Toronto, June 23, 2015 – Square One is in the middle of a multi-phased redevelopment project aimed at delivering a more premium shopping experience to the West Greater Toronto Area. Last November, the Mississauga-based mall opened a newly expanded $60 million north wing and with the help of Toronto based branding agency Jacknife, an exciting new fashion campaign followed. Square One’s new luxury wing will bring retailers Kate Spade, Stuart Weitzman, Marc Cain, Raffi Jewellers and Harry Rosen to the west end. Also coming to the new luxury wing, Canadian retailers Holt Renfew and Ontario’s very first Simons.
‘Blueprint to Glamour’ Behind-the-Scenes
“Our relationship with Square One, the largest shopping centre in the West GTA, started two years ago when we took on the full rebrand to help position Square One as a premiere fashion destination,” said Kim Norwich, Associate Creative Director at Jacknife. “With extensive renovations underway at Square One, the challenge was to embrace the development and to build anticipation to the high end luxury wing anchored by a flagship Holt Renfrew that will be unveiled in 2016.”
Jacknife teamed up with fashion photographer Christopher Wadsworth (MasterCard Stylicity, Harper’s Bazaar Thailand, L’Officiel Thailand) and fashion stylist Fiona Green (FLARE, Fashion, ELLE Canada) to see their vision through. With a resilient crew and talent, the team braved a day of subzero temperatures in their warmest coats, long underwear and steel-toe footwear on the working construction site of the future home of Simons. The juxtaposition of high fashion against the raw construction site brings the couture pieces to life and draws attention to the exciting redevelopment in progress. The campaign features fashion that will be available in Square One’s luxury wing.
Photography – Christopher Wadsworth
Fashion Styling – Fiona Green
Hair – Dat Tran
Makeup – Wendy Rorong
Model – Jade Tenholder / Next
‘Blueprint to Glamour’ Campaign