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)
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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
