Kramer Design Associates (KDA)
Creates Immersive Digital Media Experience for revitalized Yonge Eglinton Centre
with integrated New Brand Mark and Wayfinding Program.
Experts in creating award-winning strategies for urban shopping centres and mixed-use developments, Kramer Design Associates (KDA) has designed a distinctive brand mark and innovative digital-media signage and wayfinding program for the revitalization of RioCan’s Yonge Eglinton Centre in Toronto.
RioCan retained the internationally recognized firm of KDA in 2011 to reposition the overall brand image of Yonge Eglinton Centre in an effort to support the ambitious redevelopment plan that would see both expansion of the Centre and a complete transformation of the overall retail experience.
“Central to KDA’s strategy was to deliver a transformative brand experience that served as an urban stage for the Yonge Eglinton Community - one of Toronto’s fastest growing districts,” states Jeremy Kramer, Principal and Creative Director.
A New Brand Mark
KDA established a brand mark that would represent the vibrant, mixed-use, social gathering atmosphere of the Yonge Eglinton Centre. KDA collaborated closely with RioCan to develop a visual brand that would capture the significant transformation of the Centre into a modern and vibrant shopping destination.
An iconic feature of the Yonge Eglinton Centre is a light-filled glass cube at the corner of Yonge and Eglinton. Paying homage to this architectural feature, the new brand mark is built on the structure of a three dimensional cube to figuratively represent the improved attributes of the Centre’s fashion, food and entertainment amenities.
KDA developed a wide-ranging brand platform for integration across all communication platforms including touch-interactive graphics, social media icons, digital media, identification, wayfinding signage and complementary environmental graphics.
Digital Media Program
A key aspect of the Yonge Eglinton Centre brand mark strategy was to develop a dynamic digital network. KDA envisioned a seamless exterior and interior program to enhance the retail experience, function as a digital canvas for programmed events, enable retail tenants to communicate with customers in a strategic manner, and create kinetic, synchronized experiences throughout the Centre. The digital network provides an immersive experience that can support live concerts, book readings, food demonstrations, fashion shows, social gatherings and holiday festivities.
The program consists of more than 140 interior digital displays with interactive features, WIFI and Bluetooth capabilities, video imaging, light and sound infrastructure. Two large exterior displays enliven the Centre’s outdoor public space creating a level of excitement that positions Yonge Eglinton Centre as the new meeting place for the Community.
The program has become a sought after platform for ‘digital creatives’ to develop exciting presentations of Global and National Brands including those of Film Studios, Universities, Banks, Travel and Automotive Companies.
Wayfinding and Signage
KDA also designed a complementary exterior and interior wayfinding system with large-scale 3-dimensional presentations of the new brand mark, touch-interactive directories enabling customers to easily find services, stores and accessibility routes; and enhanced identification for two commercial office towers and TTC connections.
Recognizing the historic significance of Yonge and Eglinton, KDA developed a permanent museum installation that features the area’s key historic milestones. The installation provides time-lined insights and photos of ‘The Battle of Montgomery Tavern’, the first
‘TTC Line’, as well as the origin of ‘Cowbell Lane’.
Kramer Design Associates (KDA) is an award-winning, multi-disciplinary design firm specializing in Visual Identity Programs, Signage and Wayfinding, Media Architecture and Street Furniture for high profile clients across North America and abroad.
KDA has designed many famous Canadian identities including CBC, ICE District, Fallsview Casino and Resort, Toronto Entertainment District, Cogeco Cable and Vincor. Integrated brand design, signage, digital-media strategies and parking guidance systems for urban shopping centres and mixed-use developments include Yonge Sheppard Centre, Yonge Eglinton Centre, Stockyards, Eaton Centre, Square One, Yorkdale, and Scarborough Town Centre in Toronto; The Gallery in Philadelphia; DIX30 in Brossard; ICE District in Edmonton; and The Pearl in Doha.
About Yonge Eglinton Centre
Yonge Eglinton Centre, owned and managed by RioCan Real Estate Investment Trust (RioCan), is located at Yonge and Eglinton and has more than 75 stores including Winners, LCBO, Metro, Toys R US, Indigo and the largest Sephora in North America; and boasts a large interior living wall and rooftop patio featuring five history display panels.
For more information please visit www.kramer-design.com or contact:
Janet Young, Sr. Vice President, KDA
T: (416) 921-1078 x 39