Case Studies

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About Toronto Blue Jays - Jays Shop

The Toronto Blue Jays are a Canadian professional baseball team based in Toronto, Ontario. Founded in 1977, the club won back-to-back World Series in 1992-1993. The team is based out of the Rogers Centre in Toronto and is owned by Rogers Communications.

The Scope

The Toronto Blue Jays wanted to launch a standalone Jays Shop in the Toronto Eaton Centre. For this project they engaged Shikatani Lacroix who they had worked with previously on multiple initiatives over the years, including their original team memorabilia store Blue Jays Stadium Shop located at Gate 5 in the Rogers Centre. Shikitani Lacroix and the Blue Jays worked closely to develop a strategy for the new store, creating a space that was not just about the merchandise. The goal was to expand and showcase more fashionable and everyday wearable items while also highlighting the exclusive products only available at the Jays Shop. The experience also needed to communicate the patriotic message of the Toronto Blue Jays as Canada’s only baseball club.


The Solution

Toronto Blue Jays Store photoIn addition to offering authentic team merchandise, official memorabilia and latest fashion apparel, the flagship store features innovative and indelible digital design solutions. Guests are greeted with a dynamic and eye-catching digital entranceway and are then led through the store on an interactive journey including an animated hat wall and expansive digital signage powered by Omnivex Moxie digital signage software. Featuring live game feeds along with memorable moments from the team’s history, the new Jays Shop delivers a unique experience for customers and Jays fans.



The Results

Toronto Blue Jays Store photoThe new stand-alone Jays Shop provides an immersive and all-encompassing experience that is not just about shopping, but a destination for Jays fans outside of the Rogers Centre.