Latitude Nord
By YP Contributor

Design Culture Advocates

Sylvain Faucher is a longtime advocate not only of design culture, but designers themselves. “It’s something that people have not yet realized how to live in — I think we are aware of it and value it more, but we don’t yet know how beautiful it becomes when design is incorporated fully into every single person’s everyday life.”

The founder and president of Latitude Nord portrays a determined attitude, but with no small share of humour to follow suit. “It’s a matter of incorporating design in the way we live.  When I was younger, it was a feat to bring a bottle of wine to a party; now it’s common, even required for those who might fancy themselves tasteful. I think now we’re perhaps seeing a transition similar to that. People are starting to pick furniture and design their homes, workplaces and institutions with a willingness to finally reconcile utility and beauty, so that those who are children today will, when grown, have only known the joy that that brings.”

Creatives come first, it is their vision that matters most of all. This may be a concept that is new to people here, but its power is built to last. - Sylvain Faucher, founder and president

A Sense of the Good Life

The “Good Life” seems to be at the root of Latitude Nord, as Sylvain, previously a full-time cabinet maker, started the business in 1989 following an extended trip across Italy. “I saw there how designers and creators are celebrated, and the fact that Italians are probably the best salespeople in the world. Throughout the society however, there is a respect for the structures and investment that are required to put forward the best creative minds and their designs and expressions.”

Thus was Latitude Nord founded, to this day maintaining its mission of putting forward the best of Canadian design and manufacturing, and developing a Canadian expression of what Europe already seems to know. “Creatives come first, it is their vision that matters most of all. This may be a concept that is new to people here, but its power is built to last.”

Latitude Nord, Minotti, Cassina, Pottrona Fraw, Giongetti, Poliform, Varenna, Baccarat, Paola Lenti, Mooi, Edra, Flos, Jan Kath

Looking Ever Ahead

With the margin that Latitude Nord occupies, many of its products may appeal more to the most affluent of customers, but the educational mission Sylvain has founded it on means that any passerby is welcome, as it is understood that their interest may one day transform them into a customer all the same. “You never know what may become of someone,” adds Sylvain. “It is deeply unfair to judge someone, and so because we want people to learn about our products — that they are made to last for generations and thus an investment most of all — we ought to welcome everybody and learn to grow in our storefront.”

Of course the price commanded by many of the products assures that a certain level of service is commanded as well. “Much of our want to be patient and welcoming with our customers is that there is a different item that may be right for them. The design and furnishing of a space is a creative process all its own, where our customer themselves can become the creator.”

Latitude Nord, Minotti, Cassina, Pottrona Fraw, Giongetti, Poliform, Varenna, Baccarat, Paola Lenti, Mooi, Edra, Flos, Jan Kath
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