What to know

FreePlay Toronto doubles as a mini Graffiti Alley, with colourful spray-painted art woven throughout the space and packed with 80s pop-culture nostalgia.

While most people know the College St. spot for its $5–$10 unlimited-play entry, many miss its biggest hidden feature: a massive, vibrant graffiti wall now partially concealed behind arcade games.

The graffiti started as a way to keep the space fun for non-gamers, with managing partner Jake Yakobi collaborating with local artists to bring in “cartoony” 80s references like skate culture, wrestling, MTV, Mario Bros, and Street Fighter.

Much of the most iconic art — including a Jeff Coopman mural created during COVID and newer trompe l’oeil pieces like the Kool-Aid Man — is still there today, quietly evolving as FreePlay continues to spotlight local graffiti artists and build community.

Step inside what feels like a mini Graffiti Alley—FreePlay Toronto channels 80s nostalgia with graffiti throughout the arcade.

College St.’s FreePlay Toronto retro arcade is known for its unlimited-access games after paying an entry fee of $5 to $10, but its most hidden gem is its graffiti.

Managing Partner Jake Yakobi had “fun” in mind for everyone – even those who don’t like arcades –  when designing the space. So, he went down the street to Collective, a store that sells spray paint, and got recommendations on artists he could collaborate with. ​

“My wife really loves graffiti; she was always taking pictures of different pieces. We lived in the Annex for many years. So, you walk through the alleys, and there are all kinds of graffiti pieces that are ever evolving and changing. And obviously Graffiti Alley is famous here, so we wanted that aspect of art in our space,” Yakobi told Now Toronto.

FreePlay Toronto brings nostalgic memories through its art. The arcade’s graffiti is “cartonny” with elements of the 80s. They wanted to incorporate an 80s childhood feel into their art, such as wrestling, skateboarding, a boom box, or MTV.

But, just three months after opening, COVID-19 hit, and the main narrative throughout the pandemic was to maintain distance. So, Yakobi asked himself, “How do you survive as an arcade bar without walking?” After some brainstorming, he decided to push the games against the wall, move the console games, and add Plexiglas between them.

But in doing that, there was “a big black wall of nothing,” Yakobi said. So, graffiti artist Jeff Coopman sprayed up an 80s-themed art piece featuring skateboard characters from Powell Peralta, Vision Skateboards, and Santa Cruz.

There were even other features such as Duck Hunt (but with pints of beer in his hands), Street Fighter, Mario Bros, and other popular cartoon characters on that wall.

But since COVID-19 restrictions have been lifted, the consoles are back in their original spots, meaning the graffiti’s now hidden.

Today, many visitors are unaware that Jeff Coopman’s vibrant graffiti remains hidden behind the games, awaiting rediscovery.

To this day, FreePlay Toronto has had a variety of graffiti pieces, including a full-sized Barbie graffiti piece done by @Dynamo416 on Instagram, with a multidisciplinary collaboration with a neon sign reading “you’re like really pretty.”

The most recent is the Kool-Aid guy graffiti art by Jeff Coopman, in the “trompe l’oeil” (to fool the eye) style, making it seem like he’s breaking through the wall, accompanied by his “oh yeah” catchphrase.

This graffiti art isn’t just aesthetically pleasing, it also helps promote their cocktail program, inspired by a few drinks.

This wall is home to ever-changing graffiti art that reflects current trends. (Courtesy: FreePlay Toronto)

“I think [graffiti] is an underrated art form, as far as what they can achieve with literally a spray can,” Yakobi said.

He continues to build community by hosting other artistic initiatives to support local artists, such as hosting DJ open decks.  

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“The community builds us, and we try to build it as much as we can,” Yakobi said.

The graffiti, overall, is designed to support the community and evoke nostalgia, helping families have a “generational experience,” Yakobi said.

The newest addition is currently being commissioned by @Durothethird. The piece’s details are not yet revealed, but will be completed in the next month, Yakobi told Now Toronto.