The Reinvention of The Room

If you asked a Canadian fashion devotee what one important fashion destination would be, the St. Regis Room (known simply as The Room) at The Bay on Queen Street in downtown Toronto would surely be one of them.

For 70 years, The Room at The Bay has thrived and is considered a staple in the Toronto fashion scene.

In 2009, The Room was refurbished and made to be six times its size, including an intricate architectural detail and was decorated in neutral colours, which would create more emphasis on the international collections it houses. The Bay president and CEO Bonnie Brooks wanted to reinvent the historical Canadian store and save it from the same fate of department stores like Eaton’s and Simpsons, which fell into insignificance after being bought out by its competitors.

The brands stocked at The Bay, specifically at its flagship Queen Street store, cannot be found in other stores, making The Room a symbol of upscale fashion and style, and a store that can withstand the constant turnover of new trends every season. Holding sought-after brands like Jason Wu, Ungaro and Nina Ricci, just to name a few, The Bay has easily slipped back into modern fashion consciousness.


— Jessica Galang