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Cultural Landscape

This historic building in Montreal is now a luxurious boutique hotel with an elegant French brasserie, all while preserving its original prestige and the celebrated Birks jewelry store.

Location: Montreal, Canada

Photo courtesy: Adrien Williams, Alexandre Parent, Felix Audette, Caroline Lessard. Historical Picture: Phillip’s Square, Montreal, QC, 1922 Wm. Notman & Son 1922, 20th century VIEW-20563 © McCord Museum

After over two years of work, NEUF architect(e)s is proud to announce the completion of major renovations on the Birks building, originally built in 1894 on Phillips Square for Henry Birks’s jewellery store. Designed by renowned Montreal architect Edward Maxwell, the building underwent numerous modifications and alterations over the years, leading to poor conditions that threatened its preservation.

Visionary hotelier Jean Salette purchased the building in 2016 and lead a team of professionals to help realize an ambitious project, one he dreamt of for nearly 20 years: to transform and restore this historic building into a luxurious boutique hotel that included an elegant French brasserie, all while preserving its original prestige and the celebrated Birks jewelry store.

NEUF architect(e)s is a team of creative professionals that has been contributing to Canada’s built environment for nearly 50 years. Active in all sectors, including strategic planning, urban design, institutional, resorts and hotels, residential, interiors, commercial, industrial and office buildings, the firm specializes in finding creative solutions to today’s most challenging design problems.

With offices in Montreal, Ottawa and Toronto, NEUF architect(e)s has grown into one of the most diversified architecture and design practices in the country. Recipient of multiple design awards - including recent wins at the World Architecture Festival in Berlin and Amsterdam - NEUF architect(e)s is currently involved in projects across the Americas, Europe and Asia. ( Nicole Vekemans has over 30 years of professional experience as an interior designer.

A graduate from the Brussels’s École supérieure d’architecture and a recipient of numerous awards, Nicole Vekemans is internationally renowned for her innovative designs that combine simplicity, elegance and contemporary style.

From 1894 to 2019: The Conversion of a Historic Building

Partner architect Anh Le Quang and Marion Thiébaux from NEUF architect(e)s worked with designer Nicole Vekemans to highlight the remarkable character of this historic building. According to Marion Thiébaux: “Giving new life to this unique landmark that has been part of Montreal’s urban landscape for almost 125 years is an accomplishment we are very proud of.

These major restoration efforts not only renew the building’s function but also make it more accessible to the public.” Henry Birks & Sons was one of the first businesses established around Phillips Square, along with Morgan’s department store (now Hudson’s Bay) and Montreal’s first art gallery. The era’s wealthy clientele was thus drawn to the square, encouraging other businesses to settle in this location.

The commercial evolution of St-Catherine Street continues to this day, embracing a more inclusive audience. Storefront windows that had been replaced or partially obstructed over time were restored. Over the years, several park-facing windows had been condemned by the addition of an elevator shaft to the interior façade of the building. The shaft was relocated to the interior of the building, restoring their transparency and the visual connection to the Square.

The upper floors, previously the business’s office space, were converted into 132 hotel rooms. A two-storey glass volume now crowns the building – a subtle intervention that respectfully contrasts the richly ornamented façade while evoking the original diamond workshop. Below grades, obsolete mechanical rooms and vaults were converted into a spa. Finally, the new restaurant Henri Brasserie Française, conceived by Jean Salette in collaboration with l’Atelier Zébulon Perron, occupies a portion of the ground floor facing the Square.

The architects sought to preserve existing historical elements while updating the building systems to correct serious deficiencies. The original plaster mouldings adorning the ceiling were preserved by installing a specialized sprinkler system, necessary to accommodate the building’s new use.

When creating the room layout, existing columns were carefully considered and integrated into the plans; each room is thus unique and has its own distinctive quality. Great attention to detail was paid not only to aesthetic elements but also to vital components that would ensure the building’s longevity.

By evoking the past of a business and individual that have both left marks on Montreal’s history, NEUF successfully reasserts the presence of Edward Maxwell’s iconic Phillips Square landmark. These efforts have ensured the Henry Birks & Sons’ building will continue to stand out in the city’s cultural landscape for generations to come.

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