Wine Rack
PRIDE

In-House Services

Graphic Design
Copywriting
Pop Up & Experiential Concept Development
Retail Experience Design
Packaging Design
Project Management

Project Deliverables

Window Displays
Experiential Activation
Large Format Graphics
Vendor Management

Retail Activation for Wine Rack PRIDE — Central Station

Your Neighbourhood Pride Spot

To celebrate Pride, Wine Rack Canada wanted to bring everyone together for a fun-filled street party at their Church and Wellesley location, the heart of Toronto’s LGBTQ2S+ community. Guests would be greeted with open arms, a free glass of frozen sangria, and the chance to meet loving and supportive people. It was our job to put it together and make it an unforgettable experience.

Love Shouldn’t Be Bottled Up

We wanted to give Wine Rack a bold message for this event, and what better way than to draw the line between what should and shouldn’t be bottled up? Their logo fit so naturally that we had to use it. We even did the one thing you’re never supposed to do: change the tagline. For this special occasion, the Wine Rack officially became “your neighbourhood pride spot.”

Loud and Proud

For the windows, we created a stunning wine bottle rainbow made up of all the colours of the Pride Flag. We elongated the bottles to embody our theme of unrestricted love. With this treatment, the bottles attain a sense of fluidity and appear as if even the windows can’t contain the outpouring of love and support.

Let Love Flow

The drink of choice was a frozen sangria cocktail, served from our rainbow-wrapped bar cart. We partnered with Double Chocolate Fountain, who helped us prepare, mix, and hand out hundreds of cocktails. Staff members were positioned throughout the event to manage the crowd, check ids, and ensure everyone felt the love. To help them stand out, we designed uniforms featuring our “Love” lockup.

Spread a Little Love

Everything we could get our hands on was used to create a vibrant and inviting atmosphere. We even painted the exposed pipes on the store’s ceiling rainbow colours. We placed signs throughout our event with a QR code that gave guests our frozen sangria recipe and a discount code for their next online order. We then created custom gift boxes to be shared with popular social media influencers.