Projects: Me To We’s First Bricks & Mortar Store Packs In A Lot Of Digital


Most small footprint retail spaces tend to have little or no digital inside its doors, but a new socially-conscious store in Toronto’s Eaton Center goes big with digital display to tell its store and drive interest and reactions.

The just opened Me To We store was developed is the first bricks and mortar presence for the youth organization, and it is there to drive aware and sell goods that support its efforts. Me to We describes itself as a social enterprise. Half of its net profit is donated to Free The Children. The other half is reinvested to grow the enterprise and its social mission.

This organization was founded and run by the Canadian humanitarian brother team of Craig and Marc Kielburger, who do things like the big We Day gatherings run to educate and kids to make differences in their city, country and world.


There’s a large video wall used to show We efforts globally, and an interactive display that  consumers can used to make their own pledge about making a difference (plus it looks like it captures names and e-mails).

The store is part of a three-year partnership between We and Cadillac Fairview, the property management company that owns and runs the downtown Toronto mall, which gets 50 million visitors annually. Cadillac has donated the retail space.

The digital side of the project was put together by Toronto’s BIG Digital.

Dave Haynes

Dave Haynes

Editor/Founder at Sixteen:Nine
Dave Haynes is the founder and editor of Sixteen:Nine, an online publication that has followed the digital signage industry for more than a decade. Dave does strategic advisory consulting work for many end-users and vendors, and also writes for many of them. He's based near Toronto.
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