Apple has officially reopened its Sainte-Catherine retail store in downtown Montreal, welcoming crowds back into a newly expanded and carefully restored space. The reopening took place on January 16, marking the end of a relocation project first announced in April 2024.
Although the store opened later than originally planned, excitement was clear from the start. Apple shared images of early customers lining up to enter the historic storefront, located at the corner of Sainte-Catherine Street West and Rue de la Montagne.
A Bigger Store in a Historic Building
The new Apple Sainte-Catherine now occupies a historic building and doubles the size of its previous location. The redesign blends modern retail design with local heritage. For example, the exterior uses local granite, while Montreal-based copper artisans helped restore the building’s original cornice.
Inside, the store features wide open spaces, tall columns, and Apple’s signature wooden tables. Importantly, the tables come in different heights to improve accessibility. In addition, wider paths allow wheelchair users to move easily through the store.
Community, Creativity, and Local Talent
Apple leaned heavily into local culture during the reopening celebrations. Montreal illustrator Catherine Potvin led live iPad art demonstrations and signed custom-designed Apple shopping bags for customers. She also created store wallpaper and launch graphics, giving the opening a personal touch.
Meanwhile, Deirdre O’Brien, Apple’s senior vice president of Retail and People, attended the event. She highlighted Apple’s nearly 20-year relationship with downtown Montreal and emphasized the company’s commitment to community and creativity.
More Than a Storefront
Beyond shopping, the location serves as a service and support hub. The store includes an Apple Pickup area and a full Genius Bar. It also employs nearly 200 specialists who speak dozens of languages, reflecting Montreal’s diversity.
Apple now operates 28 retail stores across Canada, with five located in Quebec. The reopened Sainte-Catherine store strengthens Apple’s presence in one of the country’s busiest urban centers.
Why the Reopening Matters
While store reopenings are common, this one stands out. Apple combined heritage restoration, accessibility, and local art into a single space. As a result, the Sainte-Catherine store feels less like a showroom and more like a community destination.
For Montreal shoppers, it signals Apple’s long-term investment in the city. For Apple, it reinforces how physical stores still play a key role in connecting with customers in a digital age
