Award of Merit: Maple Leaf Sports & Entertainment (MLSE) Partnership - Toronto FC (TFC) Pop-Up Shop
Maple Leaf Sports
21/11/18
To celebrate the TFC’s 10th anniversary and their highly successful season, the TFC Pop-Up Shop was created. The goal was to build hype for the home opener and the grand re-opening of the BMO Field stadium after extensive renovations.

Credits

Creative Director: Matt Coyle RGD, MLSE

Art Director: Louis Cohen, MLSE

Art Director, Set Design/Props: Andrew Berry, Artquake Inc.

Production Supervisor: Ashleigh Johnston, MLSE

Production Artist: Mike Kavouris, MLSE

Illustrator: Dan Funderburgh

 

Description

To celebrate the TFC’s 10th anniversary and their highly successful season, the TFC Pop-Up Shop was created. The goal was to build hype for the home opener and the grand re-opening of the BMO Field stadium after extensive renovations. In addition to the space itself, the shop included merchandise and giveaways, including the grand prize of a vintage Toronto FC foosball table signed by the entire team. With the Raptors playoff run, the Blue Jays opening day, and the hype surrounding the Leafs’ chances of getting the #1 NHL draft pick, competition for visibility in Toronto’s crowded sports market was extremely stiff over the shop’s six-day lifespan. In the end, the TFC Pop-Up Shop surpassed sales goals and the shop’s microsite was the second most visited page on TorontoFC.ca. The hype generated by the shop led up to a record attendance for the long-awaited home opener, setting the stage for a landmark season.

 

 

 

 

 

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