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  1. Venues & Destinations
  2. Canada
  3. Toronto

TIFF 2013: Highlights From Premiere Parties, Brand Activations, and More

Here's a peek inside brand activations and bashes from SodaStream, InStyle, and more at the Toronto International Film Festival.

Jenny Berg
September 18, 2013

The Toronto International Film Festival took place September 5 to 15, bringing with it the typical barrage of parties, brand activations—and one gala for a hamburger restaurant. Here's a look at some of the festival's most creative marketing and fund-raising ideas from brands such as SodaStream, British Airways, Mary Kay, and MoroccanOil.

Nespresso Presents 'The Third Person' at Live at the Hive
Nespresso Presents 'The Third Person' at Live at the Hive
The Mint Agency produced several events at Live at the Hive throughout the festival's run. Stationed at 461 King Street West, the venue was part of a traveling property that hosts events catering to celebrities and other V.I.P. guests. The step-and-repeat, inspired by the word "hive," had a honeycomb-like structure with hexagonal slots for sponsor signage. On September 9, there were signs for Nespresso and the film The Third Person (pictured); throughout the week, signage changed to reflect the hosts and films represented at various bashes.
Photo: George Pimentel
'InStyle' and the Hollywood Foreign Press Association's TIFF Party
'InStyle' and the Hollywood Foreign Press Association's TIFF Party

Salvatore Ferragamo hosted this year's bash at the Windsor Arms Hotel on September 9. Aiming to evoke an orchid conservatory, Frank Rea of Forget Me Not Flowers decked the space with glass towers filled with red Aranthera orchids and floating candles. Spinning Top Productions produced.

Photo: George Pimentel/Getty Images for HFPA
SodaStream Presents 'The Railway Man'
SodaStream Presents 'The Railway Man'

SodaStream presented and the Mint Agency produced a celebration for The Railway Man at Live at the Hive on September 6. Logos appeared in multiple spots, including over a candy bar filled with scoop-it-yourself goodies.

Photo: George Pimentel
SodaStream Presents 'The Railway Man'
SodaStream Presents 'The Railway Man'

Other brand activations included a mirror with a decal cut into the shape of a SodaStream bottle. A SodaStream machine on site was autographed by celebrity guests (Nicole Kidman and Colin Firth were in attendance) and then auctioned off for charity.

Photo: George Pimentel
'The Grand Seduction' Party at Brassaii
'The Grand Seduction' Party at Brassaii

The Mint Agency also produced a fete for The Grand Seduction at Brassaii on September 8. The film centers on a doctor character, and staffers' uniforms and the catering from executive chef Chris Kalisperas played up the theme.

Photo: George Pimentel
'The Grand Seduction' Party at Brassaii
'The Grand Seduction' Party at Brassaii

Menu items followed the quirky theme, including lemon vodka shots served in syringes.

Photo: George Pimentel
'The Grand Seduction' Party at Brassaii
'The Grand Seduction' Party at Brassaii

The Grand Seduction menu also contained "Thermometer-Dipped Pretzels."

Photo: George Pimentel
'Filthy Gorgeous' Official After-Party
'Filthy Gorgeous' Official After-Party

Filthy Gorgeous is a documentary about the life of Penthouse magazine publisher Bob Guccione. Event designer Bill Fulgham chose the new nightclub Cube as the venue for the screening's after-party because, he said: "It was almost made-to-order. The interior is dark and sexy with that required amount of shimmer, and it evokes a sultry and stimulating atmosphere." To amp up the sultriness even more, planners staged a mock Penthouse photo shoot, replete with models and photographers greeting guests. Contemporary Furniture Rentals brought in fixtures that added to the '70s-lounge vibe.

Photo: Brian Summers
'Filthy Gorgeous' Official After-Party
'Filthy Gorgeous' Official After-Party

The bar was sponsored by Belvedere vodka, and staffers passed snacks in tight tank tops emblazoned with Filthy.

Photo: George Pimentel Photography
SodaStream V.I.P. Luncheon
SodaStream V.I.P. Luncheon

The Mint Agency recently began handing SodaStream's public relations, so staffers decided to host a media lunch during TIFF to introduce journalists to the brand's executive team. Decor for the daytime event, held at Live at the Hive, was clean and bright. 

Photo: Ernesto Di Stefano
SodaStream V.I.P. Luncheon
SodaStream V.I.P. Luncheon

Along with pink and orange gerbera daisies, decor included vases filled with fresh citrus fruits, Moroccan-style lamps, and displays of the SodaStream machine itself.

Photo: Ernesto Di Stefano
SodaStream V.I.P. Luncheon
SodaStream V.I.P. Luncheon

Planners brought in celebrity chef Susur Lee to prepare the meal and his son, Kai Bent-Lee, to make drinks at the bar (Bent-Lee is also the mixologist at local hot spot Bent). Working at the so-called "Soda Bar," Bent-Lee prepared drinks that paired with the lunch: For the main course of coffee-marinated pork tenderloin with sautéed wild blueberries and Ontario apples glazed in ice syrup, Lee marinated the meat in SodaStream bubbly water.

Photo: Ernesto Di Stefano
SodaStream V.I.P. Luncheon
SodaStream V.I.P. Luncheon

The drinks included a basil-yuzu mojito, a ginger-tarragon lemonade spiked with vodka, and a gin and tonic with cucumber-infused gin. All the cocktails, of course, contained SodaStream soda.

Photo: Ernesto Di Stefano
Hugo Boss's 'Enemy' After-Party
Hugo Boss's 'Enemy' After-Party

Hugo Boss hosted a rooftop after-party for The Enemy screening at the Chase on September 9. Because the film is set in Toronto, planners sought a venue that showcased the city skyline, and McNabb Roick Events kept decor minimal to not detract from the views. The venue selection also presented a play on words that related to the film's plot: in it, star Jake Gyllenhaal chases his enemy. 

Photo: Peter Breff
Hugo Boss's 'Enemy' After-Party
Hugo Boss's 'Enemy' After-Party

The event included a DJ stand—and staff uniforms—splashed with the Hugo Boss logo.

Photo: Peter Breff
Wahlburgers Green Carpet Party
Wahlburgers Green Carpet Party

On September 9, Wahlburgers—the burger chain backed by celebrity brothers Mark, Paul, and Donnie Wahlberg—celebrated its Toronto launch with a green-carpet bash at the Soho Metropolitan hotel. The burgers come in flavors such as "Mark's Choice," a turkey patty topped with orange-cranberry sauce, roasted butternut squash, and stuffing.  

Photo: George Pimentel
Drake Hotel's Down the Line
Drake Hotel's Down the Line

Drake Hotel, a gold-level hospitality sponsor for TIFF, hosted parties from September 5 to 15. The hotel partnered with Future Projections to showcase Sweat by Radical Friend on the outside of the building. The projected images revealed sometimes disturbing representations of mass culture, including murder; there were also images of bikers and deserts. The layered images were ultimately meant to reference the brain functions of characters from films by Canadian director David Cronenberg.

Photo: Jeremy R. Jansen
Drake Hotel's Down the Line
Drake Hotel's Down the Line

With a "Down the Line" theme, inspired by 1970s London, the nightly programming at the Drake included a showcase of designs from the Brazilian artist Baby Steinberg, who is based in Toronto. Steinberg's project "Science Film" comprises wearable artworks made from VHS tapes' film that has been knitted and crocheted together.

Photo: Jeremy R. Jansen
Drake Hotel's Down the Line
Drake Hotel's Down the Line

The late-night parties also offered free tattoos in the hotel's Room 222, which became a temporary ink shop. Guests could choose from one of six tattoo designs created for the event.

Photo: Jeremy R. Jansen
Entertainment One's TIFF Party
Entertainment One's TIFF Party

To celebrate its 29 films premiering at TIFF, Entertainment One hosted a blue-carpet bash (playing off its logo) on September 9. Held at the Roundhouse, the event was designed by McNabb Roick Events and had an outdoor bar sponsored by Skyy. Cocktail tables were lit in the evening's signature hue.

Photo: George Pimentel
Entertainment One's TIFF Party
Entertainment One's TIFF Party

Inside the venue, sleek decor stuck to a white-and-icy-blue color scheme.

Photo: George Pimentel
Nikki Beach at TIFF
Nikki Beach at TIFF

Lifestyle and hospitality brand Nikki Beach once again hosted a pop-up lounge on the rooftop of the Spoke Club. The venue hosted a Sunday brunch and fashion shows for beachwear from several lines, including Kochon (pictured). Models held baby pigs as a cheeky nod to the brand's name.

Photo: Tyler Rumi
The Inspiration Gala Toronto to Benefit Amfar
The Inspiration Gala Toronto to Benefit Amfar

Josh Wood Productions produced the September 8 gala at the Carlu. The evening, which was presented by M.A.C. Viva Glam, included a performance from Gossip.

Photo: Ryan Emberley
Barilla at NKPR IT Lounge
Barilla at NKPR IT Lounge

NKPR hosted the IT Portrait lounge at its West Adelaide Street offices, and this year's theme was "Modern Vintage." Sponsors included Barilla, which sent in chefs to cook pasta dishes for the celebrity and V.I.P. guests. A rep for the lounge said that this year's sponsors all had a rich brand heritage; Barilla has been operating since 1877.

Photo: Courtesy of NKPR Inc.
Avon at NKPR IT Lounge
Avon at NKPR IT Lounge

Avon provided makeup touch-ups at the lounge, which was decked in vintage-inspired, black-and-white decor.

Photo: Courtesy of NKPR Inc.
'Variety' Studio at Holt Renfrew
'Variety' Studio at Holt Renfrew

This year, the Variety Studio was held at Holt Renfrew. Stars such as Jessica Chastain popped in to conduct on-camera interviews about their TIFF films, and the interviews were broadcast on the industry publication's Web site.

Photo: Jonathan Leibson/Getty Images for Variety
MoroccanOil at 'Variety' Studio
MoroccanOil at 'Variety' Studio

Presenting sponsor MoroccanOil showcased its products with hand massages. Susan Sarandon—and her canine companion—were among the guests.

Photo: Getty Images
Mary Kay at Bask-It Style
Mary Kay at Bask-It Style

Glo Communications hosted the Bask-It Style lounge in an $8 million penthouse on Harbor Street. Chique and Unique Home Staging gave the venue a "Rustic Luxe" look, and sponsors included Mary Kay. The makeup company displayed its limited-edition "Fairytales & Fantasy" collection in an area that held a solid-oak, 1800s church pew. A tall, reclaimed wood table was used as the makeup station. 

Photo: Rayissa Palmer
Diesel's Food Truck for Change
Diesel's Food Truck for Change

Diesel's Food Truck for Change, produced by Spinradius Events, hit the streets of the greater Toronto area on September 5 to coincide with the film fest's opening. Targeting celebrities and influential festival attendees, the food truck doled out "croughnuts" in exchange for a donation to the charity OneXOne. The truck rolled around the city through September 8.

Photo: George Pimentel
AMC Storys Building
AMC Storys Building

The Storys Building became the AMC Storys Building for the festival's run and hosted a slew of activations produced by Ink Entertainment and Icon Legacy Hospitality. In the AMC private lounge, banners advertised the channel's popular shows Mad Men and Breaking Bad.

Photo: Lu Chau/Photagonist.ca
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