Simons new store at the west edmonton mall, designed by figure3, is fun and engaging, resulting in a memorable experience that creates a new destination for fashion-focused shoppers. On the exterior, twisted metal fins cladding creates soft shimmer and organic texture. Inside the store, various departments provide their own unique experience and interaction including descending fitting rooms at the young women's area. Simons also commissioned architect Philip Beesley to create a permanent art installation, executed as an ethereal canopy that hovers above viewers. Simons wem has won the Retail Store of the Year award, department store, and fitting room design in Chain Store Age competition.