Oui, Décor

VQ steps inside Montreal’s exuberant vintage architectural scene, where furniture nostalgia is a continuous revolution across the island. Oblique lamp shades, curvaceous chairs, and rare wood pieces dating as far back as the 60s are just a glimpse into the overflowing upholstered décor across the online community.

Danica Samuel | Updated 1:13; October 22, 2023

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If you’re a Montréaler or a transplant, vintage-ness is entirely and inevitably part of your day-to-day experiences. C’est correct! The culture is so vibrant that vintage IKEA catalogues and old architectural editorials make up the mini libraries nestled on the streets of Le Plateau, Mile End and Hochelaga.

The consignment maven is a behemoth on the island of over two million people—compliments to the already picturesque landscape and historically preserved neighbourhoods. The online vintage industry reflects the city's aged architectural calling card—displaying interiors decked in retro-inspired furniture so antique they exude the likeness of centrepieces rather than furniture.

Outside the city's Facebook Marketplace goldmines, creatives have come together to curate luxurious editorial-styled online profiles with photoshoots resembling a contemporary art museum. Powerhouse brands like Maison Singulier by Elif Filyos set the standard of curating bespoke content. The ingredient to standout profiles seems to be marketing reupholstered 60s, 70s and 80s furniture as if it was released exclusively in this decade at a high-end boutique. Even if you're not pursuing an item, perusing the landscape of Instagram-drive shops is equivalent to flipping through an artistic coffee table book.

Guylbert Saint of Artelier Saint is a new curator making headway in the vintage décor community. Identifying his brand as “colourful and minimalist,” Saint says he tries to teach customers about the latest topics in the furniture world and locally. His Instagram, the principal place of business operations, also acts as a pedagogic newsletter, shop and museum of ads from old architecture catalogues.

Saint’s people-forward approach, involving consumers in the thrifting experience, creates a rush to get dibs on the latest posts, where his captions quickly update with the preface 'SOLD.' He plans to expand the business with strategic pop-ups to further interactive engagement and develop an affiliate program for clients to sell or trade their furniture on their platform.

Photo courtesy of Artelier Saint

No matter what, a community-oriented ethos remains integral to this populous subculture. The competition isn’t aggressive even on the consumer side. With a plethora of options, out-of-stock disclaimers can remain ephemeral across all platforms without creating a dire market gap.

“What distinguishes one platform from the other is a vision or an eye for pieces that really stand out,”

Curators like Cindy Julien of Tossed.ca are insouciant about the competitive landscape. “Everybody has their own style, and it reflects on their pages. My clients are also following other pages selling furniture. But, what distinguishes one platform from the other is a vision or an eye for pieces that really stand out,” says Julien, who started her brand over the pandemic with a slogan amongst friends— “you toss it, we flip it.”

Like many curators whose skookum eye is the nucleus of their consumer base, Julien’s business blossomed from a growing community surrounding her handpicked listings on Facebook Marketplace. “I bought four different coffee tables and couldn’t pick one. My friends thought I was insane,” she confessed, revealing that the inception of Tossed.ca was during a move to a new apartment.

“I sold one of the coffee tables and found such a great community of people who admired my style. I thought, 'Wow, this is cool.' As I kept [building the décor of my new space], I met more people interested in my style, and it became fun; it was such a strong community—and I thought, maybe I can make something of this”

Photos courtesy of Tossed.ca

The platform has now become a luxury staple—constantly pushing the barrier with its stock. Julien has assembled luxury collections with rare vintage décor seating aging as far back as the 1970s, like a Malinga wood chair with aged leather or a minimalistic swivel chair set by RS Associates with newly reupholstered linen. Her knack for simplistic treasures with opulent details has made a new home for rare Milo Baughman pieces, and Roger Rougier-inspired designs.

Yul Deco, an anonymous young collective, is new to Montréal’s vintage décor scene, offering modern reincarnated pieces dating as far back as they can find. Surrounding themselves in artistic spaces, their DNA allows the city’s cultural influences to shape their collections.

“Montréal is a very artsy city. It has a European touch and feel. So growing up here, you’re influenced by everything that surrounds you, which could be French, English, Anglo-Saxon architecture,” says the collective who named their brand after the airport code.

“We have so many people from all around the world bringing us something unique, a different touch, and adding to the culture of Montréal.”

Photos courtesy of Yul Deco

“We have so many people from all around the world bringing us something unique, a different touch and adding to the culture of Montréal. So there’s a lot of references, and there’s a lot of things that we can take and mature in our own way.”

Yul Deco's captivating Instagram grid already leaves a lasting impression, following its “edgy minimalist" aesthetic. The collective is well on its way to expanding the city's beautiful cycle of vintage décor curation.

In no particular order, VQ compiled a comprehensive list of Montréal’s cascade of vintage décor platforms operating mainly through social media to offer an eclectic selection of furniture for the eco-driven city.