When the first phase of a futuristic multi-use complex opens in downtown Toronto this fall, on the northeast side of Yonge-Dundas Square, its moniker will match that of a venerable city magazine. Originally dubbed Metropolis, Toronto Life Square will comprise 500,000 square feet of indoor space when complete, and have approximately 20,000 square feet of state-of-the-art outdoor signage, including Canada’s largest high-definition video display (30 x 52 feet) with the world’s largest contoured tri-vision. The video display will be enhanced by 34 surrounding video panels that can be used individually to create marquee effects or a display area of approximately 2,400 square feet.

Bell Canada has already signed on as the first major advertiser in Toronto Life Square, Neil Miller, VP media programming and infrastructure for property developer PenEquity Management, tells MiC. He says other brands expected to follow suit include the complex’s first confirmed retail tenants, who will move in this fall: Future Shop, AMC Theatres, Adidas and Shoppers Drug Mart – and that negotiations for other ad opps are currently underway.

Toronto Life, in partnership with sister publications at St. Joseph Media and technical and creative support from Alchemy (a St. Joseph Content company), will develop and produce special content for the integrated digital signage network. They will also produce live programming throughout the year to attract the estimated 56 million annual visitors to the popular Yonge-Dundas Square area, plus the 20+ million subway passengers who begin and end their trips there.

Until the square’s rebranding is complete, details regarding ad opps will remain posted at www.metropolis.ca.