8 months of concepting, 6 months of planning, 3 months of promoting,
1 night of art and community.
STC was more than a shopping centre in the Scarborough community. It was a place that impacts the lives of those to choose to visit. In this case, we impacted them through art.
Not only did we showcase Scarborough Town Centre as first-class destination in the GTA, we represented Scarborough in general as a wonderful community and place to live.
This project was right in line with the strategy to build unique positive stories and experiences and to continuously reinforce STC's identity as a major destination in the GTA.
We also succeeded in building an increased emotional connection with our visitors. Truly inspiring!
In 2019, Scarborough activated more installations than anywhere else in the city. Visitors were invited to explore 20 art experiences all within walking distance from STC.
The 2019 theme for Nuit Blanche Scarborough is Queens and Kings of Scarborough.
The theatrical playground challenged systems of social marginalization, self-identity negotiation, and racial stereotyping within a modern framework.
From film and installation to interactive sculpture and street art, Queens and Kings of Scarborough honoured this community as a hotbed of culture.
The STC Flower MRKT was designed to celebrate Mother’s Day and how Spring has finally sprung.
A curated pop-up event to showcase the GTA's artisans and creators in plants, gifts, and flowers for Mother's Day.
These annual MRKTs helped to strengthen our connection to our community and event partners, promote small businesses, and create an anticipation for curated, artisanal items not found in major shopping centres.
Just in time for the Spring season and upcoming Mother’s Day, Scarborough Town Centre created a Parisian-inspired floral market wonderland, filled with hand-picked selections of fresh flowers ranging from peonies, ranunculuses, anemones and garden roses.
A week long interactive exhibit showing off the season's must-have kicks, while promoting the various retailers carrying those styles. Visitors were invited to an Instagrammable setup to take photos and videos and share those memorable moments via social media with the branded hashtag, #STCGetSchooled.
MARTK'D x STC explored the intersection where art and sneakers connect through a showcase and activation that allowed an opportunity for the public to learn about the global phenomenon of sneaker culture and share our love of art and sneakers. Visitors were able to learn about the art of sneaker design as some of Toronto’s hottest artists showcased their skills and techniques live and in person.
A longstanding STC tradition included annual celebrations for this auspicious occasion.
Over the years, Centre Court gets transformed into a celebration of the Lunar New Year, based on the animal zodiac of the year. Guests are invited to walk through traditional structures, view their horoscope signs, and make a wish by writing and tying it to the structure to receive a complimentary Lai See (red envelope).
Understanding the need to expand cultural celebrations further, Scarborough Town Centre partnered with Pop + Co to dream up Eid MRKT.
Eid MRKT was made to bring everyone of all cultures and religions together to celebrate community and to learn more about what Eid is all about.
Customers were welcome to enjoy daily activities including art demos, calligraphy sessions, craft workshops for kids, and henna artists.
With the largest Santa set in the GTA, Planet Santa received approximately 2,000 visitors a day for photos and would take visitors through a magical set filled with videos and games.
To provide a better customer experience that would allow families to skip long lines and wait times, we developed an additional program to enhance the spirit of the holidays.
This Secret Santa's Workshop allowed families to pre-book their private 30-minute experience for a fee, allowing families to make magical memories stress-free.
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