Public Launch of Project: Under Gardiner

Project: Under Gardiner is a groundbreaking public planning initiative in Toronto that will transform a forgotten space into a vibrant cultural destination. This 1.75km cultural corridor under the Gardiner expressway is set to open in 2017.

Bespoke was hired by the Matthews Foundation to plan and execute the public launch for Project: Under Gardiner. While the expressway has long be a symbol of division in Toronto, we positioned the initiative as an opportunity to imagine the possibilities by inviting the public to “dream up what can only happen here”. We led a fast-moving and robust communication strategy that included key messaging, a visual look-and-feel, and the production of a wide range of communication assets.

The following launch video was directed by Gady Conteh-George of Mattru Media and produced by Bespoke

Public Installation for Project: Under Gardiner

Public Installation for Project: Under Gardiner

To signal the transformation underway and publicly celebrate Project: Under Gardiner, Bespoke conceptualized and project managed the creation of 40-foot high public installation based on the project's temporary logo. The iconic ‘yellow bent’ installation was unveiled at the launch of Project: Under Gardiner and was featured in a number of news, print and social media reporting including Global News, The Toronto Sun, and urbantoronto.ca. 

Photo Credit: Harry Choi

Messaging and Strategic Communications

Messaging and Strategic Communications

Bespoke positioned Project: Under Gardiner as an opportunity to re-imagine the city and ‘dream up what can only happen here’. Our strategic communications work conveyed the sense of possibility for the site, which has garnered national and international press and media coverage, and spread created excitement across the city.

The following image was designed by Carolina Soderholm of DesignHolmen and conceived by Bespoke.