Branded Cities has entered into a long-term agreement to operate the indoor and outdoor signage assets for The Well, the coveted new downtown Toronto destination.

This deal adds more than 2,300 square feet of digital signage to the North American OOH company’s integrated chain of premium digital and static properties in sought-after locations.

Under construction since 2017, The Well will be a mixed-use site situated at Front Street and Spadina Avenue in Toronto’s Entertainment district. The high-density traffic location already sees more than 7,100 pedestrians, 22,000 vehicles and 55,000 commuters daily and is within walking distance from Toronto’s King West, Queen West, Waterfront and Financial Districts.

When completed, it will be comprised of seven towers that will house 320,000 square feet of commercial retail, 1.2 million square feet of office space and 1.5 million square feet of residential units spread throughout six residential rental and condominium buildings. One of the attractions for residents, employees and visitors to The Well will be the 70,000 square foot Wellington Market, a showcase of food and beverage options with a capacity of 4,200 people.

The screens that will now be part of Branded Cities’ portfolio include large-format spectaculars strategically adjacent to major streets like Spadina and Front Street, digital blade spectaculars situated in Wellington and Front Street, in addition to 26 directory-style digital screens peppered throughout the destination venue.

Though construction is expected to be completed next spring, the digital signage is set to go online by the end of this year.

Just three days ago, Branded Cities launched four digital spectaculars located at Lakeshore Boulevard, one of the busiest roads in the Greater Toronto Area.