For the launch of Vera Wang's new fragrance, Look, Aliki Mahshy, director of public relations and education for Coty Canada, wanted a venue that would enable her to create an atmosphere centered on the "art of dressing." So she chose Panorama, located on the 51st floor of the Manulife Center, for Tuesday's event. "Look is about the art of fragrance. It really is about a confident woman who really has a lot of personal style, and we wanted to create something that mimicked art," Mahshy said. "What drew me to Panorama was the idea of glass all around us. And because the bottle is so architectural, it has that real crystal cut-glass look, I really loved the idea of all these windows."
Mahshy called on Dot & Dash Sign & Design to create signs featuring quotes about the fragrance—some from Wang herself—which she applied to the floor-to-ceiling windows around the venue. An oversize ice sculpture, designed to replicate the shape of the fragrance bottle, sat in the center of the room. Images from the ad campaign also decorated the space, and floral arrangements included displays of apples and citrus fruits. "We wanted to give a visual interpretation of the fragrance," Mahshy said. "The fragrance contains golden apple and watery greens. There's lychee in it as well; there's jasmine, lily of the valley, and patchouli. It's a floral, woody fragrance."
Coty Canada hosted the event in conjunction with Fashion magazine. "They really are here to celebrate the runway report or the style report—which is included in the gift bags—on fashion, the art of dressing, and also Vera's inspiration. So we partnered with Fashion to help us bring the two together," Mahshy said.
