The 13,000-square-foot space marks the e-commerce leader’s most ambitious leap from URL to IRL.

What could be more irresistibly high-low than a plated cheeseburger on a white marble table, promising to drip rich rivulets of liquid foie gras down your fingers and chin as your take your first decadent bite?

The sidewalk outside of Frank & Oak’s newly minted Montreal flagship is bare; no superfans have pitched tents on the pavement, the way they do when mass market retailers release collaborations with fashion’s elite. This is something different.

Svelte, poised, and dressed in all-black, 33-year-old Jordanian-born, Montreal-raised, Paris-based creative Rad Hourani is best known as a fashion designer, although this certainly does not encapsulate his totality.

Calling Sid Neigum an over-achiever would be an understatement. At 27-years-old, the Alberta-born, Fashion Institute of Technology-trained womenswear designer has won every major emerging talent award in Canada.