During the nineteenth century, the beautiful stores of Montreal were mostly grouped on Notre-Dame Street . This street located in the heart of Old Montreal was open since the founding of Ville Marie and was the main street of the city. It is at the end of twentieth century that things began to change. With the construction of mansions and luxury houses farther north in the golden square mile and construction of major hotels, shopping centre soon reposition themselves around the Philips Square. The first to take the lead was Morgan and Birks. Soon, other department stores followed on St. Catherine Street, which is now 100 years later the commercial heart of Montreal city.