The 41st edition of the Toronto International Film Festival, which kicked off September 8 and runs through Sunday, once again inspired a slew of brand activations, lounges, and parties. While many industry executives and stars are used to the red carpets and glitzy undertones, this year’s festival saw planners and production staff show a nod of appreciation to Toronto's downtown area as its venue landscape. Premiere parties also took the opportunity to tie in aspects of certain films that were screened. Industry executives, influencers, media, and stars got to experience everything from pop-up sleep lounges and morning yoga to outdoor concerts and gifting lounges.
Here's a look at some highlight's from this year's festival events.
Building on the success of its Snooze Room activation, mattress brand Casper worked alongside Community Agency and Ramm Productions to set up the Casper Disco Nap, which invited weary festivalgoers on King Street West to take a 15-minute nap.
Rock-It Promotions organized the evening for influencers and industry tastemakers to kick around in the bedroom and enjoy a Bacardi cocktail. The event took place on September 10.
Mongrel Media transformed the historical Campbell House Museum from September 8 to 14 for its inaugural Mongrel House event series. Event sponsor Holt's Renfrew set up a claw machine where attendees could win gift certificates of up to $500 to the retailer.
Aero chocolate had brand ambassadors introduce two new bars—milk truffle and vanilla truffle—to attendees with a giveaway and photo op inside a whimsical chocolate-theme photo booth.
Smashbox Cosmetics, one of the lounge's title sponsors, provided lip touch-ups with its new fall collection and invited guests to take a selfie in front of a branded backdrop.
The lounge kept media hydrated with a stairway to a Vitaminwater bar that encouraged everyone guests with a neon sign to "shine bright like a diamond." Onsite guests could sign up to have Vitaminwater delivered for free to their seat at any TIFF film screening.
Moët & Chandon kicked off TIFF with the inaugural launch of Maison Moët, which was organized by Berkeley Events alongside DDB Public Relations. Hosted at La Maquette from September 8 to 11, the event featured Hannah Bronfman as a guest DJ, while guests sipped on bubbles and posed for photos in a branded bathtub display.
Nespresso sponsored the official after-party for the film It's Only the End of the World at Figo restaurant. The Mint Agency handled the production and creative decor that showcased the brand's rich history for film and gastronomy in Toronto with infused-cocktails, cakes, and flower walls.
The official Snowden pre-premiere party, which was sponsored by Nespresso and Audi, took place at rooftop pool bar of Lavelle on September 9. The Mint Agency created an opulent experience that included branded pillows.
Trying to showcase the sponsor product in a unique way, the Mint Agency built a structure built entirely of Nespresso pods that doubled as a step-and-repeat.
Smaller floating versions of the step-and-repeat structure resembled Rubik's Cubes and were showcased in the pool.
NKPR's IT House x Producers Ball came to a pop-up venue on Peter Street from September 7 to 12. Throughout its duration, art by internationally renowned artist Peter Tunney was hung and auctioned off with 50 percent of proceeds from sales going toward Artists for Peace and Justice.
A unique experience at the house showcased the latest in body contouring techniques by SculpSure.
Chef Eron Novalski of Aria and Noce served up dishes of Barilla pasta to hungry visitors from a branded pasta bar.
This year's Tastemakers Lounge, which came to the InterContinental Toronto Centre from September 8 to 13, featured a branded display of coffee and doughnuts for guests provided by presenting sponsor Krispy Kreme.
The Conversation Agency and GMR Marketing challenged late-night party animals to take part in TIFF's first-ever morning event hosted by protein powder brand Vega. The event, which took place September 9, included yoga and bootcamp led by some of Toronto's top fitness instructors at the Addisons Residence.
The Sharp & S/Festival Lounge found its home in the thick of Festival Street, where it will be housed through Sunday. Guests are invited to take part in an exclusive virtual-reality experience showcasing Stan Lee's Cosmic Crusaders, and other exhibits including a new Harley Davidson motorcycle simulation.
In the first-of-its-kind partnership with TIFF, the Axe Collective and Vanguard Honours held an off-site event at the Hot Docs Ted Rogers Cinema on September 13. The event, which was free and open to the public, screened films by three Axe Collective aspiring filmmakers, who were also highlighted at the event by mentors John Legend and Mark Duplass, alongside TIFF Vanguard Programmer Colin Geddes. Custom popcorn boxes for attendees provided a movie night-inspired touch.
