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
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.