Yorkdale

Unveiling Yorkdale's $25M renovation and putting Canada's top shopping destination back in the spotlight.

THE IDEA

Be the Centre of Style: a campaign that made the audience the face of fashion.

We revived Yorkdale’s Centre of Style platform with a bold, street-style spin. Shot by fashion photographer Chris Nicholls and styled by Zeina Esmail, the campaign featured influential personalities like Myles Sexton, Grece Ghanem and Mirian Njoh dressed in designer looks and owning the spaces in and around Yorkdale.

A

Where the audience is headed

Today’s shoppers are curating identity, not just outfits.

Modern luxury consumers are expressive, image-savvy and constantly connected. They expect more than product. They want experiences that feel personal, shareable and culturally aware. For a campaign to resonate, it needed to reflect their energy and give them a starring role in the style conversation.

B

Where the brand is headed

A $25M renovation called for more than a reopening.

Yorkdale is already one of North America’s top shopping centres and Canada’s premiere destination for prestige labels and first-to-market luxury brands. But with global competition rising and luxury consumers evolving, even an icon needs to stay ahead. The newly renovated luxury wing wasn’t just an upgrade. It was an opportunity to reintroduce Yorkdale with a bold new point of view.

C

Where the culture is headed

Street style is the new centre of influence.

Style no longer lives behind velvet ropes. With the rise of social media and fashion influencers, sidewalks have become the new runways. We saw an opportunity to position Yorkdale as a platform for self-expression, where luxury meets real life.