The Toronto International Film Festival kicked off on September 6 and wraps up this Sunday. Throughout the festival's duration, events ranging from large premiere parties to intimate sponsor lounges took place in venues throughout the city.
Offering more than just the chance to rub shoulders with celebrities, the events have become increasingly important vehicles for deal-making. “The industry has changed,” said Jordan Fogle, C.E.O. of the Mint Agency, which partnered with the Branding Bee to produce several events at TIFF this year. “In today's landscape, films are sold during the actual festivals or at the film's after-parties.”
Brands too seized on the opportunity to market their wares, creating striking activations with colourful bottles, offering free tattoos, and splashing brand imagery all over hotel spaces. Here's a look at some of the eye-catching details that set the backdrop for hobnobbing and big business during TIFF.
‘The Perks of Being a Wallflower’ Premiere Party
Guests were invited to doodle on an all-white car, parked inside a custom-built patio area. The Mint Agency team built a 28- by 20-foot fence to surround the outdoor area.
Photo: Jerod Harris/Getty Images For vitaminwater
Skyy Vodka’s "Official Unofficial" Toronto International Film Festival Launch Party
As the vodka sponsor of the film festival, Skyy hosted the “Official Unofficial” launch party for TIFF on September 5. The brand set up bars and branded tropes in an alley near John and Adelaide streets, dubbing it the "Blue Alley." Dance troupe Urbanesque performed on a staircase that served as the backdrop to the event. Susan Murray International handled decor, sound, lighting, and entertainment.
Photo: Central Image Agency
Toronto International Film Festival's Opening Night Gala
Organizers for TIFF's Opening Night Gala used projections inside a corridor of the Air Canada Centre to stream a live feed from the red carpet outside. The tactic kept guests engaged and on the lookout for their favourite celebrities.
Photo: Josh Fee for BizBash
The Drake Hotel’s "Overdrive" TIFF Launch Party
On September 6, the Drake Hotel hosted a TIFF launch party of its own, dubbing the event the Drake "Overdrive." As part of an ongoing installation, organizers projected a music video from performance artist Peaches onto translucent screens set up in the first-floor windows of the hotel. The feed was visible both inside and outside the venue.
Photo: Connie Tsang
The Drake Hotel’s "Overdrive" Launch Party at the Toronto International Film Festival
Outside the hotel, sponsor Sailor Jerry rum parked a silver bus that had a tattoo parlor inside. Tattoo artists were on hand to give guests permanent souvenirs.
Photo: Connie Tsang
The Target Hotel
Target Canada took over the Templar Hotel from September 6 to 8, creating a branded environment. A red carpet and a silver bus marked with the Target bull's-eye logo parked outside drew attention from passersby.
Photo: George Pimentel
The Target Hotel
Jeffry Roick of McNabb Roick Events outfitted Target's space with modern red and white furniture, branded artwork, and the retailer’s bull's-eye logo. Media and film industry pros were invited to stay at the all-red and white hotel, or just unwind in the lobby (pictured). There was also a temporary Filmmakers’ Lounge in the penthouse suite.
Photo: George Pimentel
Nikki Beach Toronto at the Spoke Club
Club Nikki Beach hosted events on the rooftop patio of the Spoke Club this year from September 6 to 11. The space was open from 10 a.m. to 4 a.m. each day, regularly serving as the site of film parties. The club tapped Andrew Richard Designs co-owner Andrew Bockner to design the space. Bockner gave the venue what he called an “easy breezy” look, with patio furniture, white draping, tropical plants, and warm lighting for the evening functions.
Photo: Diego Rojas
Soho House at the Toronto International Film Festival
Members-only club Soho House opened its first Toronto location at Bishop’s Block just in time for this year's TIFF festivities. The four-storey club was packed with film parties nightly, including events for Looper, Anna Karenina, and The Reluctant Fundamentalist. Partner Grey Goose vodka hosted the open bars, serving custom cocktails.
Photo: Alexandra Wyman/Getty Images
'Spring Breakers' Premiere Party
The Mint Agency put together a private dinner and party for the cast of Spring Breakers on September 7 at Brassaii. Sand, seashells, orchids, and fishbowls ran down the centre of the table.
Photo: Jennifer Meriano
'Spring Breakers' Premiere Party
After dinner, the party began. Decor fit the spring break theme of the film, with models in hot tubs and beach balls throughout the space.
Photo: Jerod Harris/Getty Images for Vitaminwater
'Spring Breakers' Premiere Party
Servers dressed in bikinis passed popsicles in glasses of sparkling wine during the party.
Photo: Jerod Harris/Getty Images For vitaminwater
Amfar Cultivation Event
Amfar hosted a so-called "cultivation event" at the new Shangri-La Hotel on September 7. "Rather than have a straight fund-raiser, we really wanted to start strengthening our ties in the Toronto community," said Gregory Boroff, Amfar’s vice president of development. Jeffry Roick of McNabb Roick Events created a bold look for the cocktail party, with bright, monochromatic lounge areas inspired by a painting by artist Françoise Nielly. Sponsor Navillus Gallery supplied artwork from Nielly and other artists to spruce up the lounges.
Photo: Joe Scarnici/Getty Images For Amfar
Diesel Presents OneXOne Concert
Lauryn Hill performed at the Diesel and OneXOne concert fund-raiser at Kool Haus on September 8. This was the second year that OneXOne hosted a concert, targeting a younger demographic for its young philanthropists group, One Up. Chandeliers added glamour to the stage.
Photo: George Pimentel
‘The Perks of Being a Wallflower’ Premiere Party
At the party for The Perks of Being a Wallflower on Saturday night, the Mint Agency took cues from sponsor Vitaminwater's colourful bottles to transform the all-white Edition/Richmond Gallery into a candy-coloured lounge.
Photo: Jerod Harris/Getty Images For Vitaminwater
‘The Perks of Being a Wallflower’ Premiere Party
Guests could play with a life-size Lite Brite wall made with illuminated Vitaminwater bottles
Photo: Jerod Harris/Getty Images For Vitaminwater
‘The Perks of Being a Wallflower’ Premiere Party
Real flowers and moss decorated the step-and-repeat outside the Edition/Richmond Gallery.
Photo: Jennifer Meriano
‘The Perks of Being a Wallflower’ Premiere Party
Colourful uplighting played off the Vitaminwater bottle imagery that hung in the venue, which contrasted with the white furnishings.
Photo: Jerod Harris/Getty Images For Vitaminwater
AMC Storys
From September 7 to 10, AMC Networks took over the Storys Building and gave it the temporary name AMC Storys. To bring the brand to life in the venue, images from AMC television shows lined the walls. Produced in partnership with A-List Communications and Icon Legacy Hospitality, the venue hosted multiple film parties and events daily, including gifting suits and the Ginger and Rosa premiere party. Virgin Mobiles’ Virgin Arts and Cinema Centre was another partner, parking a branded Virgin Mobile bus outside and the structure.
Photo: Photagonist.ca
AMC Storys
Virgin Mobile created a lounge inside AMC Storys, bringing in a branded device charging station, photo booth, and candy dispenser. Within the space, the Virgin Arts and Cinema Centre hosted parties for films The Iceman and At Any Price.
Photo: Riley Found/Photagonist.ca
'InStyle' and Hollywood Foreign Press Association Party
Forget Me Not Flowers created a show-stopping floral display in the centre of the Windsor Arms for the annual InStyle and Hollywood Foreign Press Association Party on September 11. Roses, dahlias, and votive candles dangled from tree branches that sprouted up over a lounge area.
Photo: Todd Williamson/Invision for InStyle/AP Images
