For the launch of the second Roots x Shawn Mendes capsule collection in 2019, the creative concept was inspired by the campaign’s rose visual, a visual symbol of connection between Shawn, his fans and his Toronto homecoming. The idea transformed a familiar retail environment into an immersive brand experience, using thousands of pink roses to create a bold, highly shareable world around the collection.
We worked on translating the campaign concept across Roots retail windows and a temporary pop-up installation in Toronto. The execution extended the rose imagery into large-scale environmental displays and retail storytelling, creating a cohesive visual journey that moved beyond traditional merchandising. The goal was to build excitement around the collection and create a memorable physical experience that brought the Roots x Shawn Mendes partnership to life for fans in the heart of the city.
