​Lowe Roche Announces Move to Toronto's Liberty Village

Marketing communications agency, Lowe Roche, has announced that it will relocate to Toronto’s Liberty Village in the summer of 2015. After the better part of a decade at the corner of Queen Street and Beverly in Toronto’s Fashion District, Lowe Roche is working in a temporary location in Liberty Village before permanently moving the agency to a newly constructed office space at 219 Dufferin Street. 

Occupying space inside a former 1870s GE manufacturing plant, the unique office will maintain the warehouse’s architectural integrity with open ceilings, visible supporting beams and a 30-foot clerestory. Working with Toronto-based architecture firm Bartlett & Associates, Lowe Roche will boast a one-of-a-kind, park-like environment, complete with trees, plants, natural wood floors and an abundance of outside light. 

“We have a unique culture at Lowe Roche. The new space reflects our desire to continually innovate and create unique experiences for our clients and our company,” said Jeff Dack, Co-President, Chief Strategy Officer at Lowe Roche.

“Our collaborative approach to developing innovative, brand-building ideas requires an open space that will allow us to feed off one another,” added Marie-Lise Campeau, Co-President, Chief Operating Officer at Lowe Roche. “The intent is that our new physical environment will match the cultural environment we’ve established through the years.” 

The relocation comes on the heels of recent groundbreaking work, including a one-of-a-kind stunt for Warner Bros. Canada’s theater release of Mad Max: Fury Road. Alongside a team of Hollywood set dressers and professional artists, Lowe Roche created an experiential campaign that transformed downtown Toronto into a post-apocalyptic world, complete with scrap metal, pyrotechnics and of course, colored smoke grenades. At the center of all the chaos was The Dusty Car Wash, an opportunity for locals to have their vehicles covered with dust and used as a canvas for movie imagery. Artists illustrated everything from skulls, flames and gears on the vehicles, to the movie’s title and release date, resulting in mobile billboards as drivers left the area. To date, the video capturing the event has garnered close to 300,000 views. 

The team at Lowe Roche also recently debuted a campaign for Johnson Insurance that explored its deep roots in Newfoundland and Labrador, tracing back more than 130 years. Using locally-sourced imagery in TV and OOH elements, along with a taste of hometown humor in its radio spots, the work exemplifies how the great strength and spirit of Newfoundland and its people have helped shape Johnson Insurance into the neighbor and friend that its citizens have come to rely upon over the past century.

Of late, Lowe Roche has added a few more awards to their trophy case. The team has been recognized recently at the Cassies and Marketing Awards for their work with Groupe Media TFO. Over the last 4 years, TFO and Lowe Roche have broken new ground developing innovative, inspiring campaigns for “Je ne sais quoi tele” and “Mini-TFO” and are in development on exciting new initiatives launching this fall.

According to Mark Mason, Executive Creative Director at Lowe Roche, “Doing great work is all about fostering an environment built on trust and fearlessness. When the teams feel free to explore ideas and learn from each other, that’s when they come up with their best work. That spirit of togetherness and reinvention is why I am so excited to move into our new space at the end of the summer.”