On May 6, Weston Family Foods hosted is annual group meeting at the Royal Conservatory of Music. 5th Element Events creative director, Marta Urbanowicz, worked with company reps and planners from Hijinx Strategies to design an atmosphere that would reflect the history of the family business.
"The client requested that the event theme somehow incorporated all of the Weston companies, including Choice Properties, Loblaws, Shoppers Drug Mart, PC Financial," and others, Jared Goldberg, 5th Element Events' managing director, said. "[The build out] represented the generations of the family business with archives, history, a storefront build, and wagons made of bread." Here's a look inside the carb-filled function.
Display areas showcased products like cupcakes and baguettes, and video screens aired content related to the company's history. Though the snacks looked ready to pluck off the tables, food was presented more formally, with servers from Daniel and Daniel passing appetizers. There was also a conveyer belt delivering sliders to the crowd.
Photo: Henry Lin
The meeting took place at the Royal Conservatory of Music in early May. Before the meeting began, attendees gathered in a light-filled space that held everything from grocery carts to old-fashioned street lamps.
Photo: Henry Lin
Hijinx Strategies researched historical information to create display exhibits that celebrated the company's history, which stretches back more than 100 years.
Photo: Henry Lin
Decor, which included rustic bread paddles, represented the different products and brands under the Weston umbrella.
Photo: Henry Lin
Decor also included a wagon made out of bread. It took 5th Element Events two days to build the structure, and the process involved shellacking real bread from Weston Foods and hot-gluing pieces to the wagon.
Photo: Henry Lin
The build out included a prop storefront. "The storefront was a custom build from scratch, covered with authentic graphics from the archives and artifacts from Weston Foods and their associated brands," said Jared Goldberg of 5th Element Events. Catering staff stood behind the windows and served appetizers.
Photo: Henry Lin
