# Well and Good Art Group Brings Artist-Led Brand Activations to Stores, Festivals, and Live Events Across Canada

## Toronto creative studio points to Birkenstock retail results as brands look for in-store and event activations that create participation, foot traffic, and measurable engagement

For Immediate Release

TORONTO, ON, May 28, 2026 - Well and Good Art Group is bringing artist-led brand activations to retail stores, festivals, concerts, and live events across Canada, helping brands turn foot traffic into participation, customization, social sharing, and measurable engagement.

Led by Steve Ferrara, Well and Good Art Group works with agencies, retailers, brands, artists, and communities to produce murals, custom art installations, live events, exhibits, retail displays, and in-store customization programs. Founded in 2007, the Toronto-based group has spent nearly 20 years creating public-facing art experiences that connect brands with people in physical spaces.

"Brands are looking for moments people actually want to step into," said Steve Ferrara of Well and Good Art Group. "A strong activation should do more than decorate a space. It should bring people in, give them something personal to participate in, and leave them with a story they want to share."

Recent Birkenstock activations produced with Browns and Holt Renfrew show how artist-led customization can support both customer experience and retail results. At Browns Yorkdale, 75 of 116 purchased Birkenstock pairs were customized during the activation weekend, turning 65% of purchased pairs into one-of-one customer takeaways. The store saw a +31% week-over-week lift in total store sales, a +513% week-over-week lift in Birkenstock sales, +20% more people passing the store, and +45% more people coming inside.

The program continues into a summer schedule of 30 upcoming activations across Canada, including live concerts and events at Rogers Stadium and RBC Amphitheatre, plus Montreal festivals including Osheaga and IleSoniq.

For brands asking who creates brand activations at events and in store, Well and Good Art Group offers a practical answer: artist-led experiences that combine creative production, retail engagement, event execution, and measurable brand impact. The group builds activations for product launches, store openings, seasonal retail moments, festivals, sponsorship programs, public art campaigns, and agency-led experiential marketing work.

The supporting Birkenstock case study is available at:
https://www.wellandgood.ca/birkenstock-brand-activation-events.html

The new press landing page is available at:
https://www.wellandgood.ca/brand-activations-events-in-store-press-release.html

## About Well and Good Art Group

Well and Good Art Group is a Toronto-based art-led brand activation and experiential marketing partner. Founded in 2007, the group works with agencies, brands, retailers, artists, and communities to produce immersive experiences, murals, custom installations, retail activations, event activations, public art, artist-led customization programs, and brand moments that create foot traffic, social engagement, earned attention, and measurable brand impressions. Past and current project examples include work connected to American Express, Canadian Premier League, Birkenstock, Converse, Asics, Browns, and Holt Renfrew.

## Media Contact

Steve Ferrara  
Well and Good Art Group  
Toronto, Ontario, Canada  
Phone: +1 416 722 7074  
Email: info@wellandgood.ca  
Website: https://www.wellandgood.ca/