Greenspace +
Creative Direction, Strategy, Concept, Design
A full experiential environment to extend an already impressive leadership position in the sustainability space
Cadillac Fairview had an opportunity to extend their leadership position in the sustainability space, across properties. There was an opportunity to “green-up” overlooked space in buildings.
THE ASK
Cadillac Fairview’s properties tell have created a history of firsts and achievement in this space.
• Properties hold some of the first examples of large-scale public outdoor spaces
• Have set standards for greenspace within the urban core.
• Properties have achieved records in Leed Gold and Platinum designations.
• Showcase studies: TDC Living Roof- a first in retrofitting a historical space with sustainability in mind.
OVERVIEW
20% of Canada’s greenhouse gas emissions come from transporting people, including daily commuting and business travel.
With transportation being the single largest source of greenhouse gas emissions and air toxins in Canada, the extent of damage can also extend to asthma-inducing smog and water pollution.
While travel and commuting is necessary, Cadillac Fairview properties have an opportunity to tell a story of green. Rethinking the traditional “greenspace” by working in an unexpected location, and showcasing many of the plans and initiatives in place, can allow us to reduce these greenhouse gas emissions.
INSIGHT
Create a fully branded communications platform where tenants and visitors can (re)think about the space they’re in. For current occupants, this may be a re-think/remember - but from surroundings through to transportation and commute, the idea is to educate, promote and celebrate what makes the properties so unique.
Focus will be placed on changing perspectives through information, education and promotion. The ultimate goal, is engagement with the space and careful consideration of the habitat in which we surround ourselves in leading towards smarter commuting, and a perspective regarding the daily use of the properties).
Promotion of the space can enable awareness of:
• Fuel efficient vehicles
• Public transit
• Smarter commuting vehicle maintenance
• Carpooling
• Other methods of transportation (non-combustible/bicycles)
Ultimately people begin to re-evaluate what a greenspace can be.
STRATEGY
Utilizing vinyl murals, a complete takeover/makeover of the parking garage space to tell the promotional green story through Greenspace+. Additional messaging was promoted through digital channels; email blasts, television advertising through the PATH and interactive concourse displays.
THE BUILD
GREENSPACE+ at Toronto-Dominion Centre
GREENSPACE+ at Yonge Corporate Centre
