The village also showcased a virtual-reality pod that gave guests a chance to virtually test out the Acura NSX.
The lounge offered an Instagram photo printing station provided by Luster.
Presented by Orville Redenbacher's, the film industry publication's studio for celebrities and filmmakers took place January 20 to 23 at 625 Main Street. The studio, which was produced by Peak 5, included a comfortable setup with branded water bottles and a bowl of Orville popcorn.
Throughout the festival, sponsor Francis Ford Coppola Winery hosted parties and activations, including a custom oversize wine cork mural at the Sundance Co-Op. The winery commissioned artist Scott Gundersen to create the mural—titled "The Big Picture"—through the duration of the event. Attendees also were able to contribute to the installation.
Nike embraced all things Toronto by taking over a Toronto Transit streetcar and turning it into a mobile store dubbed the Snkrs Xpress. The activation also popped up in Chicago, Los Angeles, and New York.
Inside, Nike Plus members were treated to an array of curated selection of footwear and could check out historic styles from the "DNA Vault" as the streetcar cruised the area for 25 minutes.
In addition to the virtual reality experience, visitors to Mountain Dew's event could sample the beverage brand's products while a DJ spun tunes.
Samsung Galaxy owners were invited to an exclusive party where A$AP Ferg performed on a 92- by 66-foot LED basketball court.
As part of the Samsung Experience, N.B.A. stars and fans had the opportunity to test the latest in electronics maker's devices, including using the Samsung Gear VR with the Note5 and Galaxy S6 Edge Plus.
For the third year, Samsung Electronics America participated in the N.B.A. All-Star activities. The Samsung Experience was housed inside the N.B.A. Centre Court and included player appearances, fan rewards, and activities such as getting basketball skill and performance feedback using the new Samsung Gear S2.
Adidas invited an exclusive mix of players, media, and N.B.A. elite to its private gifting lounge, which was housed inside the Vault.
As the official apparel provider for the N.B.A. All-Star Game, Adidas used its gifting suite to show off the jerseys and other items players would be wearing throughout the weekend.
Adidas also showcased some of its new and exclusive sneakers such as the D Rose 6 and the D Lillard 2.
Working alongside Toronto photographer Horace Ng, Adidas transformed a space on Queen Street West into brand activation that doubled as a photo and art installation.
The Exclucity pop-up shop helped launch some of the new Adidas Originals products that will be available in the coming months.
