Honest Ed's
Encyclopedia
Honest Ed's is a landmark discount store located in Toronto
, Ontario
, Canada
. It is named for its proprietor, Ed Mirvish
, who opened the store in 1948 and oversaw its operations for almost sixty years, until his death in 2007.
and Bathurst Streets, running the whole length of the block. The exterior is covered with huge red and yellow signs advertising the name of the store, lit up like a theatre marquee. The store sign uses 23,000 light bulbs. The store consists of two buildings connected by a walkway that links up the west building on Markham Street and the east building on Bathurst Street. The interior is much more modest, with simple displays of low-priced merchandise, ranging from vacuum cleaners and winter coats to kitchenware, toys and grocery items. Much of the store's decor consists of posters and photos from old films and stage productions from Mirvish's theatres in Toronto and London, England
, as well as of actors and musicians who performed in them (many of these inscribed to Ed Mirvish himself). Every piece of store signage is hand-painted. The outside facade is covered with humorous puns and slogans such as "Come in and get lost!" and "Only the floors are crooked!"
specials and free turkey giveaways before Christmas and Thanksgiving Day holidays. Mirvish is also famous in Toronto for the birthday parties he threw for himself from 1988 until his death, continued since then as anniversary parties for the store itself. At the street parties, there are free cakes, meals, hot dogs, candy, and giveaways. Crowds of Torontonians turn up with their children, and stand in long lines to receive these handouts. The happening is accompanied by live bands and balloons.
.
One of the fight sequences in the third volume of Bryan Lee O'Malley's Scott Pilgrim
comic book series takes place at Honest Ed's, with the characters suffering sensory overload due to the incredible amounts of merchandise. The store implodes after Scott's rival Todd breaks an agreement not to use his psychic powers.
From February to March 2009, the store hosted "Honest Threads", an interactive artwork by installation artist Iris Häussler
, curated by Mona Filip of the Koffler Centre of the Arts
. Häussler installed a boutique of clothes that were lent by Torontonians, each associated with a personal story. Visitors were able to borrow the garments for a few days and wear them, experiencing both literally and psychologically what it is like to "walk in someone else’s shoes." This synthesis of conceptual art and commercial space was well received and reviewed widely on a national and local level and in numerous blogs.
Honest Ed's was referenced by the character Zazu in the Toronto stage production of The Lion King, where a brightly-coloured, patterned stage curtain is described by the character as "a shower curtain from Honest Ed's".
Toronto
Toronto is the provincial capital of Ontario and the largest city in Canada. It is located in Southern Ontario on the northwestern shore of Lake Ontario. A relatively modern city, Toronto's history dates back to the late-18th century, when its land was first purchased by the British monarchy from...
, Ontario
Ontario
Ontario is a province of Canada, located in east-central Canada. It is Canada's most populous province and second largest in total area. It is home to the nation's most populous city, Toronto, and the nation's capital, Ottawa....
, Canada
Canada
Canada is a North American country consisting of ten provinces and three territories. Located in the northern part of the continent, it extends from the Atlantic Ocean in the east to the Pacific Ocean in the west, and northward into the Arctic Ocean...
. It is named for its proprietor, Ed Mirvish
Ed Mirvish
Edwin “Honest Ed” Mirvish, OC, CBE was a Canadian businessman, philanthropist and theatrical impresario who lived in Toronto, Ontario...
, who opened the store in 1948 and oversaw its operations for almost sixty years, until his death in 2007.
Location
Honest Ed's is prominently located on the corner of BloorBloor Street
Bloor Street is a major east–west residential and commercial thoroughfare in Toronto, in the Canadian province of Ontario. Bloor Street runs from the Prince Edward Viaduct westward into Mississauga, where it ends at Central Parkway. East of the viaduct, Danforth Avenue continues along the same...
and Bathurst Streets, running the whole length of the block. The exterior is covered with huge red and yellow signs advertising the name of the store, lit up like a theatre marquee. The store sign uses 23,000 light bulbs. The store consists of two buildings connected by a walkway that links up the west building on Markham Street and the east building on Bathurst Street. The interior is much more modest, with simple displays of low-priced merchandise, ranging from vacuum cleaners and winter coats to kitchenware, toys and grocery items. Much of the store's decor consists of posters and photos from old films and stage productions from Mirvish's theatres in Toronto and London, England
London
London is the capital city of :England and the :United Kingdom, the largest metropolitan area in the United Kingdom, and the largest urban zone in the European Union by most measures. Located on the River Thames, London has been a major settlement for two millennia, its history going back to its...
, as well as of actors and musicians who performed in them (many of these inscribed to Ed Mirvish himself). Every piece of store signage is hand-painted. The outside facade is covered with humorous puns and slogans such as "Come in and get lost!" and "Only the floors are crooked!"
History
Honest Ed's gained fame for its marketing stunts, including loss leaderLoss leader
A loss leader or leader is a product sold at a low price to stimulate other profitable sales. It is a kind of sales promotion, in other words marketing concentrating on a pricing strategy. A loss leader is often a popular article...
specials and free turkey giveaways before Christmas and Thanksgiving Day holidays. Mirvish is also famous in Toronto for the birthday parties he threw for himself from 1988 until his death, continued since then as anniversary parties for the store itself. At the street parties, there are free cakes, meals, hot dogs, candy, and giveaways. Crowds of Torontonians turn up with their children, and stand in long lines to receive these handouts. The happening is accompanied by live bands and balloons.
Cultural impact
The store has appeared in popular culture products, being seen in several films and television shows shot in Toronto. For example, Honest Ed's was featured in the film The Long Kiss GoodnightThe Long Kiss Goodnight
The Long Kiss Goodnight is a 1996 action thriller film starring Geena Davis and Samuel L. Jackson, written by Shane Black and directed by Renny Harlin.-Plot:...
.
One of the fight sequences in the third volume of Bryan Lee O'Malley's Scott Pilgrim
Scott Pilgrim
Scott Pilgrim is a graphic novel series by Bryan Lee O'Malley. It consists of six digest size black-and-white volumes, released between August 2004 and July 2010, by Portland-based independent comic book publisher Oni Press. It was later republished by Fourth Estate, an imprint of HarperCollins...
comic book series takes place at Honest Ed's, with the characters suffering sensory overload due to the incredible amounts of merchandise. The store implodes after Scott's rival Todd breaks an agreement not to use his psychic powers.
From February to March 2009, the store hosted "Honest Threads", an interactive artwork by installation artist Iris Häussler
Iris Häussler
Iris Häussler is a conceptual- and installation art artist of German origin. She lives in Toronto, Ontario, Canada. Many of Iris Häussler's works are detailed, hyperrealistic installations that visitors can decode as narrative stories...
, curated by Mona Filip of the Koffler Centre of the Arts
Koffler Centre of the Arts
The Koffler Centre of the Arts is a broad-based cultural institution, established in 1977 by Murray and Marvelle Koffler, in the North York area of Toronto, on Bathurst Street within the Bathurst Jewish Community Centre.-Activities and Facilities:...
. Häussler installed a boutique of clothes that were lent by Torontonians, each associated with a personal story. Visitors were able to borrow the garments for a few days and wear them, experiencing both literally and psychologically what it is like to "walk in someone else’s shoes." This synthesis of conceptual art and commercial space was well received and reviewed widely on a national and local level and in numerous blogs.
Honest Ed's was referenced by the character Zazu in the Toronto stage production of The Lion King, where a brightly-coloured, patterned stage curtain is described by the character as "a shower curtain from Honest Ed's".