Bell wanted to host guests of the 2013 Toronto International Film Festival in a premium space where they could watch celebrities arrive on the red carpet and afterwards enjoy entertainment. Circo approached the challenge by creating an imaginative, tastefully branded environment with integrated entertainment. Rather than covering TIFF with Bell’s logo, we opted for a modern brand activation that would flow seamlessly with the festival’s program.
The glamour and excitement of the silver screen was our backdrop for the design and installation of deconstructed viewing platforms in Bell’s signature blue. Comfy and accessible, these platforms could accommodate 2000 people at any given time. In addition, built-in screens transformed the space into a large open-air cinema, showing films post-red carpet.
By providing an engaging outdoor viewing space, Bell was able to augment its brand presence throughout the built environment and cinema