By Sonia Yooshing
When Italian bistro Scaccia decided to set up shop at Toronto Union Station’s brand-new food court, the restaurant expressed its desire for an eye-catching point-of-purchase (POP) retail sign that would not only make heads turn, but would also support the unique vibe of Canada’s busiest transit hub.
The project’s designer, GH+A Design Studio, entrusted Toronto-based sign manufacturer Roberts Signs & Awnings with the task of replicating a late 1940s Italian Mille Lire banknote. The intent was to offer the brand an opportunity to go beyond food marketing and express its identity in a way that differentiated the tenant from other local vendors within the space.
To this end, the sign shop fabricated a wall-mounted structure with a Dibond (aluminum composite sheet) display background. Next, a high-resolution digitally printed image of the currency was installed on the structure. A 25.4-mm (1-in.) thick high-density urethane (HDU) foam board with a painted, black gloss finish was used to build the perimeter of the mural. The exterior aspects of the cabinet were made from paint-finished aluminum angle and covered with a 9.5-mm (0.37 in.) tempered glass to protect the signage from damage. Lastly, more than 200 white light-emitting diodes (LEDs) were installed to illuminate the perimeter of the sign foam, which further accentuate the visual appeal of the finished product.
Not only does this striking sign draw large crowds every day, it also allows the family-owned and operated purveyors of delectable Sicilian eats to push past food and experiment with a playful expression of their identity that builds on their brand’s story.
This stunning project earned first place in the display graphics category of the 2019 Best of Canada’s Sign Industry Awards (BOCSIes).