Sky-high ad venue on offer

Toronto's Sherway Gardens shopping centre is boasting something brand new - and offering advertisers opportunities to leverage its rooftop canopy.

Now lighting up Toronto’s sky from the tented, 24,000-sq.-ft. roof of Sherway Gardens shopping centre is what’s touted as a venue first. Slated to be an unusual option for advertisers after the holidays, the innovation is kicking off with Winter Sky, a five-minute light show that will entertain holiday shoppers through Dec. 23.

The film, which was created by artist Michaele Jordana (whose work hangs in The National Gallery of Canada), amounts to a kaleidoscope of winter imagery. It combines digital video and motion graphics with state-of-the-art lighting and projection technology in a ‘choreographed video fresco,’ all synchronized with symphonic sounds from the Trans-Siberian Orchestra.

The eye-catching spectacle is visible to an estimated 1.4 million monthly pedestrians, as well as thousands of drivers on the nearby 427 & QEW highways. After the holidays, Sherway Gardens’ sky-high venue will be available to marketers who want to try something different.