East Village is Calgary’s most ambitious redevelopment to date. Taking a neighbourhood with derelict buildings and seedy elements to one with new housing, great restaurants, parks, shops, and incorporating existing residents was an enormous challenge. Part of that challenge was to repurpose the Simmons Mattress Factory – a traditional brick and beam building that had gone into disrepair.
Working with Evans Hunt, we enlisted East Village Resident Ambassador Zoey Duncan to give people a look into Charbar and the Rooftop Patio at the Simmons Building. In many ways it was easy to establish the great food and drink. We wanted a very live and energetic feel to the footage and played with available natural light that can be abundant in the building. It was important that it wasn’t scripted – that we could actually feel Zoey learning the dish and cocktail, but within that story be able to see the beauty and general coolness of Charbar and the Rooftop Bar.
Our music choice was equally as important as the films’ look. To match the lively feel we chose a track that was fast paced and matched the Argentine influence of the dishes at Charbar.