Monos Travel Toronto

Landing on Ossington by way of the West Coast, design-centric travel lifestyle brand, Monos, approached us to help integrate their new retail outpost into the cultural landscape of the city. Working closely with their marketing, design and retail teams, we developed XM strategy to support the new store opening with a through line focused on art and design. This came to life through a collaboration with South-Korean, Toronto-based interdisciplinary artist Dahae Song. We commissioned a new series of paintings to be displayed in-store and paired Dahae with floral installation artist Timberlost to develop a 6' x 9' installation inspired by travel. We also developed two limited edition versions of Monos product that featured Dahae’s luminous art. In addition to the artist collaboration, we produced a series of events in support of the store opening. A media and influencer event was hosted as a way to introduce the brand, preview the new store and view the art installation. Beginning in-store, guests mix and mingled enjoying bites by Major League Catering and natural wines and beverages by Barbet and NON. We then moved the group to Bar Bowie for an afterparty featuring custom cocktails and snacks, floral installation featuring Monos luggage by Timberlost and music by Girl Food by Kees. To celebrate the official store opening, we partnered with nutbar to create two custom plant-based beverages in shades of blue to match the art installation. Guests were treated to free beverages and snacks while they browsed and shopped Monos selection of travel accessories. To document this moment in time and share the delight with the wider Monos Community we introduced Dahae and Timberlost to the Monos editorial team. Their Dossier feature written by Sheila Lam expertly expresses the intentions and inspirations of the artists and their mindful approach.