TikTok Canada SmallBiz Pop-Up
Toronto
2024
Industry: Tech + Retail
Creative Team — Environmental: myself. Graphics: Kenneth Liew. Copy: Heliz Mazouri. Video: Nurys Castillo.
Canada team: Florencia Wells, Erinn Piller, Victoria Lee, Faryal Ali. Fabrication: John Keddy
In partnership with TD Bank, TikTok Canada created a pop up shop to highlight local small businesses that had gotten their start selling on the platform. The shop went live for the Holiday 2024 season, and featured beauty, food & beverage, pet goods, and art —with memorable moments for fun content and a TD lounge.
Location: Toronto Union Station
The station is a major transit hub located in Downtown Toronto and is the busiest transit hub in all of Canada. With its foot traffic of several thousand passengers daily, and extensive food and shopping court, the location was optimal to host the platform’s first pop-up shop for small businesses.
My task was to design the entire built environment, which would include vendor stations, the TD sponsored lounge area, walls, and entry moment. There was also a need for content capture moments in between the vendors to truly fill the space with branding.
I collaborated with 2D lead Ken Liew on defining zones A, B, C and configuring an environmental graphics and branding plan.
Working with the existing conditions of the area, I designed all the environmental builds to be modular with lightbox logo moments, backlit product display, storage cubbies, and a screen to display their TikTok content. I partnered with the 2D graphics lead on environmental graphics, color scheming, and signage placement. We collaborated with the Canada marketing team on creating activations and content capture moments to delight shoppers, station commuters, and passersby to enjoy.
The story for the TD Bank lounge was to feel like a small moment of respite. I designed it to feature a greenery wall, wood slats, small seating elements, and some warmth with carpeting. Guests approaching this space were invited to share their small business goals and chat with TD Bank reps who could help them realize their vision. A fun feature we added was a dry erase board for people to sound off on their #SMALLBIZ dreams.
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![Artist booth]()
“Manager’s Booth” ft. small biz logos, and artist of the week in the central space
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Subway tile wall photo moment
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Welcome Light Box
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![An image of the Cultural Center.]()
View to Entrance
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![Selfie Mirror Content Capture]()
Selfie Mirror
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Interactive Sticker Wall
The space housed 5 local small businesses with products ranging from beauty, food and beverage, pet goods, and giftables. It also hosted local artists in residence each week in the entry space. Vendors were selling out regularly, and foot traffic from inside the station regularly passed through to shop and create content.
The partnership with TD Bank also forged a strong business collaboration between TikTok’s user side and a major company within the Finance vertical on the platform.
This pop-up took home the bronze prize at the Canadian Marketing Awards 2025.
