McWood Studios
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Joe Fresh Umbrella

Founded in 1977, McWood Studios is a design and fabrication shop located in a state-of-the-art facility in Toronto, Ontario. Our studio creates scenery and sets for Film, Television, and Theatre; booths and displays for tradeshows; and custom millwork for museum and art exhibits. We collaborate with designers and architects to deliver unique projects to clients across Canada and the U.S.

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Project Joe Fresh Umbrella
Client Joe Fresh
Design Concept by Joe Fresh / Design and technical development by McWood Studios
Photos © McWood Studios © Joe Fresh

Built for an indoor display and photoshoot, this piece features an umbrella with rain constantly dripping from the edges. This water effect was achieved with a concealed pump system that recycles water from the aluminum base, up through the handle, down the edges of the umbrella and back into the aluminum grate. All parts of this project were created in house including the 3D render, prototyping the pump and metal work, welding and tailoring the umbrella fabric. Our CNC machine was used to add drainage to the Joe Fresh emblazoned catch basin. Metal laser cutting and white powder coating was sub contracted