The regulars of the Bref gallery-boutique, rue Bernard Ouest, will have already noticed: the space has doubled! No, it’s not a hallucination, but a real expansion that gives way to a collection for the home, designed in collaboration with the design studio Alphabet.
When you walk into Bref, in the Mile End, it seems like the store hasn’t changed a bit. You can still find there its selection of art and design objects selected according to a specific theme, these days inspired by the holiday season.
But the difference is that a passage was dug to the neighboring premises, which Bref invested in and fitted out with designers from the Alphabet studio. Since the inauguration of this new space on November 10, people can now move freely between the two shops, and between two very distinct universes.
“We had been considering the possibility of having a second location for some time,” says Cynthia Moreau, co-founder of the Montreal broadcasting space Bref with her accomplice, Maude St-Louis.
As for the Alphabet designers, they wanted to get out of their workshop-boutique in Rosemont in order to reach more people. “They wanted to make the brand better known and have a storefront to be able to present their collections,” continues Cynthia Moreau.
The alliance was therefore ideal for the two brands, which joined forces to create this new boutique space. “On both sides, we had an interest in doing this project together to be able to rethink a fun place around the habitat”, sums up the co-founder of Bref.
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PHOTO ROBERT SKINNER, THE PRESS
In addition to the furniture, several small Alphabet objects are displayed in the Home space, including the running board forecourtstorage ladder, shelf little weatheras well as brushes and dust pans.
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PHOTO ROBERT SKINNER, THE PRESS
On the wall, we see the ceramic faces of Catherine Lavoie, as well as the collection of furniture forecourt of Alphabet – suspended by the hooks. There is also a table, chairs and stools, as well as an Alphabet light fixture.
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PHOTO ROBERT SKINNER, THE PRESS
Placed on the shelves little time from Alphabet, we recognize hand soaps and soothing milks from Tangerine, Mélia soaps and ceramic pieces.
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PHOTO ROBERT SKINNER, THE PRESS
In the wall storage unit Free plan from Alphabet hangs one of designer Mark Krebs’ rugs.
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PHOTO ROBERT SKINNER, THE PRESS
Alphabet’s bed, Midnightsurmounted by an original work by Catherine Lavoie, the eclipse. Also, on the left, we find Alphabet’s black laundry pocket, designed to be able to be hung on the wall, and also provided with a strap for transport to the washing machine.
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Like at home
In the new, airy space, Alphabet’s furniture and lighting collections are showcased along with other home-related accessories, created by mostly Quebec artisans.
The idea was to present the Alphabet collections, but bringing them to life with various objects in order to break the slightly more awkward side of a showroom.
Cynthia Moreau, co-founder of Bref
The place is laid out like different rooms in a home: there is a bathroom area, a bedroom area, another for the living room, the dining room… “We came to make a selection of objects that give life to these rooms in the house,” she adds.
Among Alphabet’s rich offer are some twenty pieces of furniture, including two collections of tables, a bed, the new wall storage system Free planchairs, stools… Small objects are also present, including candlesticks, shelves, hooks, not to mention brooms, dustpans and even a laundry bag!
Valuable addition
“In fact, the base is from Alphabet, but Bref came to dress, fit out and decorate the space”, specifies Cynthia Moreau. Additions include bedding, table linens, various decorative accessories, ceramic collections and visual art. In the current theme, two artists present original works, Catherine Lavoie and Jeraume.
As for ceramists, there are also exclusive pieces. For example, Dompierre launched its brand new collection there. Mineral, which is not found elsewhere in its entirety. Ditto for the ceramist Simard, who presents around thirty unique pieces.
In short, it’s worth the detour!