Secret Location began as a concept which Carey Melnichuk, our Founder, played with while living in Milan. An interesting topic to discuss and analyze the current retail landscape in the city that she then lived, versus Canada. As Italy’s economy declined, Carey was no longer able to stay. After a visit home, she quickly understood that her experiences had altered her perspective. Vancouver’s growth pattern and trajectory presented itself as the perfect home for Canada’s first concept store.
The business plan and strategy had been in the development stage for nearly two years when Melnichuk found Secret Location’s home, 1 Water Street. The name came from the notion that all those who entered the space should have their own unique experience, free from preconceived notions. Therefore, Secret Location became the ultimate solution. A name which lent the listener to curiosity and peaked interest. Something undefinable, leaving the mind free to create an individualistic experience.
The site consisted of concrete floors, concrete pillars and a bare ceiling - the ultimate blank slate. Construction began shortly thereafter in 2011, but the findings of asepsis indicated that what had once been a straight forward project would take on a life of its own.
Driven by passion, Melnichuk sought out other creatives and artists to create part of the components which Secret Location’s interior is now known for. This collaborative nature has become part of Secret Location’s D.N.A. Completing the construction process in mere months, we opened our doors June 2012.Secret Location quickly became one of Vogue’s Top 10 Concept Stores in the world, and remains a destination to this day.
To attempt to encapsulate the last seven years..
We have held events highlighting talents including Scott Schuman - The Sartorialist, Yvan Rodic - Facehunter, Kristina Bazan, Vanessa Hong - The Haute Pursuit, Logan Real, and Carlos Garcia (to name a few). And partnered with companies such as Moët, Remi Martin, Aston Martin, Ferrari, Taschen, Barrie, Linda Farrow, Fazioli, The Campaign for Wool, and Jan Kath. We have been featured in the Conde Nast Traveller, the Elite Traveller, Refinery 29, and numerous other publications. Not to mention our infamous window displays and installations.
Finally, the last two years have led to the development of our own Secret Location brand. We have and always will stand for quality and craftsmanship, with a focus on responsible and sustainable production.
Over the next two months we’ll take you on a tour of our past, and introduce you to what’s in our future.