Header: doublespace photo, Teddy Shropshire
The Rolex Boutique for Royal de Versailles occupies the ground floor of a 14-story modernist high-rise in Toronto, originally constructed in 1970. The new store changed the base of the building completely, giving it a new limestone façade that contrasts with the existing steel-and-glass structure. Designed by PARTISANS, the new store’s façade has a luxurious look, matching with the expensive products sold inside.
The design comprises a series of fluid stone panels that were digitally sculpted to form a rippling effect, reminding passersby of fabric folds. These limestone panels were fabricated using parametric modeling and CNC machining, allowing for high precision in shaping the stone.
Complementing the new façade, tall, arched display windows allow customers to look into the high-end store. If one decides to go in, a recessed entrance welcomes customers to the world of Rolex. These elements seem to pop out of the curved stone, which seems to be trying to envelop the building further and keep the luxury closely guarded. The designers also placed narrow lighting elements above each of the openings, in partnership with Mulvey & Banani, subtly emphasizing the contours of the stonework at night.
The project can be described as a modern reinterpretation of heritage architecture, as it was designed to balance the mid-century character of the building with more contemporary techniques. Winner of the BLT Built Design Awards in the Architectural Design – Heritage category, it integrates advanced technology with traditional materials, aligning the boutique with the craftsmanship and innovation associated with Rolex’s character while also bringing it to a more modern stance.
