{"id":7821,"date":"2012-05-01T14:39:18","date_gmt":"2012-05-01T18:39:18","guid":{"rendered":"http:\/\/www.signmedia.ca\/?p=7821"},"modified":"2012-05-01T14:39:18","modified_gmt":"2012-05-01T18:39:18","slug":"reviving-maple-leaf-gardens","status":"publish","type":"post","link":"https:\/\/www.signmedia.ca\/reviving-maple-leaf-gardens\/","title":{"rendered":"Reviving Maple Leaf Gardens"},"content":{"rendered":"
\"4\"<\/a>
Photo by Trevor Mein<\/em><\/figcaption><\/figure>\n

By Peter Saunders
\n <\/b>Toronto\u2019s fabled Maple Leaf Gardens\u2014previously home to major-league hockey, big-name concerts, boxing and other sporting events\u2014recently emerged from a decade of disuse. Its new anchor tenant was not a sports team or event management company, but instead Loblaws, a grocery retail chain with stores across Ontario and Quebec. To appeal to urban consumers and win over skeptical traditionalists, the transformation of the vast, empty space had to set new standards for point-of-purchase (POP) signage and related design elements.<\/p>\n

This process began in 2010 with a creative pitch session that pitted five design firms against each other to determine which could live up to Loblaws\u2019 daunting mandate: \u201cCreate the best food store in the world.\u201d<\/p>\n

While most of these contenders were North American firms, it was a foreign team that ended up scoring the deal: Landini Associates, a multidisciplinary retail design and branding consultancy based in Sydney, Australia.<\/p>\n

\u201cWe do not actively promote our services, as most inquiries come through word of mouth,\u201d says Mark Landini, creative director. \u201cWe won the job because Loblaws felt our concept matched its vision for an urban food store.\u201d<\/p>\n

In this case, the architectural firm already assigned to redesign Maple Leaf Gardens,<\/p>\n

Toronto-based Turner Fleischer Architects, was aware of Landini\u2019s work because one of its principals visits his relatives in Australia regularly.<\/p>\n

\u201cIt was circuitous,\u201d says Landini. \u201cI had never been to Canada before. We were flown over for a briefing, to see Maple Leaf Gardens, some Loblaws stores and some of their competitors. I also spent a few days just walking around Toronto.\u201d<\/p>\n

As he continued to visit the city, his walking tours helped him grasp the cultural importance of the heritage site.<\/p>\n

\"With<\/a>
With the opening of Loblaws\u2019 new store, the heritage building has emerged from a decade of disuse<\/span>. Photo courtesy Loblaws<\/em><\/figcaption><\/figure>\n

\u201cI understood how iconic Maple Leaf Gardens was when I noticed every bar and shop had ice hockey on TV,\u201d he says. \u201cIn Australia, the closest equivalent is rugby, but Canadians\u2019 mania for hockey eclipses that! The arena had also hosted the Beatles, Elvis Presley and the boxer Cassius Clay, later known as Muhammad Ali. So, when the building was shut down, the social context changed. The new store would need to be more than a supermarket. It would have to revitalize this part of the city with a new sense of place. There\u2019s no reason it shouldn\u2019t be part of the community.\u201d<\/p>\n

New and old
\n <\/b>With a proposal for a grocery store that would look like no other Loblaws location, Landini was tasked with enhancing the customer experience by providing input for interior and graphic design, signage, uniforms and written communications.<\/p>\n

\u201cPeople are increasingly demanding more of an experience from their grocery store,\u201d he says. \u201cShoppers don\u2019t just want to be presented with aisles of food. They want more of a \u2018market\u2019 experience, with visible food preparation, authenticity, tasting and something new happening all of the time. They want to be entertained. Our intention was to create a modern version of a market town square\u2014a super market, rather than a supermarket.\u201d<\/p>\n

In addition to bringing the store to the forefront of international urban retail design and creating new elements that could be rolled out in the future at other stores, another primary goal for the firm was to recognize the history of the iconic building.<\/p>\n

\"Whether<\/a>
Whether customers enter from the corner of Church and Carlton Streets (left) or from the underground garage, they are greeted by the Loblaws logo.<\/span> Photos by Trevor Mein<\/em><\/figcaption><\/figure>\n

\u201cMaple Leaf Gardens was massive, brutal and \u2018ugly-beautiful,\u2019\u201d says Landini. \u201cWe wanted to pay homage to the history of the building in a vibrant, living way, making it a part of the design by exposing the walls, commissioning a sculpture of reclaimed stadium seats and reusing lights and signage fonts.\u201d<\/p>\n

One of those fonts had been used originally to stencil in seat numbers.<\/p>\n

\u201cWhen we first visited the site, the construction crews had started pulling the insides of the arena out and we saw the stencil font left behind,\u201d says Landini. \u201cIt was well worth saving and so we reused it throughout the building.\u201d<\/p>\n

The seat-based sculpture, meanwhile, formed a giant blue maple leaf, the logo of the Toronto hockey team for whom the arena was home.<\/p>\n

\u201cWe came up with the concept with Landini and removed the cushions from the seats before giving them to an artist,\u201d says Mario Fatica, vice-president (VP) of planning and development for Loblaw Companies.<\/p>\n

\u201cThe leaf is a type of storytelling, using the materials of the building\u2019s history,\u201d says Landini. \u201cAround the sculpture, you can see the ghosts of staircases and radiators past. Old, exposed columns are crumbling. It all adds to the look.\u201d<\/p>\n

\"A<\/a>
A font originally used to stencil in arena seat numbers has now been recreated on signs throughout the building.<\/span><\/figcaption><\/figure>\n

Other original seats were added to an in-store caf\u00e9, where they can still be used for their original purpose. On the walls, old murals were recreated and new ones added.<\/p>\n

Another form of homage was the integration of some of the original ice-rink light fixtures. This and other illumination work was overseen by Mark Schembri, VP of store maintenance for Loblaw Companies.<\/p>\n

\u201cThis was a very different project for us,\u201d he says. \u201cLandini had a strong vision for lighting the space. We needed big, chunky lighting fixtures to illuminate big, chunky signs. When you walk in, we wanted a streetscape view, with light columns along your path. And we have some of the original light cans from the old ceiling. We took them down and maintained the shrouds but switched them to metal halide lighting. There are six of those near the store entrance.\u201d<\/p>\n

When customer use the main entrance at the corner of Carlton and Church Streets, one of the first signs they see is the Loblaws store logo in channel letters. These are internally illuminated with light-emitting diodes (LEDs). For shoppers arriving by car, meanwhile, the underground garage is brightly lit by a strip of LEDs all around its perimeter, lighting wall graphics representing various teams that once played at the Gardens\u2014not just hockey, but also indoor soccer and basketball.<\/p>\n

Inside the store, too, most of the lighting is directional, not ambient.<\/p>\n

\"To<\/a>
To create the sense of a marketplace with different shops, each department uses a different type of sign, including battered tin for the bakery and impressed concrete for the deli.<\/span><\/figcaption><\/figure>\n

\u201cEvery light has a home and we had to choose a flood or spot for each,\u201d says Schembri. \u201cThe devil is in the details. We have two floods on each aisle and spots pumping onto the aisle end displays. When you drive by the store, you can see very clearly inside. For the cheese wall, most types of lighting would hurt the product, so we used LEDs on each shelf, doubling them up where there was signage in front.\u201d<\/p>\n

\u201cThe lighting is the unsung hero that helped deliver our vision,\u201d says Landini. \u201cThe signage is beautifully lit.\u201d<\/p>\n

Developing displays
\n <\/b>The interior d\u00e9cor scheme used new stainless steel and blond wood grain surfaces, glossy black tiles and a vibrant red and orange floor, inspired by the colours in the Loblaws store logo.<\/p>\n

\u201cThe architects were responsible for the base building, providing the shell and putting the floor in, and we decided what would go inside that shell, down to the bolt and weld,\u201d Landini explains. \u201cWe had a good working relationship with them and with the retailer\u2019s own project management team, which helped source local materials and fittings.\u201d<\/p>\n

That said, Landini also took a hands-on approach to the project.<\/p>\n

\u201cWe handled specifications and documentation in Australia, then sent it to the clients, architects and suppliers, but we also came over on a regular basis to meet with the contractors and look at cardboard and medium-density fibreboard (MDF) mock-ups and final prototypes,\u201d he says. \u201cIt wasn\u2019t a case of issuing the drawings and then showing up once the store opened. It had to be more collaborative and iterative. You can\u2019t write a spec for everything.\u201d<\/p>\n

This was particularly true for the variety of signs and fixtures that were designed to expose, rather than hide, the building\u2019s age. Welded tin, for example, was intended to draw attention to its welds.<\/p>\n

\u201cMuch of the directional and departmental signage is outsized to fit within the scale of the building,\u201d says Landini. \u201cEach area uses a different sign type, including battered tin for the bakery, timber for sushi, impressed concrete for the deli and bent copper plumbing tube and neon for the grill. Many of these signs were inspired by what you might see along a city street.\u201d<\/p>\n

Further, the large, permanent departmental signs would not be crowded by other POP displays.<\/p>\n

\u201cThe display areas are product-intensive,\u201d says Landini. \u201cWe avoided design for design\u2019s sake. We didn\u2019t want anything to compete with the merchandise. And we didn\u2019t want anything thematic or gimmicky. You want a neutral environment that is still immediately identifiable as Loblaws. You want people to \u2018feel\u2019 the design rather than see it.\u201d<\/p>\n

\"Another<\/a>
Another recurring motif throughout the store replicates chalkboards. Some of these are digitally printed panels.<\/span><\/figcaption><\/figure>\n

From vision to fabrication
\n <\/b>Fabrication was contracted to Toronto-based Somerville Merchandising, known for custom manufacturing POP displays and retail fixtures. Working with the architects and designers for several months, Somerville produced signs for installation throughout the store, using a variety of techniques and materials, including sheet metals, copper piping and printed substrates.<\/p>\n

\u201cWe\u2019ve worked with Loblaws for 30 years,\u201d explains Ron March, Somerville\u2019s VP of sales. \u201cWhen Landini was chosen to work on this store, they looked to supply from within Canada. We started in December 2010, moving from concepts through redesigns, and began to build components in spring 2011.\u201d<\/p>\n

Testing various prototypes with Landini, Somerville turned the store vision into reality.<\/p>\n

\u201cThey didn\u2019t want a typical look,\u201d says March. \u201cCopper pipe fittings, for example, had to be aged to look rough, then clearcoated to seal them. With the bakery sign, we wanted soot marks. We digitally printed panels like chalkboards and applied a parchment-paper effect to the store aisle sign inserts. There is a real new-and-old look.\u201d<\/p>\n

Like Landini, March emphasizes this process depended on collaboration.<\/p>\n

\"The<\/a>
The cheese wall uses LEDs, which are doubled up in areas where they need to backlight sign lettering.<\/span><\/figcaption><\/figure>\n

\u201cYou can\u2019t get that look from drawings alone,\u201d he says. \u201cWe\u2019d get ideas and put together samples. And you need people on-site to get everything right. Each department sign has its own look and feel.\u201d<\/p>\n

As Somerville is accustomed to prototyping and one-offs, the company was equipped to handle almost all of the work in-house, other than some finishing that was subcontracted.<\/p>\n

\u201cWe\u2019re a custom house and can jump from pillar to post,\u201d says March. \u201cWe applied brushed brass onto aluminum for the patisserie sign and hollowed out the centres of the sushi sign letters to save weight when they were mounted to the wall. We worked with Loblaws\u2019 regular installers. It was particularly challenging to mount the steel letters of the bakery sign onto giant beams and hide the brackets. They\u2019re more decorative than structural.\u201d<\/p>\n

Further, some of the techniques were entirely new to Somerville.<\/p>\n

\u201cThere are signs with actual loaves of bread stuck to them!\u201d March says. \u201cWe preprinted the boards, mounted the dried loaves onto them and then added a sealant to prevent them from decaying.\u201d<\/p>\n

While much of the signage was customized to this degree just for Maple Leaf Gardens, some of the modular signs will provide a basis for new Loblaws stores to come.<\/p>\n

\u201cIt will be possible to create a similar feel in a smaller, less expensive format, based on ceiling heights and other factors,\u201d says Landini. \u201cIt\u2019s like a big Lego or Meccano set that can be rolled out.\u201d<\/p>\n

Indeed, Somerville carried forward some of the same sign concepts to another downtown Toronto Loblaws store at Queen and Portland Streets, which was being developed at the same time.<\/p>\n

Preserving history
\n <\/b>Another \u2018client\u2019 for the project was Toronto\u2019s municipal government, which had its own requirements for heritage building preservation.<\/p>\n

\u201cCity officials wanted to ensure the heritage of the venue was protected,\u201d says Fatica. \u201cWe made sure to communicate with the city and residents about our plans.\u201d<\/p>\n

\"When<\/a>
When the building was ready to reopen, locals lined up for hours to see the reworked interior.<\/span> Photo by Trevor Mein<\/em><\/figcaption><\/figure>\n

\u201cAt first, the city wanted us to dedicate a small \u2018museum\u2019 to the history of Maple Leaf Gardens, but we didn\u2019t want to stick that in a corner,\u201d says Landini. \u201cWe felt it would be better to integrate it into the overall design. We marked a red dot on the floor where centre ice was, for example, and now shoppers take each others\u2019 photo there. We also found old images and incorporated them as graphics on pillars, seats and tables.\u201d<\/p>\n

\u201cThey had researched 20 major events in the building\u2019s past,\u201d says March. \u201cI went through books and the web to find photos from the Stanley Cup, the Ali boxing match, etc., then retouched and resized them for the pillars. So, choosing these images had a lot to do with the right scale for the format.\u201d<\/p>\n

In some cases, new images had to be created.<\/p>\n

\u201cWith the Beatles, for example, we had to create our own for the space on the pillar, says March, \u201cand for the final National Hockey League (NHL) game that was played at the Gardens, which I had attended, we ended up using my own ticket stub, blowing it up.\u201d<\/p>\n

These images were simplified and applied to the pillars in a fashion not unlike the aforementioned stencil font.<\/p>\n

\u201cWe cut vinyl masks for them,\u201d says March. \u201cWith this method, when you spray-paint them and then take them off the pillars, you leave the images behind.\u201d<\/p>\n

\"A<\/a>
A hockey scoreboard font is used to indicate cash counter numbers.<\/span><\/figcaption><\/figure>\n

Other photos were scanned and printed for insertion below the glass tabletops, forming collages. Meanwhile, temporary heritage boards were installed throughout the store, with permanent plaques expected later this year.<\/p>\n

Outside, the existing brickwork of the building\u2019s art deco fa\u00e7ade was cleaned and restored. A new marquee recreates old globe fixtures.<\/p>\n

\u201cThere wasn\u2019t a lot left,\u201d says Landini. \u201cThe marquee isn\u2019t the original, but a restoration of an earlier version.\u201d<\/p>\n

\u201cThere have been several marquees on Maple Leaf Gardens,\u201d says Fatica. \u201cWe went with the 1940s and \u201850s version.\u201d<\/p>\n

Grand reopening
\n <\/b>The 7,567-m2<\/sup> (81,450-sf) Loblaws at Maple Leaf Gardens opened on November 30, 2011, almost exactly 80 years after the building had originally opened. Customers lined up for hours to see the reworked interior.<\/p>\n

\u201cI was there at 4 a.m. the day it opened and there was already a long queue!\u201d says Landini. \u201cThe first guy in line had been there all night. I\u2019ve never had a queue like that to see our work before. It has really been embraced by the public.\u201d<\/p>\n

\u201cWe are honoured to have had the opportunity to breathe new life into this iconic Canadian landmark,\u201d said Galen G. Weston, executive chair of Loblaw Companies, at the grand opening. \u201cThis building and its community inspired us to create an innovative store concept that captures the spirit of its original four walls.\u201d<\/p>\n

With files from Loblaw Companies, Landini Associates and Somerville Merchandising. For more information, visit www.loblaw.ca<\/a>, www.landiniassociates.com<\/a> and www.somerville.ca<\/a>.<\/i><\/p>\n","protected":false},"excerpt":{"rendered":"

Toronto\u2019s fabled Maple Leaf Gardens\u2014previously home to major-league hockey, big-name concerts, boxing and other sporting events\u2014recently emerged from a decade of disuse. 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