TD Terrace: Flagship Branch and Curated Archive
Conceived to introduce visitors and customers to TD’s proud history and deep archival collections that span its rich background.
Sector:
Exhibition
Location:
Toronto, ON, Canada
Year:
2024
Services:
Media Planning, Media Design, Art Direction, UX /UI Design, Interactive Media, Editing, Copywriting
Description:
TD Bank is an international finance powerhouse that has global reach. In 2024 TD inaugurated their new corporate headquarters in Toronto which included a dramatic new banking tower close to the original founding site of the bank many years ago. As part of the new welcome spaces at the lobby level a new TD museum experience space was conceived to introduce visitors and customers to TD’s proud history and its deep archival collections that span its entire history. The archival collections include documents, photographs, as well as beautiful and specialised objects that were essential to the function of the bank throughout its history.
The centrepiece of the new Museum experience is an archival wall of collections that is nearly two stories tall and contains the spectacular representation of the banking collections, including leather bound documents, ledgers, ink wells, mechanical instruments and early banking machines. To reveal the timeline of the bank and its collections the “Tower of Archives” is founded upon an interactive timeline that welcomes visitors to explore the Bank’s History.
The Media project for the TD timeline presents several stories: A national History that is concurrent with the historical timeline of the bank itself. As well, since the bank is a leader in equal opportunity careers, the interactive also features a proud history of women within its banking history. Visitors can scroll through a time-based chronology and explore stories of National History, banking history, as well as the growing careers of women in banking.
Visitors can select a historical date, explore an object, and they can also see the Bank’s history in the context of a national narrative. The timeline spans nearly 400 years of national and banking history and showcases hundreds of objects and stories. The project was developed on a fast track process and included a highly collaborative working process with the lead archivist of the bank, as well as wide representation from the Bank’s diverse team.