MASH TO

Where City Building Met Culinary Culture: Creating Mash TO — a groundbreaking hub that turned a real estate site into Toronto’s living laboratory for food, creativity, and connection.

the business challenge

Toronto’s culinary scene was thriving yet fragmented — chefs, mixologists, and makers lacked a shared platform for collaboration. A real estate client wanted to evolve beyond architecture and create a living experience that united food, design, and community.

The question: How can we reimagine a traditional sales centre into a true destination — one that draws the community and future buyers through one-of-a-kind culinary and cultural experiences?

the solution

We conceived Mash TO, a first-of-its-kind culinary laboratory and lifestyle playground — part restaurant, part creative studio, part civic festival.

The concept was to have Canadian and international culinary artists invited to experiment publicly, host residencies, and co-create immersive food experiences that turned curiosity into community.

Signature Programming

  • Chef-in-Residence Incubator – 12 rotating culinary teams per year

  • Talk & Eat Series – media-partnered chef conversations and tastings

  • This Ain’t Dinner Theatre – immersive collaborations with Crow’s Theatre

  • Sunday Harvest Brunch – farmers’-market-meets-restaurant experiences

the resultS

The intention was for Mash TO to position the real estate client as a pioneer in experience-driven urbanism and help define Toronto as a global culinary R&D city.

Results & Reach could have been:

  • 3,000 sq ft purpose-built culinary lab

  • 25 + strategic partners across culinary, education, and media sectors

  • 12 + annual chef residencies and continuous community programming

  • Sustained media coverage to include — Toronto Life, BlogTO, EnRoute, Star Media, Food Network Canada

  • Increased foot traffic + brand visibility across SDI Queen East projects

Mash TO could have been a template for developer-led placemaking, blending culture and commerce while redefining how real-estate assets can host civic life.

our role

As Executive Producer, Strategist & Project Director, Marcello developed the concept for the client but alas they decided not to proceed. It would have defined them as a key curator of the community, proving that culinary innovation can be both a cultural catalyst and a commercial engine.

If they did proceed, he would have led the activation, designed the creative vision, partnership ecosystem, and operational framework that powered Mash TO including:

  • Direct concept creation, brand strategy, and experience architecture

  • Build partnerships with Eatertainment, George Brown College, Toronto Life, Crow’s Theatre, and others

  • Design the revenue model and communications roadmap

  • Curate the programming calendar and festival operations

  • Guide all marketing and media integration to ensure sustained traction