Rue St. Joseph, affectionately known as Québec City’s Broadway, has a storied history that’s as vibrant as the street itself. Nestled in the heart of the Saint-Roch district, this charming urban enclave boasts an eclectic mix of new shops, hip restaurants, and unique boutiques, making it a must-visit destination for both locals and tourists.
But Rue St. Joseph’s journey to becoming the bustling hub it is today was far from linear. It traces its roots back to the 1860s when a public market, the Jacques-Cartier Market, sprouted at the intersection of Saint-Joseph and Dorchester. It was a modest beginning, but it marked the street’s ascension to prominence.
As time marched on, Rue Saint-Joseph evolved rapidly. The city’s first tramway line made its way along the street in 1865, bringing with it an era of modernization. The once-sleepy street transformed into a bustling commercial thoroughfare, boasting department stores, movie theaters, and the novelty of electric lighting and tramways—a local sensation in every sense.
The late 19th century saw an explosion of businesses along Rue St. Joseph, with their numbers swelling from a mere five to a staggering two hundred. Shoppers could find everything from furniture and clothing to books and groceries. Owners often resided above their stores, presenting their wares in the ground floor windows, reminiscent of the arrangement at No. 299.
Around 1890, the street witnessed the debut of three- and four-story department stores. These retail temples were larger and more opulent than anything shoppers had ever seen before. Rue Saint-Joseph had become Québec City’s very own Broadway, complete with theaters, cinemas, cabarets, and colossal stores—all illuminated by the glow of electric lights and served by the efficient tramway.
At the dawn of the 20th century, Rue Saint-Joseph was the bustling heart of downtown Québec City. Saint-Roch, the neighborhood it served, was an economic powerhouse, with dozens of factories employing thousands of workers. Local entrepreneurs embraced the American-style trend of bigger, upscale department stores, catering not only to residents but also drawing in the middle class from Upper Town and surrounding areas. By the mid-20th century, a staggering 80% of retail businesses in the city, as well as the entirety of eastern Québec, called Rue Saint-Joseph home.
However, the 1950s brought a decline akin to what many North American city centers experienced. Residents sought refuge in the cleaner suburbs, leaving behind crowded, polluted industrial areas. New suburbs with ample parking lots and shiny shopping malls lured them away, leading to the closure of numerous businesses on Rue Saint-Joseph, both big and small.
In an attempt to counter this trend, Rue Saint-Joseph underwent a transformation. Part of the street was reserved for pedestrians, and from 1972 to 1974, a half-kilometer-long roof was erected over Rue Saint-Joseph, making it the world’s longest covered street. While it initially provided a boost to businesses, the covered mall eventually became a spot for the neighborhood’s less fortunate to gather, rather than a thriving shopping destination.
In the 1990s, the neighborhood underwent revitalization efforts. The roof over Rue Saint-Joseph was dismantled in two phases, first in 2000 and then in 2007. The street received a facelift, with numerous buildings undergoing renovation. The population began to rebound, and today, the neighborhood is a symbol of vitality and innovation. Rue Saint-Joseph has once again become a cultural and shopping hotspot, drawing visitors from near and far.
As you stroll along this historic street, you’ll find something for every taste and preference. From charming boutiques to major retail stores, cozy cafes to tea shops, Rue St. Joseph is a shopper’s paradise. Make sure to set aside ample time to explore all it has to offer.
Don’t miss Benjo, Québec City’s most prominent and unique toy store, spanning an impressive 25,000 square feet, and the two-level Hugo Boss store, boasting Canada’s largest collection of men’s and women’s designer clothing.
And as the city removed the roof of the Mail St. Roch, many hidden treasures were uncovered on Rue St. Joseph, offering a glimpse into its rich and storied past. So, when you find yourself in Québec City, make sure to wander along the enchanting Rue St. Joseph, where history and modernity harmoniously coexist in this bustling urban gem.