“It’s not what’s in, it’s what’s next.”
That’s the tagline for Toronto’s Yorkdale Shopping Centre’s latest spring campaign that officially launched May 7. The retail destination partnered with New York-based fashion photographer Victor Demarchelier to produce 10 striking shots featuring some of the mall’s luxury retailers, including world-renowned brands like Jimmy Choo, Mulberry, Burberry, Versace, Moncler and Salvatore Ferragamo.
“Victor’s work really does speak to the campaign,” says Yorkdale marketing director Lucia Connor. “His photography matches the level of sophistication that’s seen in the world’s top fashion magazines, and it resonates with Yorkdale’s luxury brands.”
With creds in Vogue, Interview and Harper’s Bazaar, Demarchelier worked with stylist Zeina Esmail (also Fashion’s editor-at-large) to help Yorkdale market its play as the first pick for high-end retailers looking to break into the Canadian market.
In 2016, Yorkdale will be expanding its premises to house newcomers to Canada such as Nordstrom and Japanese fashion chain Uniqlo. The American upscale furnishing company Restoration Hardware is earmarked to take up 69,000 square feet of the former Sears spot. And when the last scaffold parts leave the lot, the shopping destination will be a whopping total of two million square feet.
Yorkdale isn’t the only mall giving its halls a facelift. Square One in Mississauga, Ont. is also in the race to deliver a more premium shopping experience. Last November, it opened a newly expanded $60 million north wing, including a 35,000 sq. ft. Forever 21, the largest in Ontario, as well as a 16,000 sq. ft. Shoppers Drug Mart Beauty Boutique concept and fashion label Brandy Melville.
Next spring, new Simons and Holt Renfrew stores are scheduled to open, bringing Square One’s total investment since 2013 to $480 million. And, in neighbouring Etobicoke, Sherway Gardens is embarking on a multi-phased $550-million redevelopment.
“Almost every mall is under construction because you constantly have to give customers something new to look forward to,” says Connor. “Yorkdale does not rest on its laurels. It attracts first-to-market retailers. With ‘What’s Next,’ we wanted to elevate our campaign just like our retail team has elevated the level of brand offerings.”
When it comes to big renovations, Yorkdale has a history of going glam. During the fall and winter expansion in 2012, it landed the face of international supermodel Coco Rocha. This year, its model Mirte Maas appearing on posters, drawing attention to the fashion brands that drape her.
According to Connor, it’s a marketing play that’s not always possible. “We’re humbled that the retailers trusted us and gave us their products to shoot,” she says. “Brands like Versace and Jimmy Choo don’t necessarily loan out their stuff. It goes to show Yorkdale’s reputation as a strong partner for these brands.”
“What’s Next” comes with a relaunched website that’s mobile-responsive and editorially driven, addressing internal statistics that found 60% of Yorkdale’s web visits came from mobile. On the new website, assets from the 250+ retailers will be showcased. To take advantage of Yorkdale’s fastest growing platform, an Instagram feed driven by the hashtag #YorkdaleStyle will be spotlighted.
The blog will be updated several times a week with interviews from fashion influencers, including Zeina Esmail who will share her insight on seasonal fashion trends. Dina’s Closet will also be a permanent blog; as the exclusive wardrobe sponsor for Breakfast Television host Dina Pugliese, Yorkdale will continue to feature a carousel of head-to-toe snaps of Pugliese in Yorkdale’s labels.
While posters and behind-the-scene videos will be peppered throughout the mall, the What’s Next campaign will also appear in fashion and lifestyle magazines as well as select digital channels.
Yorkdale partnered with creative agency G+ International and media buyer Media Dimensions.
