The organized displays housing T-shirts of every shade might make you think you’ve stumbled into Uniqlo, the popular Japanese fashion retailer. Upon closer inspection, it’s quite evident Canada’s Joe Fresh is telling a different – softer – colour story.

The shop’s clean, refined aesthetic is representative of the work of Toronto’s Burdifilek, the designing force behind such projects as the award-winning Brown Thomas Luxury Hall in Dublin, Neiman Marcus in Boston and the W Hotel in Atlanta.

Stark white walls, cube-shaped platforms and matte grey flooring form the canvas for this project, which spans almost 1,115 square metres over two floors on Vancouver’s stylish Granville Street. Large and textured, oak Parsons tables, in combination with white powder-coated shelving and transparent sandblasted acrylic accents, lend a modern backdrop for Joe Mimran’s consistently colourful and changing collection. Small and sparse spotlighting casts shadows across the walls and partitions, some of which display simple graphics of grey, bare trees that echo the overall minimalist feel.

Burdifilek will also work on stores that are slated to open this spring in Mississauga, Brampton, Vaughan (all in Ontario), and Rocky View, Alberta. Two Toronto locations will follow in the fall.

Joe Fresh is located at 540 Granville St. in Vancouver.

Photos by A-Frame.