Toronto shoppers, prepare to get lost (in the best possible way). Simons—Canada’s family-run fashion institution—has opened a dazzling new three-level flagship at CF Toronto Eaton Centre, and it’s equal parts clothing emporium and mini contemporary art museum. The 112,000-square-foot space blends the brand’s signature LifeWear-meets-design sensibility with ambitious art installations, digital cinema-grade visuals and boutique-style shopping zones that make wandering the store feel like a weekend outing.
Step inside and look up. A centrepiece 3D mural called Permanent Structure 4 (by Trevor Wheatley and Cosmo Dean) stretches several floors high, repurposing commercial signage into a poetic, layered collage that asks you to pause between racks. Nearby, Rodeo FX—yes, the visual-effects wizards behind Game of Thrones and Stranger Things—has contributed three cinematic digital works that turn escalator rides into immersive moments: think drifting ribbons, towering vertical LED “Elemental Worlds,” and a macro-animation that follows the life of a plant through texture and bloom. It’s fashion, fine art and a little bit of movie magic rolled into one shopping trip.
But Simons didn’t stop at spectacle. The design theme—“Perennial Ephemera”—wraps the store in a warm balance of calm and surprise, where natural light, clever layouts and texture-forward displays make even a basic tee feel considered. Curated “style environments” guide shoppers through private-label collections like Twik, Icône and Contemporaine alongside Édito, the edit for luxe designers. If you love discovery, you’ll find local makers in Fabrique 1840 (over 200 Canadian artisans), home finds, and a thoughtful Vision program highlighting garments with reduced environmental impact. It’s the kind of retail that nudges you toward pieces that feel good on and feel good to buy.
Simons also leans heavily into community and creativity. The Walk of Frames—20 art stations featuring 40 original works from 15 Canadian artists—threads local voices through the store, with QR codes at each stop to unlock artist stories. Toronto-based creators get major love here, and Indigenous artist Renée Condo’s bead-based work anchors the collection with heritage and heart. It’s shopping that doubles as a small cultural tour.
There’s business muscle behind the beauty: this Eaton Centre opening—together with a recent Yorkdale debut—represents nearly $100 million invested in Toronto and around 400 new jobs in the GTA. “Opening at the iconic CF Toronto Eaton Centre is not just a milestone… it’s a celebration of Toronto’s spirit,” says Simons President and CEO Bernard Leblanc, a sentiment that feels genuine the minute you step through the doors.
New to the Simons playbook is Dress Yourself, a creative project encouraging joyful, authentic dressing as an everyday act. Through immersive displays and activations, the initiative spotlights self-expression and style as personal performance—part museum installation, part runway, part pep talk for your closet. It’s exactly the sort of idea that turns a trip to the mall into an inspiration run.
Bottom line: whether you’re hunting for a crisp work blazer, a statement sneaker, or a keepsake from a Canadian maker, this Simons is built for lingering. Bring an empty tote, a curious eye, and maybe a slow hour to wander the Walk of Frames. Fashion, after all, looks even better when it comes with a story. —Noa Nichol
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