Designing Events with Luxury Brands

FLASHBACK TO 2018 CANFAR  AND PARTNERS  MASTER THE ART OF ENTERTAINMENT AT BLOOR STREET ENTERTAINS

Every year, the Canadian Foundation for AIDS Research(CANFAR) and Yorkville’s most prestigious retailers and galleries collaborate on a luxurious evening event, combining fashion and dining to raise funds for HIV and AIDS research. The event is called Bloor Street Entertains. It has become one of the city’s most anticipated events, but it’s also become an award-winning event, led by Chad Brincheski @ESpinc. The event went on to take top honours at the 2018 Canadian Event Industry Awards.

CANFAR partners with multiple luxury retail venues annually to host the event treating guests to a cocktail reception, four-course meal, silent auction, and an unforgettable after-party. 

The production requires a vast array of culinary experts, renowned florists, and visionary event designers to bring the event to life every year. This group includes the students from Seneca’s Event Management-Event and Exhibit Design program, who manage the tabletop décor at many of the venues. This year, Seneca designed tabletops at William Ashley, Harry Rosen, Liss Gallery, Rimowa, Brooks Brothers, and Lumas Gallery.

Each of the 18 venues had unique approaches to their décor: some embracing minimalism, while some were grandiose. Above creating a fine dining experience inside the store, their greatest task is to harmonize the retailers’ brand image with that of CANFAR’s.

WILLIAM ASHLEY

The event’s co-chairs, Bernadette Mora and Jimmy Molloy, dined at William Ashley in a newly renovated store surrounded by pristine china and illuminated crystal. The table settings encapsulated this beautifully while reflecting CANFAR’s aesthetic. The striking palette of black, white, and red represented both brands harmoniously. The design stayed true to William Ashley’s world-class reputation with its glassware and gold details. All dishware came from the retailer’s stock and was served on their wood and marble display tables. The centrepieces consisted of cedar and rosemary runners, punctuated with midnight roses, geometric votives, and gold lanterns, echoing CANFAR’s down-to-earth attitude. 

Guests were offered red silk CANFAR ribbons before mingling. From the entrance to the centrepieces to the menu, the unity between CANFAR and William Ashley was evident, representing one of the many partnerships of the evening.

Decor: Jackie O Floral and Event Design in collaboration with
Seneca College

Caterer: Toben
Linens: Chair Decor
Photo: George Matthew Photography

HARRY ROSEN

This luxury menswear retailer hosted a dramatic 40-foot long table lined with hundreds of pink anthuriums and black candles on navy linen. The effect was both masculine and modern.

“Each of the 18 venues had unique approaches to their décor: some embracing minimalism, while some were grandiose.”

Centrepieces:  Artam Design in collaboration with Seneca College Event Management
Caterer: Miku Toronto
Linens: Chair Decor
Photo: Alex Bruce Photography

LOUIS VUITTON

Tables and chairs in white provided dramatic contrast against the warm wood interior of this luxury brand. Red roses and berries on beds of cedar provided a pop of colour.

The production requires a vast array of culinary experts, renowned florists, and visionary event designers to bring the event to life every year.

Decor: Caspar Haydar Design
Caterer: Chase Hospitality Group
Linens: Chair Decor
Photo: George Pimental Photography

LISS GALLERY

Professor Brian Wickens collaborated with his Seneca Event Management students to create a textural tablescape that played off the whimsical art on the walls. Green Eggs and Ham menus provided levity.

Caterer: Aura by Cashew and Clive
Decor: Seneca College Event Management 
Linens: Chair Decor
Photo: 424u.com |Henry Lin

BROOKS BROTHERS

The design of Brooks Brothers exuded richness. Black linens and chairs embodied the elegance of their formal wear, while robust floral centrepieces brought life to the space. The florals were elevated on gold, hollow platforms as if they were hovering chandeliers.

Caterer: L-eat Catering
Linens: Chair Decor
Photo: Alex Bruce Photography
Decor: FloralWerx in collaboration with Seneca College Event Management

LUMAS GALLERY

Professor Liz Nutting(CSEP) of Production Canada collaborated with Artam Design and Seneca Event Management students to create a stunning tabletop that echoed the art’s colour and texture on the walls. Fresh peonies, entirely out of season, surprised and delighted guests.

Decor: Artam Design in collaboration with Seneca College Event Management
Caterer: Momofuko
Linens: Chair Decor
Photo: 424u.com Henry Lin

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