Sephora is transforming the underside of a major thoroughfare in Toronto.

The brand’s “Beauty at The Bentway” has reimagined the underside of the Gardiner Expressway as a space for community to gather and make more mindful choices about how they move and the beauty products they use.

The space is grounded by “The Stripe,” a large black metal structure that winds throughout the path and acts as public art. There are also communal tables and areas for bicycle parking. Sephora has incorporated its black and white stripes throughout the area and commissioned local artist Avril Wu to outfit the space with more than 50 pieces of art that “reflect beauty and belonging” to discover as people walk along the path.

To celebrate the launch, Sephora Canada is collaborating with local businesses including Good Space and Studio Mooi, to host free Classes for Community inspired by the principles of Clean and Planet Aware at Sephora, products which have met the brand’s specific criteria for ingredient sourcing and formulation, packaging, environmental commitments and consumer transparency.

“We see a huge opportunity in looking beyond the traditional brick-and-mortar spaces to adapt to the changing consumer landscape and reach our sprawling beauty community where they are, in an impactful way,” says Allison Litzinger, SVP of marketing for Sephora Canada.

Litzinger tells strategy that Sephora is a brand that’s deeply rooted in community, and that that was one of the reasons it was important to create a a semi-permanent installation that is more than an event space, but rather, a place where community can come together.

“To celebrate and drive awareness of Sephora’s Clean and Planet Aware commitments, we were inspired to create something beautiful at The Bentway to foster a sense of belonging and to bring to life our commitment to doing good for people, the planet and the beauty industry,” Litzinger says.

Litzinger adds that “Beauty at The Bentway” aligns with Sephora’s 20th anniversary in Canada, and further positions it as an industry leader. It also amplifies the April 2024 evolution of the Clean and Planet Aware at Sephora seals, a global effort to harmonize the way it communicates on formulations and environmental commitments across 35 markets worldwide.

To launch, the brand invited media and influencers to visit the space ahead of its public opening. Guests had the chance to meet and interact with the founders behind some of Sephora’s most popular Clean and Planet Aware, brands including Tower 28, Briogeo and Ellis Brooklyn.

“We’ll also help visitors discover their new Clean and Planet Aware at Sephora favourite products with multiple days of free sampling throughout the summer,” Litzinger says. The additional amplification includes social, digital, OOH and paid media to reach the community and spread awareness of the space.

Last year, Sephora met consumers where they are through Sephora Illumination, an immersive installation in Toronto powered by Sephora’s Colour iQ shade matching technology.

“With this in mind, similar to last year’s Illumination campaign, we leaned into experiential as a way to encourage stronger consumer engagement with our brand and the values we represent,” she says.

The target, Litzinger says, is the broader community and not just the 100,000 residents who live within a 10-minute walking distance of The Bentway.

“We know that younger Canadians, many of whom live in and visit the downtown core are seeking more mindful experiences which is reflected in their shopping choices,” she says.

Beauty at The Bentway was brought to life by Sephora Canada AORs, with Salt XC handling experiential, Middle Child managing public relations and S1 handling media.

It also worked with Toronto Plant Market for greenery with more than 40 local plant species throughout the 6,500 square feet event space.