This past weekend, the foot traffic at Square One Shopping Centre was crazy — not only for Black Friday, but because OVO opened its third GTA-based location at the mall.
The store, which is located across from Microsoft and in between B2 Shoes and Lululemon, is the sixth location from Drake’s October’s Very Own label. Other locales include New York, Los Angeles, London, and two in Toronto at Yorkdale Shopping Centre and on Dundas St. West.
As expected, the OVO Mississauga opening drew huge crowds.
An insider tells us that there were around 50 shoppers who slept outside the mall in the cold overnight, waiting to be the first in line for the store opening on Saturday, November 24. To put that dedication into perspective for you, on Friday, November 23, the temperature low was -6°C.
The lineup for the new location ran all day long.
In the photo above, Instagram user @joekville stated, “Almost 5 p.m. and there’s still a lineup. I can’t believe it, the lineup has been steady since 7 a.m.” The same Instagram user also noted that the morning the store was to open, staff were still hard at work prepping to get the space ready for the huge crowd, painting and caulking while people waited in line.
Another Instagram user said, “This line up at Square One for the opening of the OVO store is SERIOUSSSS. Prolly like at least a KM long.”
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Inside, the OVO Square One location looks a lot different than its Yorkdale counterpart.
While the Yorkdale Shopping Centre location is ultra luxurious with a white marble exterior, a mirrored interior, and gold accents, the OVO Mississauga location is a little bit more low-key.
Inside, the walls are stark white, with built in racks and shelves. The brand’s clothing and footwear collections add pops of colour to the space, and visitors are greeted by Bearbrick statues emblazoned with OVO’s owl logo.
Shoppers who got there early were lucky enough to score a limited-edition Canada OG Owl Hoodie.
And despite long lineups, shoppers were eager and happy to shop the new OVO Mississauga location. Many walked out with pieces from the OVO Kids collection, which is exclusive to the Square One store.
Take a peek at some of the store opening madness below.
Featured Image: Instagram/@hieuzus