Toronto-based grocery retailer Longo’s has opened an impressive 8,500 square foot ‘Market by Longo’s’ store at Imperial Plaza on St. Clair Avenue, between Yonge Street and Avenue Road. The beautiful store features 24-foot ceilings and is located at the base of an iconic former office building that was recently repurposed for upscale condominium residences.
Toronto-based retail strategy and design firm Ampersand Studio Inc. helped create the new store, as well as helped develop an overall branding strategy for Longo’s ‘Market’ concept which includes a refreshed logo incorporating capital letters and a modern font. ‘The Market by Longo’s’ was founded in 2006, with its stores featuring smaller footprints than the company’s full-sized Longo’s stores. Longo’s was founded in 1956 and operates 24 full-sized and five smaller ‘Market’ locations, all located in and around the Toronto area.
Imperial Plaza tower was built in the mid 1950s, and is considered to be a masterpiece of mid-century International Style modernism. Originally the headquarters for Imperial Oil, the tower was recently repurposed into a 400-unit condominium building with retail at its base. A mural called “The Story of Oil” by R. York Wilson is located at Longo’s checkouts — a nod to the building’s heritage. The store also incorporates marble and granite from the original office building.
All photos by Michael Mahovlich.