It looked like a major U.S. retailer was about to open in Toronto mall but it was all a lie

Toronto residents browsing a local mall may have been a bit befuddled after discovering that the new signage for a well-known U.S. music retailer, seemingly set to open in the shopping centre, was completely staged.

Signage for Guitar Center, a U.S.-based chain of musical instrument retailers — also the largest in the world — was recently spotted at CF Sherway Gardens in Etobicoke. 

With the small number of music shops in Toronto already dwindling, especially after the iconic Steve's announced in February that it would shutter after 50 years, finding a place to buy a guitar or an amp is getting harder to come by, which is why some people may have been crushed to find out Guitar Center is just a facade for filming.

@TOFilming_EM does anyone know what's filming at Sherway Gardens? pic.twitter.com/2lva5M39i9

— erika 🫶🏻 (@hereincolour) March 15, 2026

"Please note that these storefront displays are part of an ongoing television production currently being filmed at CF Sherway Gardens," reads the sign posted in front of the store.

The sign goes on to say it does not represent existing businesses or "future retail opportunities" within the mall, meaning the US chain isn't going to be expanding to Canada anytime soon.

Shocking, actually, considering the number of U.S. stores opening in our neck of the woods with Eggslut and Bobby Flay's Bobby's Burgers being the most recent announcements, granted, they are restaurants and not retail shops. 

As for what could possibly be filming in Toronto disguised to look like the U.S., a few theories come to mind.

Brilliant Minds, the medical drama starring Zachary Quinto, looks to be in production until the end of the month. 

The City of Toronto also says Cry Wolf, the upcoming FX thriller starring Olivia Colman and Brie Larson, is also filming in Toronto until the end of July under the cover name "The System."

The popular police procedural Boston Blue, starring Donnie Wahlberg, is widely known to be filmed around the city, too, so perhaps the detectives are investigating a crime that took place in a music shop?

Your guess is as good as mine.