This new relationship will bear immediate fruit with an art installation and Valentine’s-themed virtual reality activation popping up mid-February at the popular downtown shopping centre! pop-up go, a trusted connector for landlords and short-term space seekers, announces the launch of a pop-up program with Atrium Toronto, a mixed-use centre located in the heart of downtown Toronto adjacent to Dundas Square and Canada’s busiest pedestrian intersection. The relationship will see the two organizations working side-by-side to deliver pop-up shops and experiential retail activations to Atrium, which features a diverse lineup of food and retail options including MUJI’s largest flagship store outside of Asia, the unique 306 Yonge - Jordan Store, OLG Prize Centre, Canada Post, Red Lobster, Spring Rolls, Concourse Eats, as well as three towers of first-class office space.

“Bringing pop-up shops and unique and memorable activations to Atrium has been a desired goal of mine for some time,” said Linda Farha, Founder and Chief Connector of pop-up go. “Atrium has been a long-time client of our sister company, Zenergy Communications, and we’ve worked very closely for several years. This type of initiative is proven to boost sales, drive exposure and create brand buzz, and I couldn’t be more thrilled to bring pop-up concepts to Atrium.”

The program will launch with two installations popping up at Atrium in mid-February:

Pop-up art gallery (by-invitation only)
A vibrant and modern collection of Montréal artist Alice Marques’ works
February 10

“VRalentine’s Day” pop-up
A virtual reality event where guests play a selection of games and compete against friends to be in with the chance of winning a grand prize from Atrium’s Kitchen Table
February 13-14

“Torontonians will recognize Atrium as a multi-use dining, shopping and entertainment centre and this pop-up program will help us continue to grow our brand awareness and attract a diverse audience,” said Mike Parker, President of MPA, on behalf of Atrium.

Atrium will make available select locations on its Ground and Concourse Retail Levels for pop-up opportunities in-between permanent leases, leveraging the increasingly widespread and popular marketing strategy of enticing shoppers with one-of-a-kind experiences. Not only will specific businesses launching pop-ups benefit via publicity for their brand, but the added foot traffic and excitement generated will also serve to provide a significant boost to nearby retailers.

Tags: pop-up, Experiential Marketing, Toronto, Atrium, event, Valentines, Valentine's Day, Art, Exhibition