Toronto-Dominion Centre is undergoing a 500 million dollar revitalization and setting the standards for sustainability in Toronto.

Part of the larger revitalization was a Living Roof on the Toronto-Dominion Bank Pavilion. Surfaced in enviro-friendly grass, not only does it conserve energy, it also reduces storm water runoff and collects CO2. 

Issue: No-one can actually see the roof. After playing with various concepts, we took over a thorough-fare of Toronto-Dominion Centre, and transformed it into a gallery style exposition with window coverings, exhibits, roof view video streams and time-lapse production that educated, informed and promoted the Living Roof.

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Exposition Banner design

To create an atmosphere of an exposition, 15' tall banners were designed and positioned throughout the exhibit space.

Exposition Atmosphere

Utilizing the majority of the link-way space to promote the Living Roof, atmosphere was established by employing a take-over approach in regards to creative. Full scale semi-transparent photography covered the windows to establish mood and serve to document the roof refurbishing/grass installation story. 

Structural pillars were vinyl wrapped to reflect TD Tower, while a scale model of the roof itself was built and positioned below allowing for visitors to get a birds-eye view. A full scale cutaway of the roof system and grass itself was created and positioned in-front of various forms of explanatory window/floor decals, while another exhibit featured a video stream of the roof in real-time and played time-lapse footage of the process.

 

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Documenting a historic structure designed by Mies Van der Rohe during its transition of the roof from asphalt to green, the idea was to time-lapse the process and create a gallery at the Toronto-Dominion Centre, showcasing the work, the time and the result.

With months of painstaking time-lapse photography shot purposefully and beautifully by Banko Media the final assembly pulled from 86 hours of footage into 3 distinct videos and set to an ambient sound track allowed these videos to be part of an Exposition held at the Toronto-Dominion Centre, and tell the story of the work.

Positioned as part of a "view" exhibit, these series of time-lapse videos cycled beside a monitor that held a real-time video feed of the Living Roof in its current state (as the roof is not visible from the ground). It truly represented a before and after view.

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Agency: BMIR
Role: Strategy, Concept, Creative Direction, Art Direction, Design
Account Management: Shelley Merchant
Production: Jason Chesebrough, Stephen Thut
Photography, Video: Banko Media