Indigo To Open Innovative Urban Concept Store at The Well in Toronto’s King West Neighbourhood


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Indigo Books & Music is set to open a new Indigo banner store in downtown Toronto, with the introduction of an urban concept store that will be opening at The Well.

The 16,000 square-foot store is scheduled to open in fall 2023.

Peter Ruis

“We know our customers love the current Indigo stores, but we also know the world is changing and people are craving more meaningful experiences that get them closer to their passions,” said Indigo CEO Peter Ruis.

“We are thrilled to offer our customers an elevated experience that is much more than a shop. This will be a destination and social meeting place, celebrating the best of what Indigo does; Books, Music, Fashion, and Culture – it will be a total lifestyle emporium.”

Indigo at The Well in Toronto (Rendering: Indigo)
‘Wellness’ Section in Indigo at The Well (Rendering: Indigo)

“The store’s innovative design, crafted by the UK-based brand innovation studio Dalziel & Pow, promises to be a visual delight. It will revolve around a curated selection of Indigo’s books, with a newfound emphasis on lifestyle products and immersive in-store experiences,” shared the brand.

Some of the features and plans for the store include:

  • Immersive Shoppable Product Vignettes: Engaging displays that allow customers to explore products in a unique way.
  • Vinyl Record Shop: Featuring a jukebox and a handpicked selection of books alongside music.
  • Gourmet Coffee Truck: Offering a delightful range of pastries, snacks, beer, and wine.
  • Plant Shop: Featuring live plants, pots, and books for the plant enthusiasts.
  • Book Clubs, Events & Gatherings: A space for the community to come together and celebrate literature.
‘Bookshop’ Section in Indigo at The Well (Rendering: Indigo)
Listening Booth in Indigo at The Well (Rendering: Indigo)

The choice of location for the new store at The Well was deliberate, aligning with the development’s innovative concept.

The Well is set to become a destination with an eclectic tenant mix, including more than 320,000 square feet of retail and food service and 1.2 million square feet of office space. It has 1,700 residential residences spread throughout six buildings, with three rental and three condominium buildings, plus one office building connected to a three-level retail base and parking for 1,650 cars and 1,900 bikes.

Peter Ruis added, “This location is a perfect fit and is in total harmony with our vision. Indigo will be at the forefront of creating an experiential destination, adding value for residents and visitors to this new vibrant community.”

Retail leasing for The Well is handled by Josh Katz, Assistant Vice President of Leasing, RioCan Real Estate Investment Trust and Alex Edmison, Senior Vice President, CBRE.

Future Indigo (right) at The Well (Image taken August 22, 2023 by Dustin Fuhs)
Future Indigo above Shoppers Drug Mart at The Well (Image taken August 22, 2023 by Dustin Fuhs)

The first Indigo location opened in Burlington, Ontario, in 1997. Indigo Books & Music Inc. (“Indigo”), as it exists today, was created in August 2001 upon the merger with Chapters Inc. Indigo has evolved to become the world’s first cultural department store with 87 superstores under the Chapters and Indigo banners, with 84 small format stores, under the Coles and Indigospirit banners. The brand operates in all 10 provinces and one territory and also offers an online experience at

The Company also has retail operations in the United States through a wholly-owned subsidiary, operating its first retail store in Short Hills, New Jersey since October 2018.

Averaging over 22,000 square feet, Indigo’s large format stores are designed to be destinations for culture-seekers, offering an inspiring environment conducive to browsing and community-building. Small format stores are typically located in retail shopping centres, street-front retail areas, major airports and central business districts.

Headquartered in Toronto, Ontario, Indigo employs approximately 5,000 people across Canada and is a public company, traded on the TSX under the symbol IDG.

Additional Photos from The Well

The Well (Image taken August 22, 2023 by Dustin Fuhs)
Future Indigo above Shoppers Drug Mart at The Well (Image taken August 22, 2023 by Dustin Fuhs)
Future Indigo at The Well (Image taken August 22, 2023 by Dustin Fuhs)
The Well (Image taken August 22, 2023 by Dustin Fuhs)
The Well (Image taken August 22, 2023 by Dustin Fuhs)

Additional Renderings from Indigo at The Well

‘Fragrance’ Indigo at The Well in Toronto (Rendering: Indigo)
Listening Booth in Indigo at The Well (Rendering: Indigo)
Listening Booth in Indigo at The Well (Rendering: Indigo)
‘Manga’ Section in Indigo at The Well (Rendering: Indigo)
‘Bookshop’ Section in Indigo at The Well (Rendering: Indigo)
Bookshop – Art & Culture in Indigo at The Well (Rendering: Indigo)
‘Lifestyle’ Section in Indigo at The Well (Rendering: Indigo)
Main Cash in Indigo at The Well (Rendering: Indigo)
‘Kids Cash’ Section in Indigo at The Well (Rendering: Indigo)
‘Kids’ Section in Indigo at The Well (Rendering: Indigo)
Dustin Fuhs
Dustin Fuhs
Dustin Fuhs is the Editor-in-Chief of He is a digital entrepreneur and Retail Specialist with over 20 years experience. He is the founder of Steps to Magic, a travel website that focuses on Disney & Universal theme parks.


  1. Wow! This new concept looks amazing. World-class. Clear that they’re taking a lot of learnings from their last two latest concepts. Lightening up the space seems like a good move. Can’t wait to visit when it opens.


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