The new Frank & Oak flagship store, located in downtown Montreal, establishes a strong connection to its surroundings as the retail space links directly with the urban environment. Occupying 5,200 ft2 on three levels of an existing building, the architectural transformation uses the verticality of the new open atrium to unify and give coherence to the space's multiple functions. The store seeks to offer a space for meeting and exchange, housing a clothing boutique, a barbershop and a café.

The interior strategy places emphasis on the building’s original palette of brick and steel, which creates a rich contrast with Frank & Oak’s more refined products. A second layer of refinement and warmth is characterized by white oat accents, which most notably forms the staircase connecting all three levels and the clothing displays.