The dressing rooms also feature touch screens for shoppers to request alternative styles and sizes from the comfort of their dressing room. Moreover, customers will find customized lighting options including cool, golden or “sexy time” to see how a garment may look in various lighting.

“This will also be our first tech-driven retail concept in the market, which is a great way to add magic back to the shopping experience,” said Hali Borenstein, CEO at Reformation, in a press release. “Through our one-of-a-kind technology, customers can spend more time getting to know the brand and the product compared to a typical retail experience.”

In line with Reformation’s sustainability values, the new store is designed with natural and recyclable materials, including vintage furniture, eco-friendly fabrics and hangers, and reusable totes. All the store’s electricity is equally offset with renewable energy.

The location joins eight other Reformation stores that opened globally this year, bringing its total store count to 36, and is its second largest location after Covent Garden in London, England. 

Reformation first entered Canada in 2019 with a location at Toronto’s Yorkdale Shopping Centre

Last month, Reformation launched an outerwear collection with Canadian brand Canada Goose

Looking ahead, the company has plans to open its next flagship outpost at South Coast Plaza, in Costa Mesa, California.