Where Digital Art, AI, and Innovation Converge

Blending creativity and innovation, Groupe Dynamite Inc. (GDI) has unveiled its latest 8,000 sq. ft. Dynamite flagship boutique in Royalmount, Montreal's newest lifestyle destination. Designed to provide a unique, gallery-like shopping experience, the store offers day-to-night fashion in a space where modern architecture meets cutting-edge technology.

Photo credit: François Descoteaux

The Dynamite brand name is rooted in the Greek word δυναμις (dunamis), meaning power, a fitting foundation for the store’s design that emphasizes spectacular entrances, fluid zoning, and timeless materials. The boutique features three grand arches, guiding customers into a space where organic layouts and merchandising zones create intimate, customer-centric environments.

Artistic Integration: Merging Fashion and Digital Art

The boutique’s immersive atmosphere is further enhanced by a digital installation from French artist Bérénice Golmann, curated by MASSIVart. Titled Future / Nature, the artwork introduces an abstract narrative of natural elements, allowing customers to embark on a surreal visual journey that celebrates the constant transformation of matter, light, and life. The piece echoes the store’s dedication to innovation, positioning the retail space as not just a shopping destination, but a place of artistic and sensory discovery.

A New Retail Experience: Where Fashion Meets Technology

The store’s innovative design extends to its customer experience, offering personalized, one-on-one interactions with stylists. Customers can enjoy a thoughtfully designed try-on experience in spacious fitting rooms that blend comfort with luxury. The boutique also features meticulously curated collections, exclusive capsules, and on-site stylists, ensuring a premium shopping experience. Architectural elements such as curves, brass fixtures, custom waterjet flooring, and touches of gold leaf add a sophisticated touch to the space. The boutique also boasts sustainability-focused elements like LED lighting, low-emission microcement wall finishes, and locally made custom furniture, reinforcing its commitment to environmental responsibility.

Technology-Driven Innovation

The integration of RFID technology ensures real-time inventory accuracy, empowering employees to provide seamless service to customers. The use of AI and virtual reality in the store’s development process also allowed for collaborative creativity in the early design stages, streamlining the concept’s creation and fostering innovation across multiple creative disciplines. This forward-thinking approach demonstrates GDI’s dedication to pushing the boundaries of retail.

About Groupe Dynamite Inc.

Founded in 1975 and headquartered in Montreal, Groupe Dynamite Inc. (GDI) operates nearly 300 stores across North America, with a focus on accessible, trend-forward fashion for women. Through its Dynamite and Garage brands, GDI’s mission of “Empowering YOU to be YOU, one outfit at a time” has resonated with consumers for decades, making it a leader in the fashion retail industry.

About MASSIVart

Founded in 2009, MASSIVart is a creative placemaking and strategy firm with a global presence. Specializing in connecting communities through art and design, MASSIVart works with real estate developers and municipalities to transform public and private spaces into vibrant destinations. Their approach combines art curation with strategic planning to create immersive experiences that resonate with people.

About Bérénice Golmann

Based in Portland, Bérénice Golmann is a 3D artist, designer, and painter known for her work with prestigious brands such as Apple, Google, Nike, and Versace. Golmann’s art blends the digital and organic, crafting worlds where objects and nature come to life in dreamlike environments. Her work reflects an ongoing exploration of the relationship between technology and magic.。

About Royalmount

Located in the heart of midtown Montreal, ROYALMOUNT is set to become the city’s premier destination for retail and lifestyle. With over 170 retailers, 60 restaurants, and unique experiential attractions, ROYALMOUNT will house the largest concentration of luxury flagships in Quebec. The district will also feature an elevated linear park and a 1.8-acre urban park.