Toronto-based YouTube personalities and by extension their followers. While this target varies greatly in age and background, YouTube personalities and their content lean towards a younger audience.Objective
YouTube Space Toronto is a physical space that local YouTube creators can come to gain support in their video creation and creative development. Each YouTube space is localized to the city it occupies. In these spaces, the YouTube brand has considerable flexibility permitted to allow a better local fit.Method
The "Pixel Rocket" pattern was developed in response to the main question we identified when developing the look and feel of the space: what does a physical manifestation of YouTube in Toronto look like? This pattern is derived from the iconic visual of the Toronto streetcar, pushed into an abstraction similar to a video distortion pattern to reference digital video. These graphics were implemented in a way that created an "interruption" on the brick facade outside to give more of an impression that the space itself is an embodiment of video in a physical space. The custom furniture that the interior design team developed reinforces this aesthetic with the pixelated appearance of the modular YouTube Cubes.
All images used with the permission of YouTube and Google Canada.