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

July 29, 2016 by Dave Haynes


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.

Leave a comment