VMSD - September 2017 - 8

THE

GOODS
edited by Jennifer Acevedo

PORTFOLIO:

S

caling design to fit highdensity metropolitan areas is the
name of the game for Toronto's
urban infill - an initiative spearheaded
by the Liquor Control Board of Ontario
(LCBO). When Toronto-based II by IV
Design stepped up to the challenge of
bringing a craft liquor store to the neighborhood, fitting its vision of "retail theater" into 7476 square feet was the biggest
hurdle. "Our brief as part of the urban infill
concept was to appropriate the product
within a smaller footprint and balance it
with creativity," says Founder and Project

8

SEPTEMBER 2017

|

VMSD.COM

Lead Keith Rushbrook of II by IV Design.
"Inspired by vineyards and the craft process
of making spirits and beer, it's all about
romancing the product."
There's limited space in midtown
Toronto - an up-and-coming area of the
city that's packed with 30-something professionals. In this second LCBO location,
in a smaller format, at the corner of Eglinton and Dunfield Avenues, designers had
3000 fewer square feet to work with. "What
at first looked like a challenge actually
worked to our benefit: The tight entryway
and narrow focus allowed us to set the

scene for our retail theater, with the product taking center stage and the consumers
acting as our audience," Rushbrook says.
"The proportions of the space accentuate
the drama."
The store speaks to the locale's discerning urban demographic, with a bespoke,
label-driven product in a premium setting.
Subtle nods to the winemaking process are
peppered throughout - from the gabion
aeration wall behind the LCBO graphic to
the rustic wine barrels that line the interior
walls. The narrow entrance theatrically
opens out onto high ceilings, accentuated

DAVI D W HITTAKE R , T OR ON TO

LCBO, Toronto


http://www.VMSD.COM

Table of Contents for the Digital Edition of VMSD - September 2017

VMSD - September 2017
Contents
From the Editor
Vmsd Editorial Advisory Board
The Goods
Design Detail
New Beginnings
Tearing Down Walls
Car Talk
Special Report: Retail Lighting Design
Showroom
Ad Index
Checking Out
VMSD - September 2017 - Intro
VMSD - September 2017 - VMSD - September 2017
VMSD - September 2017 - Cover2
VMSD - September 2017 - 1
VMSD - September 2017 - Contents
VMSD - September 2017 - 3
VMSD - September 2017 - From the Editor
VMSD - September 2017 - 5
VMSD - September 2017 - Vmsd Editorial Advisory Board
VMSD - September 2017 - 7
VMSD - September 2017 - The Goods
VMSD - September 2017 - BI1
VMSD - September 2017 - BI2
VMSD - September 2017 - T1
VMSD - September 2017 - T2
VMSD - September 2017 - T3
VMSD - September 2017 - T4
VMSD - September 2017 - T5
VMSD - September 2017 - T6
VMSD - September 2017 - T7
VMSD - September 2017 - T8
VMSD - September 2017 - T9
VMSD - September 2017 - T10
VMSD - September 2017 - T11
VMSD - September 2017 - T12
VMSD - September 2017 - T13
VMSD - September 2017 - T14
VMSD - September 2017 - T15
VMSD - September 2017 - T16
VMSD - September 2017 - 9
VMSD - September 2017 - 10
VMSD - September 2017 - 11
VMSD - September 2017 - 12
VMSD - September 2017 - 13
VMSD - September 2017 - Design Detail
VMSD - September 2017 - 15
VMSD - September 2017 - 16
VMSD - September 2017 - 17
VMSD - September 2017 - New Beginnings
VMSD - September 2017 - 19
VMSD - September 2017 - 20
VMSD - September 2017 - 21
VMSD - September 2017 - 22
VMSD - September 2017 - 23
VMSD - September 2017 - 24
VMSD - September 2017 - 25
VMSD - September 2017 - 26
VMSD - September 2017 - 27
VMSD - September 2017 - 28
VMSD - September 2017 - 29
VMSD - September 2017 - 30
VMSD - September 2017 - 31
VMSD - September 2017 - 32
VMSD - September 2017 - 33
VMSD - September 2017 - 34
VMSD - September 2017 - 35
VMSD - September 2017 - 36
VMSD - September 2017 - 37
VMSD - September 2017 - Tearing Down Walls
VMSD - September 2017 - 39
VMSD - September 2017 - 40
VMSD - September 2017 - 41
VMSD - September 2017 - 42
VMSD - September 2017 - 43
VMSD - September 2017 - Car Talk
VMSD - September 2017 - 45
VMSD - September 2017 - 46
VMSD - September 2017 - Special Report: Retail Lighting Design
VMSD - September 2017 - 48
VMSD - September 2017 - 49
VMSD - September 2017 - 50
VMSD - September 2017 - 51
VMSD - September 2017 - 52
VMSD - September 2017 - 53
VMSD - September 2017 - 54
VMSD - September 2017 - 55
VMSD - September 2017 - 56
VMSD - September 2017 - 57
VMSD - September 2017 - 58
VMSD - September 2017 - 59
VMSD - September 2017 - 60
VMSD - September 2017 - Showroom
VMSD - September 2017 - 62
VMSD - September 2017 - 63
VMSD - September 2017 - 64
VMSD - September 2017 - 65
VMSD - September 2017 - 66
VMSD - September 2017 - Ad Index
VMSD - September 2017 - 68
VMSD - September 2017 - 69
VMSD - September 2017 - 70
VMSD - September 2017 - 71
VMSD - September 2017 - Checking Out
VMSD - September 2017 - Cover3
VMSD - September 2017 - Cover4
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