Within design, the placement and curation of an item ranks just as important to its success as the selection of the item itself. When you translate that to a retail setting, the location, design and layout of a boutique directly affects the consumer perception of the shop’s product line. The move from one location to another has the opportunity to transform the vibe of a store, such as the case with the recent relocation of one of Vancouver's top spots for contemporary furnishings, EQ3.
I recently had the opportunity to check out EQ3's stellar new digs and chat with Kevin Milligan, store manager and my go-to source for style within modern furnishings. Working in overdrive since the move, Milligan filled me in on the reason behind the move, the reception the shop has received to their new location and how their clients have responded to the change.
In one of the quickest move turnarounds I've seen, EQ3 closed its former doors just north of Broadway on Granville on June 21 and reopened in their incredible new space at 2536 Granville just one week later. While they remained in their South Granville neighbourhood –literally a few blocks away from their old spot –the transformation is drastic.
In the words of Milligan himself, the move has transitioned the feel of the shop from "a furniture store to a design destination".
Admittedly, the new storefront is stunning. Housed in a massive glass front space that used to be occupied by three separate lacklustre shops, the new EQ3 boasts an expansive, bright open concept plan with skylights, and a combination of chic polished concrete floors and the signature EQ3 hardwood. The layout allows customers to view the full spectrum of the product line, the Marimekko shop-within-shop and the inviting new Design Centre with one vast glance. The flow of the store has been dramatically improved since the previous location, inviting guests through the various room vignettes in the main space and into the tabletop goods and Marimekko room, which has a more intimate sense without feeling closed off.
With their doors now open, Milligan filled me in on what drove the move and how the new hood has been treating them. With the success of the brand, EQ3 was outgrowing their old location; while the South Granville locale suited the store, the multi-level previous storefront simply didn't keep up with the style needs of the company. They wanted to remain in the same neighbourhood, and the transition to the South side of Broadway put them within the design corridor, direct neighbours with the other big names in the industry like West Elm, Country Furniture, Pottery Barn and Anthropologie. The move has been a success, with a strong positive response from clients, a dramatic increase in walk-by traffic (it's hard to resist the striking massive window displays) and a warm welcome from their new neighbours, who have been popping into the new shop to check it out and offer their support.
As a designer, the EQ3 move to a larger shop made me wonder about the future of design and what place new, contemporary furnishings holds within it; the industry seems to see a continuous growth with the big names in modern design, and yet designers are seeing a notable ask from customers for local handcrafted goods.
When I chatted with Milligan about his thoughts on this, I learned the importance that EQ3 places on local design. A proudly Canadian company founded in Winnipeg, EQ3 headquarters are still based there and all their upholstery goods are Winnipeg made; the brand ensures that the locally Canadian elements are at the forefront of their design. In response to consumer demand for customization, EQ3 has created an upholstered goods collection that can be custom ordered in a variety of leg options and over 100 stunning fabrics and leathers to choose from. While it isn't the hyper local handcrafted goods that have taken Vancouver by storm, the level of customization available within the upholstery collection at EQ3 suggests that the mainstream modern furnishing industry has taken note of consumer demand and is making strides toward the personalization of design.
EQ3
2301 Granville
604-681-5155
