Canadian fashion brand École de Pensée spent 250 hours creating the worn-out textured walls of its new flagship store in Montreal, which looks more like an apartment than a shop.
École de Pensée created the homey new boutique on the city's Laurier West Avenue to host its seasonal and permanent menswear collections, alongside accessories and home objects by European and Japanese collaborators the team met while travelling.

To complement this mixed display, the brand designed the 1800-square-feet (167-square-metre) space with "apartment-inspired decor".
"The ambiance proposed is calm and welcoming, reflecting the brand's ethos," said École de Pensée in a project description.

A rough finish across the walls, which the team spent hundreds of hours crafting with trowel hammers, sponges, water and paint spray, provides a backdrop for the shop. "It's a blend of different tones of paint, plaster, water, glue and a clear wood varnish to seal the surface," École de Pensée co-founder William Lessard told Dezeen.

"It took us about 250 hours to achieve the final result."

The finish offsets the clean white lines of ornate mouldings along the space, while its darker tones pick up the hue of the wooden flooring.
Following the apartment style, clothing hangs on black metallic racks built into nooks embedded in the walls.

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