Shein targets Christmas lovers with experimental stunt
Shein is planning to launch a holiday pop-up in the Distillery District’s Winter Village from Nov. 13 to 17. Located near the iconic heart sculpture, the event will invite passersby to enjoy the holidays with a touch of nostalgia, the brand said.
At the centre of the pop-up will be a giant Santa Claus made from Shein brand boxes. Visitors will be able to take a photo with the structure, share it on social media and receive a gift. During the five-day event, Shein will distribute 10,000 gifts, including popular home décor, accessories, clothing, and stationery items. The activation is complemented by a photo mural, which brings to life popular Canadian winter moments, such as shoveling snow, building gingerbread houses, wrapping gifts and even escaping the cold with a sunny vacation. On display until Jan. 5, the mural celebrates both the magic of winter and the local community, the brand said.
According to Vito Zhong, general manager of Shein Canada, the company is launching the pop-up to highlight the brand, as well as “its diverse range of categories that make it easy to find the perfect gift for every person on your list,” during a key sales season.
The fashion brand will also support Toronto-based nonprofit Big Brothers Big Sisters by donating fall and winter clothing for its holiday campaign, to help children and families in need receive warm clothing this season. Additionally, it has partnered with the charity Homeless Connect Toronto, contributing clothing for its One-Stop-Shop Event, which provides essential services and support to vulnerable people across the city.
Shein launches the activation after targeting university students with a truck and mobile station on numerous Ontario campuses in September. The activation featured exclusive collections, and invited visitors to customize a T-shirt while exploring deals on womenswear, menswear, home goods, stationery and accessories. Prior to that, in August, the brand tapped into the country’s summer music festivals to launch an experience that promoted its brand among a young audience. From Aug. 2 to 4, it set up a bubble-themed pop-up at the Veld music festival in Toronto, and then from August 10 to 11 at the ÎleSoniq festival in Montreal.
Visit Florida gives Canadians a break from the winter
Tourism board Visit Florida is looking to transform Toronto’s Distillery District’s Archeo patio into a Florida-inspired paradise where visitors can escape the Canadian cold.
Four cabins will serve Florida-inspired food and beverages, with each station celebrating a different destination and inviting guests to sample its signature food. The pop-up will feature an illuminated branded sign greeting visitors, as well as heat lamps and lush foliage to represent Florida’s iconic palm trees. A video mural will also showcase Florida’s famous beaches and cityscapes, and there will be a seating area for guests.
As part of the pop-up, which was handled by VoX International, Visit Florida has also partnered with The Weather Network to launch a series of three contests in which participants can win a trip. The activation will be open from Nov. 13 to Jan. 5.
The pop-up arrives after the tourism board launched a campaign in 2022 in the U.S. and Canada to support Florida’s tourism industry in the wake of Hurricane Ian. The campaign included images captured in 14 destinations across the state after the hurricane, assuring travelers that the “sun was shining in Florida” and that it was as good a time, as any, to book a trip. In Canada, the campaign involved digital promotion throughout the winter, marketing alongside Canadian airlines and tour operator partners and social media.
Distillery District worked with Eat it Up Media (EIUM) on the experiential marketing.
