Toronto Fashion Week, Yorkville Village ready Window Wars promotion
Toronto Fashion Week, in collaboration with Toronto shopping mall Yorkville Village, is preparing a new promotion called “Window Wars.” The initiative will take the form of a series of online videos intended to “disrupt the traditional retail window display and change how consumers perceive the shopping experience.” The videos will feature artists Tatjana Green and Krystin Leigh Smith competing to create window displays featuring the work of Canadian fashion designers participating in Toronto Fashion Week. The videos will be posted online at <http://www.tfw.to> beginning Sept. 19 for four weeks. The physical displays will be exhibited from Sept. 5 to Oct. 23. Consumers can also vote for winning displays online.
“Window Wars challenges the traditional notions of retail displays much like how MasterChef did for chefs,” said Melissa Campisi, director of strategic partnerships and event marketing at Yorkville Village. “This opportunity offers a unique perspective on how consumers approach the collision of fashion, art and retail, especially in the digital era. It also allows us to create an interactive community experience, engaging with those in the Yorkville neighbourhood whether they have attended a Toronto Fashion Week event or otherwise.”