Mobile Architecture at TIFF

Two L’Oréal experiential environments hit downtown Toronto last fall, Loki is now ready for the new marketing pop-up for this year!

Last fall, L’Oréal, Official Beauty Sponsor for the 43rd Toronto International Film Festival (Tiff) set out to make a splash and rock the red carpet with a stunning, super chic display unit, along with a second unit celebrating iconic women in film installed nearby.

From September 6 to 16, 2018, David Pecaut Square in the heart of downtown Toronto was the temporary center of the film universe, with the usual coterie of A-list Hollywood celebrities and filmmakers joined by film cognoscenti and throngs of everyday folks and celebrity seekers. To show its commitment to the cinematographic arts and reach the largest number of consumers possible, L’Oréal set up its pop-up pavilion right next to the red carpet, for one of the best seats in the house for both seeing and being seen.

The L’Oréal display booth combination of choice: a White Split 20 combined with a Black VIP 28. The white pop-up display booth, with its unique diagonal hinge design and full 16-foot display height when open, served as the make-up sampling area, and hosted a steady flow of festivalgoers who stopped by to have their look touched up by 4 professional make-up artists, have a beverage from the coffee bar, and sample a range of L’Oréal products. The footprint of the Diagonal Split 20 was increased with the addition of a bright and beautiful glass structure that really helped amplify the presence of the brand and let festivalgoers see inside from quite a distance. The pièce de résistance, the stunning VIP 28 in gloss black, rising two stories high and with an attention-getting cantilevered front section, acted as the VIP space and featured a swank full-length make-up bar. An in-booth draw for tickets sent lucky film fans upstairs to the VIP viewing gallery where they could watch the festivities from the best seats in the house.   

Nearby on King St., two Loki Cubes were set up for another L’Oréal contribution to Tiff, an experience celebrating the power of women in film. The two cubes had an 8 X 16 footprint and were also home to a makeup simulator app with touch-screen control and 6 make-up stations.

Loki Box Design partnered with experiential marketing creative specialists Cinco in the development of the brand activations and the spaces and amenities involved.