A swoon-worthy experience bringing together two Canadian icons.
The Problem to Solve
In celebration of his Toronto Homecoming Concert and first stadium show ever, Roots partnered with global pop phenom Shawn Mendes to create a limited-edition capsule collection: Roots x Shawn Mendes. The collection, a true collaboration between two Canadian icons, was to be sold online and at Roots' flagship retail location in Toronto. With an expected audience of over 50,000 fans, Roots knew it presented a special opportunity to connect with Shawn’s devoted fan base.
We decided that a high impact pop-up retail installation at the Rogers Centre would provide the best way to create an unforgettable experience for the ‘Mendes Army’. The Garden worked with fabrication and production partners to design and build an immersive pop-up space adorned with 12,000 fresh pink roses, eight-foot-tall picture-perfect rose beds, with a flower-lined path leading to the store. Celebrity host and performance artist, DevoDLive, kept the screaming crowds energized and excited for hours as they awaited access to purchase exclusive Roots gear and capture their selfie-worthy moments.
In just 3 days, the activation reached 45,000 people and Roots sold through their entire line of co-branded Shawn Mendes merchandise. It was a hit on social media as well, organically reaching over 1.5 million people across Facebook, Instagram and Twitter, above and beyond paid campaign reach.