U of T Bookstore-St. George

We set out to modernize the St. George flagship and make the space work harder during peak academic moments—especially convocation—while elevating everyday shopping. Concretely, our goals were to:

• Improve “throughput per selling square foot” by tightening adjacencies, clearing sightlines, and densifying high‑performing zones.
• Refresh fixtures and feature bays so brand stories (our own and partner collaborations) feel integrated with core categories, not siloed.
• Strengthen seasonal readiness, notably by rethinking the diploma frame experience and on‑site services during convocation.
• Lower occupancy drag where feasible through footprint optimization without compromising customer experience.

What we changed:

We completed a significant floor reflow—including relocating 3,600 linear ft. of textbooks—to open sightlines, rebalance adjacencies, and bring high‑velocity zones forward. The plan was modeled against space and cost scenarios to support higher productivity per square foot.

By positioning higher‑margin general merchandise on the main floor and relocating textbooks upstairs, we created a natural customer journey: guests explore lifestyle and brand stories first, then transition to essential course materials. This reflow improves dwell time and conversion while keeping wayfinding intuitive during busy periods.

We elevated the trade book section to better serve our campus and neighborhood readers. The presentation now emphasizes discovery—clearer sightlines, easier browsing, and faster seasonal changeovers—so staff picks, new releases, and author features can rotate in seamlessly and stay top‑of‑mind.

We reduced overall fixture density and replaced select units with mobile, modular fixtures on the second floor. The result is a highly flexible event environment that can convert in minutes—from daily retail to book talks, yoga nights, and private rentals—without sacrificing visual standards or shopability the next morning.

We removed a preexisting, 200-sq.-ft. workstation and relocated those services into the textbook zone, where they’re operationally closer to need. The reclaimed area allowed us to create a multiuse lounge zone: a comfortable day‑to‑day landing spot for students and staff that also serves as overflow space during signings, launches, and in‑store activations.

Collaboration areas were rebuilt as integrated features that lift the entire floor. For example, OVO fixture graphics/installs were refreshed as part of the wider feature strategy (separate from collaboration launches) so that the storytelling meshes with the store’s main journey.

We executed the lululemon showcase, coordinating tile specifications and floor repair counts with their construction team and our in‑house facilities partners. That work dovetailed with the broader finish refresh in front‑of‑house zones.

While Roots x U of T launched on Sept. 22, 2025, it was implemented within the re‑layout—treated as a floorwide elevation rather than a single “island,” so it complements, not competes with, the core mix.

We reset the diploma frame display and paired it with on‑site framing service during convocation, supported by clear wayfinding and a dedicated station. We also introduced frame preorder (with promo) to reduce on‑site friction for grads and families.

How well the project met its goals:

The refreshed plan prioritizes throughput per selling square foot, supported by a modeled footprint optimization scenario (from 28,234 sq. ft. to 24,470 sq. ft.) that delivers occupancy savings without compromising the customer journey. By elevating general merchandise to the main floor, we showcase higher‑margin categories in the most visible, high‑traffic zones.

Relocating textbooks upstairs creates a natural store flow, guiding students and customers through curated lifestyle and branded assortments before reaching essential course materials—maximizing both engagement and conversion along the way.

Collaboration bays (lululemon, OVO, Roots) now reinforce core categories through consistent fixture language and updated graphics/finishes rather than fragmenting the experience—addressing a key pain point prior to the refresh.

Convocation readiness: Remerchandising the diploma frame wall and adding on‑site framing and preorder created a smoother, faster path for grads and families.

Early response from the campus community:

With the frame display reset, on‑site framing station, and preorder available, the convocation shop has become a clearer destination and an easier experience for guests navigating a busy day on campus.

Campus and brand partners have continued to program the space (e.g., Great Hall activations, author and festival support, and faculty events), which reinforces the store’s new role as a lifestyle and cultural hub rather than a purely transactional environment.

Internal planning notes highlight improved display density, adjacency logic, and cash/guest‑service positioning, which has translated to smoother peak‑time operations on the new floor.