TD’s Art + Archi­tec­ture

July 20, 2015


Cadil­lac Fairview and Toronto-Dominion Centre are proud support­ers of the arts commu­nity. Recently TD Centre purchased a new art collec­tion by 12 renowned Cana­dian artists which is now on display at each of the TD Centre tower lobbies. To cele­brate its open­ing, Entro designed a brand­ing pack­age that combines inspi­ra­tional art with the impres­sive archi­tec­ture of Mies van der Rohe.

The Art+Architecture logo suggests a blank canvas by way of the nega­tive space created by the letter­forms; the verti­cal typog­ra­phy implies the build­ings them­selves. A cata­logue was designed to docu­ment the art and artists, as well as large format posters of the art pieces. These posters were created for instal­la­tion in the Linkway to encour­age passers by to engage with the nearby art collec­tion.

We further devel­oped concepts for the open­ing launch of the new collec­tion, intended for TD Centre’s tenants. This included a series of semi-transparent and light­weight columns, suspended from the ceil­ing, to mimic the TD Centre towers. Inter­chang­ing projec­tions of the art pieces, the archi­tec­ture, and real time images of the people in atten­dance were to be featured.

This arts initia­tive has received over­whelm­ing support from patrons of TD Centre.