September 21, 2015 2:19 pm
Updated: September 21, 2015 3:50 pm

Cadillac Fairview renaming Toronto Eaton Centre

The Yonge Sttreet entrance to the Toronto Eaton Centre will undergo a slight overhaul to add "CF" to the shopping centre's name.

The Canadian Press Images/Lee Brown

TORONTO – The city’s most iconic retail property is getting a new name.

Real estate giant Cadillac Fairview is rebranding the Eaton Centre – and 19 other malls across Canada – as part of a newly revealed corporate makeover.

Each mall is getting a CF appended to its name, meaning the downtown Toronto mall is becoming the “CF Eaton Centre.”

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All the company’s malls, including other Ontario locations like Sherway Gardens, Ottawa’s Rideau Centre and Vancouver’s Pacific Centre will similarly get the new “CF” before its name.

The renaming comes as part of a larger overall image makeover, which introduced a new logo and slogan – “Where it all comes together” – for the multi-billion-dollar developer, which is owned by the Ontario Teachers’ Pension Plan.

The move is just part of a larger effort to “establish a more direct connection with Canadian shoppers,” according to a company release.

“Putting a new logo on the door is the easy part,” says Jason Anderson, the company’s senior vice president of marketing. “The real work is designing and implementing changes to the way consumers experience our shopping centres. We know technology and unique and engaging experiences will play a big role in changing the way people think of the shopping mall.”

The Eaton Centre hasn’t actually contained an Eaton’s store since the company went bankrupt and converted the last of its locations to Sears stores in 2002.

© 2015 Shaw Media

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