Indigo is planning to open a new concept store that aims to get people closer to their passions – whether that’s music and books or plants and beauty products.

This fall, the country’s largest bookstore chain is opening the doors to a 16,000 square foot shopping experience in Toronto’s King West neighbourhood. It’s an urban design that the retailer claims marks a brand evolution.

Though books are still at its core, the company has been transforming its product assortment, digital ecosystem and in-store experiences to “fully realize its goal of helping customers live their lives on purpose.” That has included expanding into other categories like home goods and wellness products, as well as bringing on a wider assortment of vendor partners to reach new consumer groups. Last fall, Indigo and Adidas Canada joined forces on a wellness-centred women’s loungewear, and also launched a Lego kids’ collection.

“We know our customers love the current Indigo stores, but we also know the world is changing and people are craving more meaningful experiences that get them closer to their passions,” says Indigo CEO Peter Ruis, who adds that the concept is meant to be an elevated experience that will be a destination and social meeting place.

According to Ruis, it will be a “total lifestyle emporium… celebrating the best of what Indigo does: books, music, fashion and culture.”

The retailer promises a unique eye-candy environment, centered on a more edited and curated selection of Indigo’s assortment of books, with a new heightened focus on lifestyle products and in-store experiences.

Plans include immersive shoppable product vignettes; a vinyl record shop featuring a jukebox and curated selection of books; a gourmet coffee truck with pastries, snacks, beer and wine; a plant shop with live plants, pots and books; and an event space for gatherings and book club meetings.

The location was selected to thematically align with The Well on King West, a 300,000 square feet residential and retail development featuring a mix of shops, restaurants, fresh food markets and workspaces.

“This location is a perfect fit and is in total harmony with our vision,” Ruis says.

The new store design was developed by UK-based brand innovation studio Dalziel & Pow, which has worked with Diageo to reimagine Dublin’s Guinness Storehouse retail space and Toyota to create a European showroom and design concept. Media Profile is providing PR support.

In Q2, Indigo reported a quarter-over-quarter decline in its core books business, with a 12% total revenue decline from the year prior, in part due to costs associated with a ransomware attack. In the quarter, Indigo also launched its re-imagined website to improve the online shopping experience, part of a broader, heightened focus on digital best practices it started during COVID.