The Yonge + St. Clair Toronto Business Improvement Area (BIA) was founded in midtown Toronto in 2018, in an area that has been historically lacking from pedestrian foot traffic and retail shoppers. The neighbourhood needed an attraction that would draw attention and bring visitors during the lucrative holiday shopping season.
The Tunnel of Glam was created to solve this challenge - an 80-foot tunnel in a forgotten alleyway that was covered with 40 million reversible sequins. The free holiday attraction became an overnight hit, generating local media and attracting over 20,000 annual visitors. The tunnel could be used as a personal canvas by swiping your hand against the sequins, allowing for endless viral content and play for kids and kids at heart. The attraction resulted in a significant increase in local visitors and supported the neighbourhood economy.
