Makers of designer products love nothing more than to get their brands in the hands of celebrities during film festivals, and Diesel Canada is no exception. For the 2006 Toronto International Film Festival, an annual 10-day event, the fashion company opened a gift lounge in Intercontinental Hotel Yorkville, a popular celebrity address. Christina Krcevinac, Diesel's marketing manager, said she wanted the lounge, dubbed Diesel Style Lounge, to reflect the company's new ad campaign, Diesel Heaven, which depicts an ethereal place rooted in old-world elegance and luxury.Krcevinac chose designer Jeffry Roick, president of McNabb Roick Events to establish the decor. Roick installed sheer white drapes with dim uplighting around the periphery of the room to create a clean, neutral backdrop. A faux Greek lamb's wool rug in the middle of the room conveyed a sense of warmth and luxury. Atop the rug, a lounge vignette featured a pair of regal two-seater couches facing each other across a mirrored antique coffee table. To one side, two smaller lounge vignettes included a mirrored backdrop, two armchairs, and a white side table topped by a white vase filled with tall white feathers. On the other side of the room, a pair of white metal mannequins with angel wings flanked two large white shelving units filled with Diesel sweaters, jeans, and handbags. Nearby, large white vases filled with white plumes topped two large white desks, beneath each of which lay an oversized pillow.
Diesel Style Lounge adjoined a second room co-sponsored by WireImage, Inside Entertainment magazine, and Rimmel London. This space contained a photo studio in which WireImage photographers took professional photos of visiting celebrities. The lounge area featured classic St. Antoine patterned wallpaper from Farrow & Ball and white leather chairs and couches paired with mirrored coffee tables from Signature Party Rentals. Chrome accents and orange pillows jazzed up the couches. Clear glass vases filled with oranges, with black bases underneath them, topped the coffee tables. Photos taken of guests with Polaroid cameras lingered on the coffee tables.
Diesel Style Lounge adjoined a second room co-sponsored by WireImage, Inside Entertainment magazine, and Rimmel London. This space contained a photo studio in which WireImage photographers took professional photos of visiting celebrities. The lounge area featured classic St. Antoine patterned wallpaper from Farrow & Ball and white leather chairs and couches paired with mirrored coffee tables from Signature Party Rentals. Chrome accents and orange pillows jazzed up the couches. Clear glass vases filled with oranges, with black bases underneath them, topped the coffee tables. Photos taken of guests with Polaroid cameras lingered on the coffee tables.
White curtains, a white carpet, and Regal, white two-seater couches from McNabb Roick Events helped create a heaven-meets-old-world-elegance vibe in the Diesel Canada celebrity gift lounge at Intercontinental Hotel Yorkville during the Toronto International Film Festival.
Winged mannequins resembled images from Diesel's current ad campaign, Diesel Heaven.
Push pillows and lots of white feathers worked together to create the heavenly theme.
White shelving units contained Diesel sweaters, jeans, and handbags
The lounge in the photo studio featured classic St. Antoine patterned wallpaper from Farrow & Ball and white leather chairs and couches with orange pillows from Signature Party Rentals.
Clear glass vases with black bases contained oranges, and photos of guests taken with Polaroid cameras lingered on the coffee tables.
