Out-of-home (OOH) media company Branded Cities has been awarded the operating rights to digital signage at The Well, an up-and-coming mixed-use development in downtown Toronto.

The company has entered into a long-term agreement to operate the indoor and outdoor assets throughout the 3.2-ha (8-acre), pedestrian-centred destination in the city’s entertainment district. This will add more than 213.6 m² (2300 sf) to Branded Cities’ existing digital signage portfolio.

Located at Front Street and Spadina Avenue, The Well will feature strategically placed large-format and blade spectaculars in high-traffic outdoor areas, along with 26 digital directory screens throughout the inside of the venue.

The placement of the signage is poised to offer advertisers access to the 7,100 pedestrians, 22,000 vehicles, and 55,000 commuters passing through the area each day.

“Our pursuit of providing brands the most premium and iconic advertising spaces in North America continues with the addition of The Well to our lineup,” says Toby Sturek, president of Branded Cities Canada. “We are very excited for how this venue will transform the entertainment landscape in Toronto, and all the benefits it will bring to our clients who wish to reach desirable audiences.”

The Well’s digital spaces are scheduled to be online by the end of this year.