Yorkdale's new CONCEPT store.
Yorkdale Shopping Centre just opened a new store—and it's not what you think it is.
We're living in the age of the shopping mall renaissance as these indoor commerce behemoths continue to introduce innovative draws for shoppers. Yorkdale Shopping Centre's latest is CONCEPT, a permanent space which gives brands an opportunity to set up shop in a pop-up format. The shop, conveniently positioned right next to the mall's TTC entrance, will switch retailers every few months. Smaller brands who may not be able to afford a permanent outpost in the mall, or simply don't have a brick-and-mortar presence of their own will have the opportunity to attract new customers. The shoppers, in turn, will be treated to the kind of retail experience you'd expect from an urban concept store, not a suburban mall.
Lingerie by Mary Young.
Today, CONCEPT launches its all-Canadian pop-up featuring some well-known Toronto brands. There's minimal, body-positive lingerie from Mary Young, unisex streetwear-influenced outerwear by Get Fresh Company, playful swimwear by Bather, Toronto merch by Instagram-favourite Peace Collective and irreverent printed clothes by the witty Hayley Elsaesser. One corner of the space is devoted to a "tattoo parlour" offering two-week temporary tattoo by InkBox. And on the opposite side, Peace Collective set up the Peace Treats milkshake bar. These decked-out shakes with names like Cone-Trolla are sure to be the next Unicorn Frappuccino (and they taste better, too).
The all-Canadian pop-up at CONCEPT will run for three months starting today.
Shirts by Peace Collective.
Phone cases and merch by Hayley Elsaesser.
Peace Treats by Peace Collective.