The new Ginger’s showroom, a 20,000-square-foot luxury shopping destination, has been named a finalist for the 8th annual GRAY Awards in the Retail or Showroom breakout category. The interior design studio Burdifilek led the renovation of the space in the Toronto Design District.
The owners of ELTE, the parent company for the luxury bath and kitchen brand Ginger’s, relocated the showroom to the second floor of their existing store. The goal was to consolidate operations under one roof to make the location a central hub for home goods in Toronto.
Reworking a warehouse
Designers faced a difficult task. The venue was a raw industrial warehouse measuring 20,000 square feet. They had to turn a massive, unfinished volume into a polished retail environment without destroying the building’s character.
To manage the scale, the team divided the floor plan into distinct zones. They installed black metal frames and frosted glass structures known as “the Pavilions.” These structures mimic the clerestory windows of the original warehouse but serve as mini-galleries for specific hardware lines. They also define the primary and secondary circulation paths.
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The glass is semi-translucent. This helps guide movement through the store. Customers can see through the structures, which creates a sense of curiosity about what lies beyond. It prevents the space from feeling static or closed off. The designers incorporated brutalist, monolithic sculptural displays to further break up the linear flow.
The material selection was deliberate. The team chose matte finishes for the floors and walls. Since the products themselves are often polished metals or high-gloss porcelain, the matte surfaces make those items pop more effectively than a shiny background would.
Instead of traditional signs, the designers used color and form. A palette of brick, French blue, white, and natural wood creates a backdrop for seasonal displays. This allows the visual merchandising to take center stage, turning the walls into canvases for storytelling.
Walking into a converted warehouse to purchase a kitchen faucet is an unusual experience. Typically, hardware stores prioritize function and speed. By treating the space like an art gallery, the designers shift the focus from transaction to exploration. Shoppers are encouraged to stop and look at the fixtures rather than just grabbing what they need and leaving. This approach relies on the premise that luxury goods require a moment of appreciation, even if the customer is there to buy a simple tap.
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Function in the luxury setting
Despite the artistic focus, the design had to serve a business purpose. The client requested functional workstations for consultations.
The design team created areas for customer service that blend in with the aesthetic. These zones feature warm wood and stone accents. They are designed for extended conversations, not quick transactions. The perimeter of the space receives natural light from the clerestory windows, while track lighting highlights the pavilions to create a warm, inviting atmosphere.
The result is a space that balances high-end design with practical operations. It aims to give the client confidence in the brand while offering a memorable environment for browsing products ranging from kitchen faucets to luxury bathtubs.
