Maison Territo says Quebec’s luxury debate is really cultural

Maison Territo cofounder Liv Siv Ing says Quebec does not reject luxury itself, but the status it signals in public. The Montreal showroom argues the province could become a stronger international design destination if it stopped apologizing for excellence.

Why it matters: - Liv Siv Ing frames Quebec’s luxury hesitation as a cultural issue, not a taste issue. - The debate matters because luxury spending, design demand and destination branding can shape a city’s economic ecosystem. - Maison Territo is trying to position Montreal as more than a secondary market for international design.

What happened: - Liv Siv Ing, cofounder of Maison Territo, outlined her view on Quebec’s relationship with luxury in Montreal. - Maison Territo’s showroom brings together brands including Fendi Casa, Versace Home, Dolce & Gabbana Casa and Bentley Home. - The company opened in Royalmount, Montreal. - The release was dated July 28, 2026.

The details: - Siv Ing says people often ask whether there is a market for this kind of showroom in Montreal. - She contrasts that reaction with the lack of questions about German cars, multimillion-dollar chalets or restaurants that hide menu prices. - Siv Ing says Quebecers are comfortable with success, but less comfortable showing it. - She describes the tension as luxury being “practiced in private and judged in public.” - Siv Ing defines luxury as precision, proportion and how a material responds to light. - She says luxury is not what gets added to a room, but what a room is made to feel. - Maison Territo works with more than 100 brands. - The company says it supports residential and hospitality projects. - The showroom focuses on curated staging, craftsmanship, design heritage and contemporary luxury living. - Maison Territo is at Royalmount in Montreal. - The company’s website is maisonterrito.ca. - Maison Territo also listed social channels on LinkedIn, Instagram and TikTok.

Between the lines: - Siv Ing is making a broader point about civic ambition: Montreal has design talent, schools, studios and culture, but may lack confidence in claiming a place among global design capitals. - The message also suggests luxury retail in Quebec can be read as an identity question, not just a commercial one. - Maison Territo is selling an idea as much as products: that interiors and spaces are part of how people live major moments.

What's next: - Maison Territo appears to be betting that Montreal clients and projects will increasingly embrace high-end international design. - The company is likely to keep using its showroom and brand mix to make the case for Montreal as a design destination. - Siv Ing’s argument suggests the next challenge is less about demand and more about public acceptance.

The bottom line: - Quebec may not be rejecting luxury. It may be rejecting the symbolism attached to it.