Insider Only Ottawa, Retail

In pictures: A sneak peek at the Imaginaire store opening Saturday at the Rideau Centre

Sarah MacFarlane

October 16, 2023
3:14 PM
ET

Organizations: CF Rideau Centre, Imaginaire

People: Anthony Doyon, Brian O'Hoski, Dave Doyon, Mathieu Fournier

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With less than a week to go before opening, Quebec retailer Imaginaire is putting the finishing touches on its new location in the CF Rideau Centre — including suspending a larger-than-life Pikachu from the ceiling. The two-storey, 20,000-square-foot space bridges the third and fourth floors and represents a $3-million investment. Imaginaire co-owner Dave Doyon said the colourful space aims to be an inspiring and fun experience for all visitors, from seasoned collectors to casual fun-seekers. “You can come with your family and say, ‘Meet back here in 30 minutes,’" said Doyon. “Your husband can go see hockey cards, your kids could go check out Lego or Disney or Marvel and DC.

A towering Buzz Lightyear signals Disney and Pixar territory. Photo by Sarah MacFarlane

“You don’t have to be a collector. We can find you a mug of your favourite show or a puzzle you’ll enjoy. There’s something for everyone.” Since announcing the Ottawa location in April, the Imaginaire team has been busy “creating something from nothing,” Doyon explained. While other locations offered a foundation laid by previous tenants, the Rideau Centre store was bare bones, with no lighting, flooring or even drywall. “It’s been a very big job to use the space and create this. Usually, there’s been a previous owner, but this was all from scratch,” said Doyon. The store features colour-coded sections with shelves of games and products and floor-to-ceiling display cases, with both elevators and escalators to connect the floors. A 10-foot-tall Buzz Lightyear grins over the Disney and Pixar section, while a large Hagrid – similar in height to Buzz – keeps a watchful eye on the Harry Potter shelves.

Watchful protector Hagrid greets Harry Potter fans and shoppers. Photo by Sarah MacFarlane

Star Wars fans are greeted with lighting resembling Sith lightsabers, toy baby Yodas and glass cases of collectible figures, while the massive Pikachu welcomes Pokemon fans to the second floor. General manager Mathieu Fournier said the store is designed to create a “world of wonder” for customers that aligns with the joy and fun that the products and hobbies can bring. Outside of pop culture and fandoms, there are puzzles, board games, Lego, stuffed animals, crafts and toys. The store also boasts a “library” with what Fournier said is the largest collection of comic books, Manga and Anime in the city. A collector himself, Doyon said Imaginaire is dedicated to carrying every product in any given niche or hobby to ensure customers have the widest selection of choice in the region. “Our strength is having everything from a universe, all the catalogue, in one place. Unless we can carry everything from the catalogue, we don’t carry it at all,” he explained.

The colourful, LED tunnel welcomes shoppers through the front entrance into the first section of the store: superheroes. Photo by Sarah MacFarlane

“You could put everything from the other stores in the region together and it wouldn’t fill this space,” he said. The grand opening on Oct. 21 will feature cosplay celebrities, gift bags, contests and a visit from the Royal Canadian Mint to showcase a rare one-million-dollar coin. Co-owner Anthony Doyon, Dave’s brother, said that “once people started to learn more about the store,” there were plenty of job applications. “It was easy to hire good staff. This is good news if we get these good people and it’s a good thing for the opening,” said Anthony. “People will be present for opening day, but I think we have to get Imaginaire known around Ottawa. “It definitely will take months, maybe even a couple of years, but soon everyone will know the store. I’m always excited when working with new stores and when we get customers in the morning of opening day, it will be an exciting day seeing everyone discovering the store.”

Floor-to-ceiling shelves showcase a rainbow of board games and puzzles. Photo by Sarah MacFarlane

In April, Anthony said the nation’s capital should be a prime location for Imaginaire since it gives the retailer the ability to access markets in both Ottawa and Gatineau. “We wanted to see how Ontario would respond to our brand and we found that Ottawa was good — so close to Quebec and French people — and Ontario customers so they can experience the products,” said Anthony. “So we make sure we’re on track before opening more stores.” The CF Rideau Centre shouldn’t be a new environment for Imaginaire, since its six existing stores are in similar malls, including the CF Promenades St-Bruno in Montreal. Anthony said he expects Imaginaire to thrive in Ottawa since the market in Quebec City, which is predominantly government workers, is familiar to the company. After the announcement in the spring, Brian O’Hoski, general manager at the CF Rideau Centre, said he expected the store, which is located near Simons, to be “wildly popular.” “We really think it’s something Ottawa will enjoy,” said O’Hoski. “It’s hard to explain to someone who isn’t into (hobbies and collectibles), but they have a lot to offer. Customers will travel to see it.” O’Hoski said Cadillac Fairview is happy to see Doyon enter the Rideau Centre with this “unique offering for Ottawa.” Imaginaire has stores in Quebec City, Sherbrooke, Levis, Trois-Rivieres, Montreal and Laval, but Ottawa might hold some unique opportunities, Anthony said. “We think since we’re not known in the region the first few weeks and months will be quiet, but we’re excited to see people at the grand opening,” said Anthony. “If it’s like the other stores, it will be more popular than we think.” Imaginaire was founded in 1989 by Benoit Doyon, Anthony and Dave’s father, before the brothers bought the company in 2016. The company has added a new store location nearly every year since.

Co-owner Dave Doyon, a fellow collector, holds two comic books from 2022 (left) and 1994 (right).
One of the rarest collectibles in the store - and co-founder Dave Doyon's favourite - a four-dollar bill from 1900.
Games and activities overflow the shelves, creating maze-like towers in the store.
Complex puzzles challenge even the most confident of Rubik's cube masters.
A towering Buzz Lightyear signals Disney and Pixar territory. Photo by Sarah MacFarlane
There can be no doubt when you've entered the Disney section.
The store offers a variety of LEGO activities for builders of every age.
Harry Potter and Draco Malfoy fly across the store's walls.
General manager Mathieu Fournier said the store boasts an enviable collection of Manga, Anime and comic books.
Iconic images draw the eye in each section of the store.
The colourful, LED tunnel welcomes shoppers through the front entrance into the first section of the store: superheroes. Photo by Sarah MacFarlane
The back wall of the second floor will offer an area for playing, gaming, and hosting events.
A huge Pikachu awaits his placement, hanging upside-down to welcome shoppers to the second floor of the store.
Pokemon orbs light the way to the second floor.