The Concierge Club produced and designed an exclusive, invite-only preview event last month for Dynamite at their new flagship store in Montreal’s luxurious Royalmount Shopping Centre. The event, featuring a speakeasy theme in collaboration with Cloakroom Bar, celebrated the brand’s evolution and offered a glimpse into its stylish future. Held a day before the store’s official opening, the intimate affair provided select guests the opportunity to experience both the store and Dynamite’s new collection before anyone else.
A Private Speakeasy Experience
As guests arrived, they were greeted by a butler, who revealed a personalized gift card nestled inside a gold cloche, setting the tone for an exclusive shopping experience. The speakeasy theme was evident throughout the evening, blending an air of mystery and luxury with vibrant energy.
Influencers, socialites, and VIP guests were treated to elevated hors d’oeuvres, jazz music that kept the vibe upbeat, and an open cocktail bar. The night’s soundtrack was helmed by Montreal-based DJ Fafa Khan, who created the perfect atmosphere with a mix of contemporary beats and classic tunes. The venue’s partnership with Cloakroom Bar further enhanced the speakeasy theme, bringing an extra layer of authenticity and charm to the event.
Dynamite pulled out all the stops to make this an unforgettable evening, and it wasn’t just about the music or hors d’oeuvres. In line with the brand’s focus on evolving alongside its customers, the event symbolized a new chapter. The brand is shifting towards a more refined, luxurious mindset, and this flagship opening encapsulated that evolution.
The Royalmount store is the only Dynamite location with personal stylists on-site, offering a personalized shopping experience designed to cater to each customer’s unique style. Additionally, the store’s fitting rooms have been crafted with aesthetics and content creation in mind, reflecting a world where social media and fashion intersect. These fitting rooms encourage guests to take photos and create content, making them a part of the experience itself.
Guests were also given bouquets with their purchases, a gesture that aligned with the brand’s mission to make shopping a thoughtful, memorable experience. The attention to detail, from the floral gifts to the luxurious surroundings, reflected the brand’s emphasis on elevating every customer interaction.
President & Chief Operating Officer Stacie Beaver made a speech highlighting the key focuses of this new era for Dynamite: customer, product, and luxury mindset. She spoke passionately about the brand’s journey and how they are evolving to meet the needs of their customers in every facet of life—not just from 9 to 5, but at every brunch, lunch, and dinner. The new collection is designed to transition seamlessly from day to night, embodying a sense of effortless sophistication.
The luxurious Royalmount Shopping Centre serves as a fitting location for this new chapter. With its exclusive stylists and content-ready fitting rooms, the space is as much about the experience as it is about the clothes. The opening of this flagship store marks a pivotal moment for the brand, symbolizing the shift towards a more elevated, customer-focused future.
With its speakeasy theme, expertly curated entertainment, and elegant venue, Dynamite’s flagship unveiling was not just an event—it was an experience. From DJ Fafa Khan’s energetic set to the personalized interactions with guests, every element came together to showcase the brand’s commitment to luxury, customer evolution, and style that extends beyond the traditional workday.
As Dynamite moves forward, it’s clear that their new focus is on creating a lifestyle brand that speaks to the modern consumer, one who values both aesthetics and experience. With the launch of this new store, the brand is poised to capture those moments—be it brunch with friends or dinner after work—where style and life intersect.
By opening its doors in the luxurious Royalmount Shopping Centre, Dynamite has entered a new era, and if this event is any indication, it’s going to be one worth watching.
To learn more about The Concierge Club, check out their website and social media pages.
