New Blue Jays Shop flagship store opens in the Eaton Centre

Blue Jays fans have another win to celebrate with the opening of the brand new flagship Jays Shop in Toronto’s Eaton Centre.

Shikatani Lacroix has worked closely with the Toronto Blue Jays organization on multiple brand experiences over the years, including their original team shop, Blue Jays Stadium Edition, located at Gate 5 in Rogers Centre. Shikatani Lacroix has since helped translate this brand refresh across the Rogers Centre and corporate spaces as well as their community outreach programs such as Jays Care Foundation. This intimate knowledge of the Blue Jays brand has provided for exciting results with the new Jays Shop.

“Shikatani Lacroix truly understands the Toronto Blue Jays brand and how to communicate it effectively and creatively across multiple channels. We were thrilled to work with them again to design and produce our first stand-alone Jays Shop mall store,” says Anthony Partipilo, Toronto Blue Jays, Vice-President Marketing & Merchandising.

Shikatani Lacroix and the Blue Jays worked closely to develop a retail 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. In 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.

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 new standalone Jays Shop provides an immersive and all-encompassing experience that is not just about shopping, but a destination for Jays fans outside of Rogers Centre,” says Jean-Pierre Lacroix, President of Shikatani Lacroix.

The newly opened Jays Shop is located on Level 1 of Toronto Eaton Centre, just off Dundas Street.