Although the organizers promised a smaller and more subdued Toronto International Film Festival this year, the 42nd edition of the annual film industry event still drew an influx of high-profile actors, directors, producers, and media outlets to the city. The festival, which took place September 7 to 17, also generated its typical early Oscar buzz with screenings of films such as The Shape of Water, Lady Bird, Call Me by Your Name, and Three Billboards Outside Ebbing, Missouri, which won the audience award on Sunday.
Along with the screenings of 255 films, other events that surrounded the 11-day event included swanky premiere after-parties at notable local venues, Instagram-worthy on- and off-site activations from big brands and sponsors, and branded lounges that hosted conversations with actors and directors. Here’s a look at some of the most notable ideas from TIFF parties this year.
Grey Goose vodka celebrated 10 years of supporting the film industry with programming at the SoHo House Toronto, including "Cocktails and Conversation," a series of film discussions moderated by Deadline Hollywood. To celebrate the world premiere of Professor Marston and the Wonder Women, Joe Utichi moderated a panel with director Faith Akin and actress Diane Kruger on the roof of the venue, which was decorated with branded Grey Goose furniture.
AT&T took over the first floor of Momofuku Noodle Bar from September 9 to 12, hosting daily lunches for celebrities and tastemakers, as well as premiere parties and cast dinners.
Food was served in noodle boxes that featured the AT&T/DirecTV logo.
AT&T hosted its annual Variety celebrity portrait and video studio on the second and third floors of Momofuku Noodle Bar. Visitors had access to the DirecTV app and content through tablets, phones, and TVs.
As guests arrived, they were welcomed with stairs donning the tagline, "This way to the stars."
Nespresso hosted the post-premiere party of Suburbicon at Patria on September 9. The party had a branded coffee bar where guests could order a beverage of their choosing.
The event served Nespresso martinis created with the brand's signature capsules.
Nespresso also hosted the after-party for Unicorn Store—Brie Larson's directorial debut—at the bars Woody's and Sailor on September 11. The party featured rainbow decor and served drinks with latte art created by barista Brian Leonard.
The event showcased a rainbow doughnut wall as a tribute to the film.
The event, envisioned by the Mint Agency, had a welcome wall created with Nespresso capsules that also served as a photo backdrop.
At TIFF's Festival Street, which offered free activations, performances, and film screenings from September 7 to 10 on King Street, new bottled water brand Arto Lifewtr hosted a colorful, interactive art installation.
The brand worked with creative experiences team Young Offenders to produce an eight-foot interactive modular cube for live spray painting, which also included a motion-responsive LED wall created by Karl Skene.
Working with international artists MOMO and Craig & Karl, the brand also held a live painting by New York-based painter Jason Woodside. Woodside mentored two students from the Ontario College of Art and Design and another local Toronto art student at the event on September 8.
As the lead sponsor of TIFF, Bell's activations are a focal point of the festival. The telecommunications and media company company activated a structure at the Red Carpet Fan Zone at Roy Thompson Hall that showcased Bell's sponsorship through signage and decals. Loki Box Design designed the structure.
This year, set up along Festival Street, Bell hosted its own virtual-reality theater that screened six VR short films.
Four Seasons Hotels and Resorts staged a first-time surprise four-day experience in a vacant downtown space that brought together a team of Four Seasons chefs and mixologists from four continents, each presenting an interactive expression of their craft.
Attendees entered through an archway of draping orchids designed by florist Jeff Leatham. The display was meant to showcase the signature installations Leatham has created at the at Four Seasons Hotel George V, Paris, and Four Seasons Hotel Los Angeles at Beverly Hills.
The experience featured everything from large floral installations to a floor-to-ceiling herb garden. The event concept was executed by Catriona Smart of lifestyle blog Coco & Cowe.
Mongrel Media hosted the third edition of its event series hub, which celebrated the studio's 14 films at the festival, from September 8 to 13 at the Campbell House Museum. Events included a St. Lawrence Late Night Eats pavilion that featured a fresh fruit display from fruit carving company Say It With Fruit. Esther Garnick PR handled publicity.
Four Seasons Hotel Toronto partnered with Halo PR Group to celebrate the festival with the launch of the Garden of Wonder by Perrier-Jouët from September 6 to 10. The event showcased a photo exhibit by George Pimentel on the hotel's façade, which had photos from past editions of the festival taken by the celebrity photographer
Designed by Teatro Verde, the garden featured custom Perrier-Jouët decor surrounded by lush palms and florals.
The patio included hedge-trimmed animals.
Rock-It Promotions hosted its annual gifting lounge from September 6 to 8 in its new sixth-floor office space. The lounge had a variety of activations including a station that offered fine line micro-tattoos by Ink & Water Tattoo.
The premiere party for The Breadwinner took place September 10 at the Cactus Club Café. Produced by Vancouver-based Wildfire Experiential and Events, the party featured activations including a wishing wall where guests were invited to take a ribbon and write their own wish for girls in Afghanistan—the setting of the animated drama film. The wishes will be sent to Kandahar Treasure, an organization that empowers female Afghan artists.
The party was put on in partnership with bookstore company Indigo Books and Music and featured a kids’ menu that included a candy bar.
