Birks Group announced that its new Maison Birks on Square Phillips in downtown Montreal is now open for business following extensive renovations. Boasting 7,700 square feet and reflecting the Company's latest concept, the store now features boutiques by leading international fine jewellery brands Chaumet, Messika and Van Cleef & Arpels in addition to Birks Collections. Leading luxury timepiece boutiques Rolex, Cartier, Jaeger-LeCoultre, Breitling and Tag Heuer are now also found within the renovated store. The new Maison Birks store concept offers a fresh take on the house's legacy and redefines the jewellery shopping experience. Located on the ground floor of the much anticipated Hôtel Birks, the new design enhances original architectural details from the store built in 1894, offering contemporary touches including a lighter colour palette, modern fixtures, increased natural light and an airier layout that allows for casual browsing. The new Birks Bridal Bar sets the stage for a new and improved experience where shopping for diamond engagement rings or wedding bands is comfortable and enjoyable, tailored to the preferences of today's clients. The Birks Concierge Service will allow its in-house experts to assist customers in the creation of bespoke jewellery, or to source any of the exquisite, one-of-a-kind jewels they have been dreaming of. The Birks Lounge offers a chic, relaxing area where books and heritage Birks pieces frame a Nespresso coffee station, perfect for spending a calm afternoon of browsing beautiful jewellery and timepieces. The Maison Birks Montreal flagship is located at 620, Sainte-Catherine Street West in Montreal. Montreal-based architectural firm Aedifica assisted Birks in the redesign of the space.