In 2012, I helped the Stop with the creation of their new event The Stop's Night Market: a mash–up of the best of Toronto’s street food and art, offering Torontonians a unique chance to experience Honest Ed’s iconic space like they’ve never seen it before. Inspired by night markets from around the world, The Stop’s Night Market transformed the alley and parking lot next to Honest Ed’s into a tantalizing feast for the senses over two summer nights in June, featuring over 60 chefs and 35 one-of-a-kind food carts created by local designers.
After three years, The Stop's Night Market has become one of the most talked about and anticipated foodie events. Even so much, that Toronto Life named it No. 5 in their Reasons to Love Toronto 2013 edition and BlogTO has called Night Market “quite possibly the nicest, best catered summer soiree in the city."
When I first donated my services to The Stop, they had expressed a need to create a night market event in Toronto that could bring in a new demographic of champions and draw from the urban grit of international night markets. Having been known for events that mostly catered to a wealthy demographic, they wanted to expand on their image and attract a younger, more culturally integrated group. Using this inspiration, with my help, The Stop developed and executed what is now known as The Stop's Night Market. At the time, there were no events like it - a diversified event that celebrated the city's top designers, culinary masters and artists all under one roof - in a parking lot!
Right behind Honest Ed’s, one of the city’s most cherished iconic landmarks, sat a large open and unused space. We decided this would be the perfect spot to hosts our street inspired feast in order to re define the way people use space and show how the city could be regenerated with design, art, food and people. We enrolled designers across multiple disciplines to fabricate one-of-kind carts and added the element of surprise with street musicians who took over the space with impromptu performances
We focused on promoting our own local talent, from Toronto based Stillwaters spirits to The Brothers Dressler furniture and celebrated chefs like Victor Barry and Carl Heinrich were all in attendance to support The Stop.
We enlisted the help of Sid Lee agency who helped create the branding of the event. Live activations that represented who The Stop is, were peppered throughout the space like a 360 moving garden, branded food flags and a massive moss mural to name a few.
The event has been a huge success and the numbers speak for itself
30 million media impressions
30 minutes, the time is took for 2000 tickets to sell out
$200,000 raised for The Stop's integral anti-hunger programs.
PHOTOS COURTESY OF GABRIEL LI, MELISSA SUNG AND MAY WU