Club Monaco

Commodity Market

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In the 1980s, accessible fashion offered little variety, consisting mostly of bold graphic prints or uniform basics that were indistinguishable from brand to brand, with denim leading the scene.

Better Basics

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Club Monaco founders Joe Mimran and Saul Mimran set out to create a new, modern, and timeless aesthetic, introducing a cleaner tone that moved away from uninspired basics and the exaggerated power dressing of the mid-1980s. This shift in style called for a store that embodied the brand’s new approach to retail.

High Humble

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‍‍During the first meeting, the brothers pulled out a craft brown paper bag to reference for how things can be made simply and perfectly. Custom fixtures, novel materials, and an adaptable sales floor captured that essential spirit. The visual merchandising transformed the retail space into an experience of being behind the scenes in fashion, reminiscent of a design studio or buyer’s showroom

Place Making

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‍Club Monaco was one of the first retailers to use experience as a design tool. We integrated a boxing ring at the center of the store to display merchandise, and connected each location to its neighborhood in unique ways.  In Toronto’s Beaches neighborhood, we collaborated with local artists to create an exterior mural, and the Monaco Casino logo was reimagined as a sandcastle.

Racking Up Success

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‍Club Monaco extended the concept to 125 stores across Canada, the United States, Japan, and South Korea, leading to its acquisition by Ralph Lauren in 1999.