Umbra Case Study
Created in 1970, Umbra is a brand of designer objects and interior accessories that has gained a reputation for its exclusive selection and the design of its product range. The company’s success is attested by its diffusion across some 75 countries worldwide and turnover of 160 million dollars.
The company’s latest strategic watershed came in 2007 with the launch of a mono-brand store in Toronto’s upmarket fashion quarter. The over 600 square metres of the Umbra concept store, designed by the architects studio Khon Shiner, stands out markedly from its surroundings. With its unusual glowing ambience of transparent pink panels, the store has rapidly become one of the city’s new architectural landmarks.
The interior design follows a set of refined minimalist criteria to give ascendancy to the characteristic, brightly coloured Umbra products. As pointed out by the chairman and cofounder, Les Mandelbaum, the “company’s design philosophy is illustrated through the exterior and interior of the store,” which “breathes innovative, inspiring, and functional design.”
The assortment spans from the complete Umbra line of household objects to kitchen gadgets, furniture, furnishing accessories, window decorations, and sundry cult products.
The offering in each category is continually updated – with a renewal of no less than 400 new items from a total of 1,500 – and boasts an excellent price quality rapport that makes design “democratic” and affordable. An increasing quota of shelving space is given over to eco-friendly items made from recycled materials and with low environmental impact. There is also an exclusive high-end range, entitled U+Studio Collection, which includes limited-edition works of art, such as the Strass Stool by Michelle Ivankovic; and the Umbra Garbino, a tulip-shaped basket that became a cult object and is now on permanent exhibition in the MoMA in New York.
According to the founding members, the assortment at the sales outlet reveals a “sense of humility, a sense of art, a sense of fun. It’s not overly serious stuff.” The target group includes people attracted by design, the younger crowd, and people who love modern and contemporary style, along with designers and interior designers.
The store allows for interaction at various levels: numerous design books are made available to anyone with a mind to explore the history of design up until the very latest innovations; alternatively visitors can browse original sketches of noted designers posted up on the wall, or admire rendered 3-D diagrams displayed on the numerous computers ranged through the store.
Visitors may also drop by the Design’s Corner and watch and interact with members of the Umbra team developing their ideas. Meanwhile, special space upstairs is set aside as an “open concept” lounge that hosts the launch of new products, along with various events, seminars, and exhibitions.
Thanks to its exclusive product policy, and its educational and dynamic outlook, Umbra Concept Store received the Design of the Year accolade in September 2007, awarded by the Association of Registered Interior Designers of Ontario (ARIDO).
Key points of innovation
- Cult store
- Accessible designs and exclusive lines
- Constant updating of wide assortment
- Interactive engagement with customers
Key data
- Format: brand store
- Launched: 2007
- 650 sqm on two levels
- 6 employees
- 1,500 products
