Life, the city | How’s the Plaza?

Our journalist travels around Greater Montreal to talk about people, events or places that make the heart of their neighborhood beat.

Where can you get a budgie, a wedding dress, vinyl or hair extensions while eating a good smoked meat? On the Plaza Saint-Hubert, of course.

If the artist Pony, born Gabrielle Laïla Tittley, chose to settle at 6534, rue Saint-Hubert in 2020, it is because she loves the multiculturalism and eclecticism of the Plaza. “It reflects Montreal and the clash between tradition and the future. »

There coexist businesses “that have existed since the days of neon lights” and those of young people “who want to bring this end of the street back to life”. “It’s touching and it’s weird Pony says.

The Plaza is a world apart. And a conference on the history of the Plaza will also take place this Sunday at the Librairie Paulines.

Institutions follow one another over 1.2 kilometers, vacant premises that display “opening soon”, shops with faded signs, trendy bars and state-of-the-art architects’ offices. However, we do not know the stories that hide behind the doors of some 400 businesses.

On a Wednesday morning, in the VIP lounge of the Oui je le sais boutique, Stéphanie Pothier is all smiles in the sublime white lace dress on which seamstress Manon Tremblay is making the final adjustments. “There are pockets,” rejoices Stéphanie, lifting the bottom of her dress to reveal a pair of Doc ankle boots. Martens with floral patterns that will add a grunge touch to its looks wedding planned in a wood.

Women have been buying dresses from Yes I Wish For three generations. Others return there for a second union. There is also a large Aboriginal and Far North clientele.

Tania shoes

But why has the Plaza Saint-Hubert become a haunt of future newlyweds and graduates? To get the answer, we chatted with Tony Parente, owner of Tania Shoes.

From 1978 to 1980, Tony took part in bridal shows. At the time, he was president of the Plaza Merchants Association. The director at the time, Raymonde Cadieux, and she invited other merchants to participate in trade shows, which created a snowball effect.

Tony Parente still knows by heart the addresses of former and current businesses, which he recites at lightning speed. His store is a journey through time. “I’m the only place left in Quebec that makes dyes in all the colors of the rainbow,” he boasts.

Chez Ricom instead attracts a large clientele of black women – even from the United States – for its lines of cosmetics or hair products. “I live in Amos, in Abitibi, and I come here to buy my products, Jessica told us. Here, there are products for black women that are not available at Jean Coutu. »

If the Plaza Saint-Hubert has always had a very multi-ethnic clientele, many Latino merchants have recently settled between Bélanger and Jean-Talon streets, underlines Mike Parente (Tony’s son), general manager of the Commercial Development Corporation ( SDC) of the Plaza.

The Montreal Plaza Effect

Vien Man Cao Tran and Michelle Vo are preparing to open the Vietnamese wine bar Ăn Chơi. The latter was not convinced of the location of the Plaza at the start. “For me, the Plaza was fabric and dress stores. Clearly, she has changed,” she confesses.

His business partner says he used to go shopping there with his parents when he was a child. “In the 1980s, it was THE place,” he recalls. For immigrants, the Plaza was a bargain spot, but it was posh. Rents are still affordable. More than in Little Burgundy, where he opened the Bar Otto.

Vien Man Cao Tran emphasizes how the opening of the Montréal Plaza by Charles-Antoine Crête and Cheryl Johnson in 2015 restored the Plaza’s image and encouraged the arrival of other restaurateurs, including the Brouillon wine bar, the Beaufort restaurant and Le Système, a bar where you can dance after eating. “This is only the beginning of the new Plaza”, says the man who is nevertheless delighted that the Plaza remains… the Plaza.

Westcott Bookstore

Seeing Terry Westcott stepping out of his second-hand bookstore brings to mind English-language media announcing his arrival at the Plaza in 2018 after he was forced off Saint-Laurent Boulevard due to high rents. He will soon be 80 years old. The choice is vast in his bookshop, but Marie Kondo would faint.

“Business going well?

“People still read books,” replies the Montreal character.

The Aquarium du Nord since 1947!

Next unmissable stop: the Aquarium du Nord. “I am the next generation,” says Vanessa, daughter of owner François St-Louis, behind the checkout. “Aquarium du Nord has existed since 1947 and has occupied the address here since 1961. My grandfather bought the building. It is the oldest animal institution still open in Montreal. This used to be a Chinese restaurant here, and I recently found some neon-era photos that look like the ones in Las Vegas. Ahead, the St-Hubert had a large, luminous rooster. »

In constant evolution

“Recently, many offices have come to set up: TUX, Cardin Julien, La Firme”, underlines Mike Parente, to whom we made an interview request the day before the headlines on the brand new awnings of the Plaza which will have to be modified to better withstand the snow.

Once again, the Plaza will pull through (this time after an engineering imbroglio). The proof: the Nickels is still there, just like the Oscar confectionery, the medieval Dracolite shop and the Raffin bookshop, opened in 1930!

So, how’s the Plaza?

“Better than it has ever been, but it has its challenges,” answers Dave Lechasseur, chairman of the SDC’s board of directors. You have to keep your character, but renew it. »

Next major project: a pedestrianization project planned for next summer. Nothing less !

At the invitation of the Rosemont–Petite-Patrie Historical Society, Justin Bur will lead a conference entitled The Plaza Saint-Hubert from yesterday to today, this Sunday, at 2 p.m., at the Librairie Paulines.