is a stunning installation by
the acclaimed Canadian architect, Philip Beesley. Suspended within the glass cube, a canopy
of undulating crystalline columns use sensory mechanisms to respond to human movement,
creating a gently swelling and rippling ocean of light.
The 95,000 square feet of shopping space is intelligently planned for instinctual navigation and a
clean, modern esthetic brings a cohesive design to the store.
The primary men’s and women’s areas are centrally located and easily identifiable by their
colour palettes and prominent fitting areas: emerald green for women and petrol blue for men.
Within each section is a boutique area showcasing the high-end designer labels.
For younger shoppers, bold colours and interactive features make for unique landmarks within
the store. Express fitting rooms for women are cone-like and descend from the ceiling for quick
sizing checks, in addition to full-fledged change rooms well-equipped with space for friends. The
denim area for men has a bar-like set up with stools and a gaming wall for shoppers to play
while they shop.
Mini digital photo studios allow shoppers in these two areas to capture endless fashion
combinations with access to social media outlets for instant feedback.

The extensive collection of accessories sits in the middle of the store, acting as a pivot point
connecting each fashion section. The store also features a lingerie boutique and a home
fashions area.
A wide selection of Simons’ fashions, accessories and home décor is available for purchase at
www.simons.ca.
About Simons
Simons was founded in 1840 by John Simons as a dry goods store in Quebec City. Since then,
the company has built its reputation on being passionate about fashion – a value that has been
handed down from generation to generation. Today, Simons has seven well-established stores in
Quebec: Montreal, Laval, St. Bruno, Sherbrooke, and three locations in Quebec City including its
headquarters in Old Quebec City.
Follow Simons on Twitter: @SIMONS_eng (English) or @Simons (French), Facebook:
facebook.com/simons.ca or visit www.simons.ca.
For English communication, contact:
Carla MacNeil, Jane Gill & Associates, carla@janegillpr.com, 416.922.4404 ext. 23
For French communication, contact:
Harry Tsantarolakis, Simons, htsantarolakis@simons.ca, 514.282.1840 ext. 1155