Long & McQuade Musical Instruments

Various locations across Canada

After remodeling a Winnipeg-based Long & McQuade music store in 1997, LM-ESP entered into an exciting, long-standing partnership with the well-known musical retailer helping to grow its presence across the country. From British Columbia to Ontario, we designed more than a dozen new music stores and distribution centres, along with renovated existing store locations, each time increasing awareness of Long & McQuade’s versatile business offerings and modern brand identity.

Different-sized projects across various sites challenged the design team to source new, creative solutions, from soundly converting two existing properties into an expanded keyboard store to interconnecting multi-floor showrooms through a winding grand stair. An emphasis was placed on custom, curated displays to illuminate the product, while soundproofed rooms encourage musicians to test out different instruments. Supporting the company’s diverse business portfolio, private teaching studios in visible, easy-to-access locations promoted music lessons on-site. At the same time, cues and separate entrances effectively divide the retail floor from rental and warehouse areas.

Our design team became active in the company’s rebranding by integrating its evolving image into design compositions. This association was achieved by incorporating dynamic, bold colours alongside sleek, industrial materiality. Contrasting wood, metal and glass against fun carpet patterns and pendant lighting bring forward a contemporary, distinct aesthetic.

Following the re-designs and new builds, Long & McQuade saw a marked increase in sales and profits – supporting the adage that design sells.

Completion date: 1997-2009

Size: Varies

Client: Long & McQuade Musical Instruments


New stores, retail floors, showrooms, warehouses, distribution centres, rental areas, soundproofed studio spaces, teaching spaces, meeting rooms and administration.


Architecture: LM Architectural Group
Interior Design: Environmental Space Planning

Related Projects