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SWS Marina Pop-Up Village
1112 Juddhaven, Port Carling, ON P0B 1J0

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SWS Pop-Up Village, 1112 Juddhaven Road
Muskoka, ON, P0B 1G0


McPherson Ave is an exciting new Pop-Up Shop located at the SWS Marina Pop-Up Village, in Muskoka, Canada, inspired by everyday luxury, and the spirit of travel.

Visit McPherson Ave for an edit of contemporary womenswear and accessories, a curated men's collection, and private shopping services. 

Bringing luxury designers from around the world, to cottage country. 


After serving in the Client Services Department at Christie's London, founder Elle McPherson sought a more personal project, one combining her Canadian roots with the international inspiration gleaned from working alongside leaders in the arts in New York, Toronto, and London. 

The transition from art to fashion was altogether natural for Elle, having been on her first set at six months of age. McPherson Ave aims to celebrate everyday luxury and promote meaningful brands making an impact today.

Elle holds a degree in History of Art and French at Queen's University, and a Master's in American Fine and Decorative Art from Sotheby's Institute, New York.

Her career has focused on the arts, and celebrating everyday luxury.