There’s always something new to love at Guilford Town Centre. As home to standout retail including Aritzia’s A-Okay Café and a two-story Nike concept, the mall is a certified destination for shopping in Metro Vancouver. Over the years, Monday Creative has partnered with GTC on a series of high-impact experiential events like the Surfside Café and a nostalgic revival of the Stardust Roller Rink.

GTC came to us with a new vision for Spring 2025: an exclusive pop-up where ecommerce fashion brand Smash + Tess could shine in physical retail.

Smash + Tess is known for its viral celebrity partnerships and sell-out collections. GTC saw the opportunity to amplify that with an experiential retail landmark for the brand’s spring launch with influencer Jillian Harris. They tasked Monday with bringing the blueprint to life.

Our goal was to energize the existing Smash + Tess fanbase, and welcome newcomers to the Romper Revolution. We outlined a bold experiential concept for GTC based on Smash + Tess’s brand manifesto: Empowering women to live big lives with ease and confidence.

The result was the Spring Fling pop-up, where shoppers could try and buy bestsellers alongside the limited-time Jillian Harris Garden Party collection. Touches like velvety plush walls and flooring, striking florals, and playful text touchpoints welcomed visitors into a high-end boutique space in the mall’s Centre Court—elevating the Smash + Tess identity while boosting awareness and visitors for both brands.

Beyond the physical activation, Monday supported GTC’s high-impact marketing roll-out. The mall planned a meet-and-greet featuring Jillian Harris—tapping into the influencer’s massive, highly-engaged following and creating memorable social content. Monday designed a suite of promotional assets to build buzz for the event and ensure consistency with the activation’s established visual identity.

The Spring Fling activation ran for a full month, with over 5,800 shoppers visiting the pop-up. Paid ad campaigns translated into 20,085,289 impressions, while press and social impressions reached 17,462,787.