ECCO’s New Toronto Flagship Balances Classic and Contemporary
A bold new direction for the heritage leather-goods label.
If you’re a regular on Toronto’s Ossington strip, you might’ve noticed a shiny new storefront on the vibrant thoroughfare: ECCO’s new flagship store. The Ossington concept store reflects the Danish leather-goods label’s new direction, complete with a slick design by Toronto architects Ron Noble and Arthur Goldstein. “In the context of Ossington Avenue’s vibrant street life, it is an opportunity for ECCO to engage and attract a younger generation of people who may not know about the brand,” Noble says of the store, which includes a unique modular shelving system that incorporates ECCO’s signature leather. “Our goal was to attract people into the space, and then for them to discover and engage with the product and ultimately the brand.”
ECCO has long been a global leader in leather innovation and craftsmanship, but the concept store reflects the brand’s fashion-forward rebrand. It serves as a kind of exhibition of ECCO’s past and present. The front showcases new products and collaborations, the kind of sleek, hiking-inspired shoes that will satisfy gorpcore enthusiasts everywhere. The middle section highlights ECCO’s classic offerings, an assortment that won’t alienate your parents. The back area displays ECCO Leather goods.
To bring the concept to life, ECCO also partnered with local artists to redesign its traditional retail experience. A green three-legged chair from artist Chris Fusaro anchors the front, while sculptural fixtures and pieces from brother duo Susan For Susan make the space feel more like an art gallery than a store. This creative approach breathes “new life and a fresh perspective into ECCO’s brand identity,” says Jackie McKeown, the store’s creative director. “Partnering with local artists was integral to creating a dynamic community around the brand within the neighbourhood.”
The Ossington store carries a combination of styles from the Canadian collection and products exclusive to the Toronto location—the perfect last-minute holiday gift for real hikers and those who just dress like them.
