Yorkdale Shopping Centre x George Pimentel TIFF Exhibit

Yorkdale Shopping Centre x George Pimentel TIFF Exhibit:

Yorkdale Shopping Centre x George Pimentel TIFF Exhibit: Yorkdale Shopping Centre is a major retail shopping centre in Toronto, Ontario known as the largest enclosed shopping mall in the world. Tied to the Toronto International Film Festival, NKPR was tasked to develop robust programming for the shopping centre to support with driving buzz, excitement and traffic to the mall, while also promoting art + culture pillars.


NKPR was tasked with generating meaningful buzz and excitement for Yorkdale Shopping Centre during the Toronto International Film Festival with an impactful event and programming strategy that engages media, influencers, retailers, and consumers, aligned with celebrating 30 years of red carpet style with George Pimentel.

What We Did

  • Event planning + execution (i.e. managing event logistics, budgeting, invites and RSVPs, speakers and remarks, etc.) 
  • Management of talent (George Pimentel) and activation overall (Artam Design, CJ Graphics) including selection of red carpet images for display, rendering support, wall displays, and all key logistics to support the exhibit  
  • Development of strategy and execution on media relation tactics (pitching, VIP media preview invites, event listings,  press release development + dissemination, etc.) 
  • Development of creative assets (invites, banners, cineplex graphics, etc.) 
  • Strategy and execution for paid influencer programming (x4 influencers per week to drive buzz and excitement)
  • Coordination of curated video programs for social media channels and key assets from photographer 
  • Development of Yorkdale.com blog post including development of red carpet style paired to retailers 
  • Supported with the VIP portrait studio (logistics, invite graphic) with George Pimentel for key retailers to invite VIP clients 


  • Secured multiple on-site interviews and hits across several top-tier broadcast media including: Etalk, Breakfast Television, CBC News, CBC Radio One, CTV News Toronto and CTV National News, resulting in more than 11.3M impressions
  • Features interviews were secured in publications including: Toronto life, HELLO! Canada, and Pure Luxury Magazine, Toronto Guardian, and Living Luxe, speaking to George’s illustrious career, alongside the exhibit at Yorkdale Shopping Centre resulting in over 4.2M impressions. 

In addition, the exhibit was included in the top-tier media publications including: BlogTO, Daily Hive, Toronto Star, and more resulting in a combined total of over 44.5M media impressions.