Trading Post by The Bay Pop-Up Activation

In the Retail and Service Design course at Parsons School of Design, I rebranded The Bay as a Canadian luxury heritage brand. While the brand currently operates as a department store, the rebranding activation transformed the company into a luxury gallery space featuring Canadian artwork and exclusive merchandise.

The visuals below are highlights from the activation pitch deck highlighting the target market, business opportunities, KPIs, customer experience touch points, and partnership opportunities.

The activation also aimed to highlight the history and heritage surrounding The Hudson Bay Company and its relationship to Canada’s Indigenous communities. As a result, much of the artwork displayed throughout the gallery was proposed to highlight Indigenous artists.

The activation utilized artwork, merchandise, and technology to engage customers and create a seamless experience inside and outside of the physical retail space. The mobile app was the centre of the activation helping facilitate a seamless relationship between all aspects of the brand.

The mobile app allowed customers to listen to and read about the artwork in the gallery space, order merchandise, and gain exclusive access to newsletters and marketing promotions.

The gallery space images are designed to showcase what the activation space would look and feel like to the customer.