Ivanhoe Cambridge & Upper Canada Mall created Canada’s first Teen Lounge as a home-away-from-home for younger shoppers. With 21% of the center’s market in the 15-to-24-year-old demographic, they wanted to create a space, both real-world and on-line to cater to the youth in the mall. The Teen Lounge utilized unused space under an escalator and colorful/comfortable styles. About 470,000 hits later, the website had established an e-mail database with 4,300 addresses.
The My Teen Lounge Project won as ICSC MAXI Maple Leaf Gold Award in the category of Sales Promotions and Events.
(Illustration and Animation: RichToons)
Role: Creative direction & consulting, website design, social media, web marketing.