Holt Renfrew Bloor Street's Contemporary Floor Redesign

Holt Renfrew has unveiled a newly redesigned fashion-forward women's contemporary floor (level 3) at their flagship location at 50 Bloor Street West in Toronto.

Holt's Creative Director John Gerhardt was influenced by an increasing desire for optimism in a time of economic decline: "It's interesting how people respond to colour, particularly bold colours... It's amazing how colour transforms our mood." Gerhardt drew inspiration from a wide array of references to create a fresh, new look he calls "bold new world": "There is a strong nod to the '80s in our redesign, with 'New Wave' and Japanese influences as well as references to Artists such as Dan Flavin, Shepard Fairey and Barbara Kruger, infused with a current nod to fashion's new-found fascination with Pantone primaries."

According to Barbara Atkin, Vice President, Fashion Direction for Holt Renfrew, the brand "continues to surprise and delight our customers, and our environments are a great medium to engage... Our new contemporary space makes our fashions more visible, invites our customers to experience elements of whimsy and the unexpected and showcases the accessibility of our great range of contemporary labels, such as Alexander Wang, Elizabeth and James, Opening Ceremony, rag & bone, and 3.1 phillip lim."

From now until the end of May, visit the women's contemporary floor in the Toronto Bloor Street, Montreal and Vancouver locations of Holt Renfrew for a dynamic mix of new fashions and activities ranging from DJs to graffiti artists.