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With huge storyboards hanging from the ceiling, it looks more like a chic film production company than a condo sales office. The five storyboards, created by fashion designer Philippe Dubuc, reflect the five distinct condo themes available at Le Oxxford, a 23-unit residential development near completion on Viger Street in downtown Montreal.

"I make my fashion collections with storyboards, so it's natural for me to use them for housing design," explains Dubuc, 41, the first Canadian fashion designer invited to show in Paris, in 2003. "And it's important to me that the showroom isn't full of appliances and tiles and floor samples."

The minimal approach at Le Oxxford is no surprise. Dubuc is famous for his clean, sophisticated look, with urban edginess and detailed construction. He eschews ornamentation and prefers to keep his colour palette restricted to black, grey and shades of earthy neutrals.

The five interior themes have telltale names: Le Visionnaire, Le Nomade, Le Puriste, Le Robuste and L'Express, referring to Montreal's famous French bistro on St. Denis Street, where Dubuc likes to dine. Each of the five themes share the pared-down aesthetic of his fashions.

Although all units feature the same high-end General Electric appliances, pocket doors, Toto bathroom sinks, exposed brick walls, rain-spout showerheads and oversized arched windows, there is a subtle personality shift in each. Le Puriste is strikingly bright, with white lacquered concrete floors. It's dramatic, aided by the modern gas fireplace and sunken double shower. The penthouse version of Le Puriste has even more impact, showcasing white hardwood floors.

Le Robuste, by contrast, is more rugged. "We put slate tiles and a brown maple floor for Robuste, with lots of natural brick," notes Dubuc, whose corresponding storyboard features old industrial farm machines and stone textures. "The client I have in mind is homey, a cocooner who likes references. It's less of a dramatic party place than Le Puriste and Le Visionnaire."

Le Visionnaire is a bit edgier, with darker materials. The kitchen has black lacquered doors with a stainless-steel countertop. Up in the penthouse version of Visionnaire, there are glass walls looking onto the two-sided terrace, which has a perforated steel floor. The bathroom has charcoal and red tiles with a black ceiling.

Le Nomade, inspired by the globetrotting lifestyles of many urbanites, is wide open, ready for change and constant reorganization of furniture. A linen curtain is available to divide the space, if desired.

"L'Express isn't finished yet, but it's highly particular," Dubuc says, noting that the units will be ready for occupation in March. "It's based on the classic French bistro. It will have black and white slate bathroom tiles. The floor will be black lacquered wood, and there will be a claw-foot bathtub in the bathroom."

Le Oxxford, a pants factory built in 1895, was expanded and remodelled, maintaining the original building's industrial character. The five themes are available in different unit sizes, ranging from 816 square feet to 3,000 square feet. Prices start at $229,000 and rise to $1.5-million.

Tall and slender, Dubuc is a walking billboard for his fashion taste, which translates neatly into the urban condo environment. Le Oxxford is a direct manifestation of his style. Working closely with interior designer Christian Bélanger and real-estate developer Mario Di Palma, Dubuc is the recognizable name that gives this condo project a competitive advantage.

"It's more than marketing," says Bélanger, who bought every piece of Dubuc's first fashion collection 14 years ago and has a closet full of Dubuc's more recent suits, belts and shirts. "We're branding the building, with Philippe's style and name, yes, but we're creating 'ready-to-live' lifestyle spaces that correspond to his ready-to-wear collection."

The overall priority, for Dubuc, is integrity. "I wanted to respect the building's assets, so I kept the rough, monumental feeling of the factory," he says. "And I avoided the typical condo references, like low ceilings and the suspicious feeling that it's made of cardboard."

And how are the closets, given that a fashion designer sat at the drawing board? "Well, they're quite generous," he adds, smiling.