case study
TORONTO- DOMINION CENTRE – BRAND REVITALIZATION
THE CLIENTDesigned by modernist master Ludwig Mies van der Rohe, the Toronto-Dominion Centre is an architectural icon of Toronto's business district. The centre's owner, Cadillac Fairview, launched $500 million in upgrades with the goal of a LEED certification by 2013. Part of this revitalization was a Living Roof surfaced in enviro-friendly grass. Not only does it conserve energy, it also reduces storm water runoff and collects CO2.
THE CHALLENGE
To generate awareness of the Living Roof, build TDC's green credentials, and engage the public – not to mention potential tenants – with the project.
THE THINKING
To celebrate this green innovation, bmir developed the Living Roof Exposition, a 3,000 square foot multi-media installation in the linkway between the buildings. Bold photography, scale models, live video feeds, interactive digital displays, and a unique audio installation all created an immersive environment that educated and entertained. As thousands of people passed through to work and shop, they also learned.
The Living Roof Exposition was launched with a kick-off event that garnered substantial media coverage and showcased TDC's dedication to sustainability. As the Globe & Mail noted: "Now that nature is becoming the brush of choice, Mies might have agreed that, beside his famous maxim 'less is more,' green is core."
THE PERFORMANCE
The program received acclaim both from the media and from TDC internally. bmir’s Living Roof Exposition fully captured the essence of the Living Roof and communicated the environmental commitments of TD and TDC to a much larger audience than could have been reached with a less insightful understanding of the opportunity. bmir truly did “out think.”
