Imagine you are attending WMC Toronto Fashion Week, blasting social mediums globally with the latest looks right from the runway. What better way is there to recharge those hands, then with a glass of wine and a hot stone hand massage? That’s where my friend Elisa Salvatore and her team from Boom! Marketing came up with the idea of tying in Stoneleigh Wines from Corby Distilleries, with an official wine sponsorship at the show. A lounge setting was created complete with a custom made Stoneleigh bar, seating area and two hot stone massage stations provided by Wright Spa. Guests were able to sit, chat and relax in between runway shows.
The idea spawned from the environment of the vineyards. Stoneleigh takes its name from the vineyards, which grow from an ancient riverbed of stones that warm with the heat of sun during the day, and warm the bed of vines at night to create unique and vibrant tasting wines. Along with the tastings, guests were invited to have their photo taken, by myself, and “Like” the Stoneleigh Facebook Page for a chance to win a trip for two to tour the winery. This created great traffic for the page and some great brand recognition.
Stoneleigh also had some presence next to the runway for the MATIS collection by Lucian Matis featuring a model wearing a “stone inspired” dress designed by Matis. The Romanian-born, Toronto based designer was showing his ‘diffusion’ ready-to-wear line.
The week long show closed with a performance by the Toronto hit band Dragonette.
Here are some more photos from the week: