Concept Store
TFD Logo

A taste of what’s in store

Fresh. Canadian. Homegrown sewn.

This concept store was a bold assertion of a shift toward a more sophisticated level of fashion and lifestyle. It‑showcased Toronto talent, whose creations would be available in shops throughout the long-awaited expansion, including Holt Renfrew and Simons.

Contributions

  • website content
  • motion graphics for on-site digital signage
  • printed promotional material
  • logo and invitation design
  • behind-the-scenes photography
  • event photography
  • product photography


Attracting a new, fashion-savvy audience, visitors were treated to a series of immersive experiences. The space featured 11 Canadian designers, with selections curated by Canadian-born celebrity stylist Leslie Fremar, and interactive events with industry experts from a variety of creative backgrounds.

Events

  • Media launch event
  • Designer discussion panel (open to public)
  • Fashion photography discussion panel, featuring society columnist Shinan Govani, photographer/director Sophie Elgort, and red carpet photographer George Pimentel (open to public) — pictured below
  • Street style photo opportunity for fashionable shoppers (open to public)


Door Decal

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Results

  • 59 media coverage pieces
  • 3000+ guests visits over 24 days
  • 124 positive guest reviews
  • 13.9K social media impressions
  • 93.4K media impressions
  • noteworthy increase in centre sales and traffic
  • Winner of an ICSC Silver Maple Leaf award for multichannel marketing and PR
Mannequin Army
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