The store takes over a vacated Microsoft location which shuttered in 2020. The technology giant shuttered all 83 physical stores worldwide in June 2020, affecting seven Canadian locations in BC, Alberta and Ontario.
CF Toronto Eaton Centre has provided the opportunity for The Latest Scoop to enter into a pop-up lease, which is evident in the layout and build-out of the store. As part of the agreement, the brand erected temporary walls so as not to disrupt the permanent structure of the existing Microsoft store.
“Cadillac Fairview has been great to work with. The nature of going into pop-up locations is that you’ve got different constraints,” shared Adrien Nichol, CEO of The Latest Scoop. “Our team is so adaptable that we were able to work within the structure to come up with a solution that you see today.”
“Whether we are opening in CF Toronto Eaton Centre or a main street storefront, we are able to engage with customers who may not know about the brand and turn them into long-term fans.”
The CF Toronto Eaton Centre pop-up will have nods to their other stores, with added features that were designed specifically for the high-traffic location.
Two window designs were created by Stefano Tirone, a Local Muralist and now the Creative and East-coast Visual Merchandising Manager for The Latest Scoop.
The store also includes an instagrammable window, highlighted by orange physical features and the CN Tower & Toronto skyline in the background.
Founded in Vancouver in 2004 as a pop-up shop, The Latest Scoop has expanded into eight locations in Vancouver, Calgary and Toronto.
In 2018, Retail Insider covered the first location in Toronto, a 2,900 square foot store on Ossington Avenue. The brand has since opened a store at 700 Queen Street West in 2019, which would make the CF Toronto Eaton Centre location the third store for The Latest Scoop in the downtown core.
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