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  1. Production & Strategy
  2. Programming & Entertainment

Canadian Opera Company Benefit Fills Three Floors With Displays, Performances, and Sponsor Activations

Carla Warrilow
October 27, 2011
The annual Canadian Opera Company fund-raiser Operanation took a more conceptual route this year with its theme, "A Muse Ball." The evening focused on artistic inspiration and incorporated a number of creative disciplines. “Opera is not just about music. It’s about fashion and art too,” said Tracy Briggs, special events manager at the company. “We wanted to fuse all of that.” Held at the Four Seasons Centre for Performing Arts on Friday, the event attracted more than 1,000 guests and 144 V.I.P. dinner attendees and raised $100,000 for the company's Ensemble Studio, a training program for future Canadian opera singers.

Each floor of the Four Seasons had an activation that encouraged guests to circulate. “We wanted people to explore and take advantage of the space,” said media relations manager Jennifer Pugsley. Sponsor activations took over the third floor and included a Balvenie lounge and tutored Scotch tasting, a Calvin Klein Euphoria fragrance sampling, and a Hello! Canada photo area. The second-floor landing featured the art installation Between Two Pillars by Jennifer Rose Sciarrino and Nadia Belerique. The first floor featured muse-inspired gowns from labels Calla, Joeffer Caoc, Arthur Mendonça, Greta Constantine, and Ashley Rowe, a performance from Rufus Wainwright, and a rock-opera performance from band Austra and members of the Ensemble Studio.

To generate buzz before the event, the company launched "The Daily Muse," a series of Web videos in which local personalities from Jeanne Becker to fashion blogger Anita Clarke discussed their muse. A new video or quotation was added to the site and tweeted every day since October 1. “It’s been neat to collect and see what people say,” Briggs said. “It’s certainly been a way to build awareness for the event.”

Designed to be a celebration of art and inspiration, Briggs hoped the event would leave guests feeling inspired about opera. Operanation ended around 1 a.m., with an after-party at the soon-to-open Storys Building at 11 Duncan Street.

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Photo: Eyecontact Photography
The V.I.P. dinner for 144 guests took place in the Henry N. R. Jackman Lounge.
The V.I.P. dinner for 144 guests took place in the Henry N. R. Jackman Lounge.
Photo: Eyecontact Photography
At the V.I.P. dinner, rustic centrepieces and amber lighting were taken from the colours in Botticelli's painting Primavera.
At the V.I.P. dinner, rustic centrepieces and amber lighting were taken from the colours in Botticelli's painting Primavera.
Photo: Eyecontact Photography
Models posed in four muse-inspired gowns on the main floor. The fashion installation was curated by RAC Boutique and included custom-made pieces from Calla, Joeffer Caoc, Arthur Mendonça, and Ashley Rowe.
Models posed in four muse-inspired gowns on the main floor. The fashion installation was curated by RAC Boutique and included custom-made pieces from Calla, Joeffer Caoc, Arthur Mendonça, and Ashley Rowe.
Photo: Eyecontact Photography
Artists Jennifer Rose Sciarrino and Nadia Belerique created an installation called Between Two Pillars on the second-floor landing of the Four Seasons Centre for the Performing Arts.
Artists Jennifer Rose Sciarrino and Nadia Belerique created an installation called Between Two Pillars on the second-floor landing of the Four Seasons Centre for the Performing Arts.
Photo: Eyecontact Photography
There was a self-serve popcorn bar on the second floor with flavours like truffle salt, aged cheddar, and chocolate hazelnut.
There was a self-serve popcorn bar on the second floor with flavours like truffle salt, aged cheddar, and chocolate hazelnut.
Photo: BizBash
Models from Calvin Klein offered guests samples of Forbidden Euphoria perfume.
Models from Calvin Klein offered guests samples of Forbidden Euphoria perfume.
Photo: Eyecontact Photography
Guests could get their photos taken in front of the Hello! Canada green screen.
Guests could get their photos taken in front of the Hello! Canada green screen.
Photo: BizBash
Guest photos were printed as mock covers of Hello! Canada using the promotional image background for A Muse Ball.
Guest photos were printed as mock covers of Hello! Canada using the promotional image background for A Muse Ball.
Photo: Eyecontact Photography
Balvenie led a Scotch tasting on the third floor.
Balvenie led a Scotch tasting on the third floor.
Photo: Eyecontact Photography
Adjacent to its tastings bar, Balvenie created a masculine lounge comprising leather and vintage furniture.
Adjacent to its tastings bar, Balvenie created a masculine lounge comprising leather and vintage furniture.
Photo: BizBash
Rose Reisman Catering had a cheese and chocolate bark station on the third floor.
Rose Reisman Catering had a cheese and chocolate bark station on the third floor.
Photo: Eyecontact Photography
Servers passed hors d'oeuvres like salmon roulade on rustic wood platters.
Servers passed hors d'oeuvres like salmon roulade on rustic wood platters.
Photo: BizBash
Melissa Grelo of CP24 hosted Operanation.
Melissa Grelo of CP24 hosted Operanation.
Photo: Eyecontact Photography
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