On Wednesday 25 March, NewMedia transformed 83 Rivington in London into an immersive brand moment for Destination Toronto — one of Canada's most iconic city tourism brands.
The centrepiece of the experience was a fully custom mirror box: a reflective structure clad in mirrors both inside and out, designed to dissolve the boundaries between the guest and the space around them. Step inside and every angle multiplies into infinity — an environment where the brand's visual identity becomes inescapable and unforgettable.
An Immersive Environment Built for Impact
The mirror box was conceived as a total sensory environment rather than a static installation. Its mirrored surfaces — inside and out — created a visual language aligned with Destination Toronto's new campaign: bold, contemporary, and impossible to look away from. Guests didn't just attend the event. They became part of it.
The installation served as the backdrop for a private media campaign launch, bringing together press, partners, and brand stakeholders in an environment designed to communicate Toronto's energy and ambition as a global city destination.
Glambot: Slow-Motion Content at the Heart of the Experience
Alongside the mirror box, NewMedia integrated a glambot — a high-speed robotic camera arm that captures guests in cinematic slow-motion — into the activation. The glambot generated stunning social-ready video content on the spot, giving every guest a personal, shareable moment that extended the campaign's reach far beyond the walls of 83 Rivington.
The combination of the mirror box environment and the glambot created a feedback loop of content: the mirrors amplified the visual drama, and the glambot captured it at its most spectacular. The result was a stream of high-quality video content that authentically represented Destination Toronto's campaign aesthetic.
Experiential Marketing That Travels Beyond the Event
Private brand activations of this kind are among the most effective tools in a destination marketing strategy. When the environment is immersive, content-generating, and emotionally resonant, guests become brand advocates — sharing their experience with audiences that no paid media budget could efficiently reach.
For Destination Toronto, the 83 Rivington activation achieved exactly that: a private launch event that generated public-facing content, strengthened media relationships, and positioned the new campaign with the impact it deserved.
NewMedia specialises in designing and producing brand activations, immersive installations, and experiential environments for global clients across Europe, North America, and beyond. If you are planning a brand activation and want to explore what an immersive experience could do for your campaign, get in touch at welcome@newmedia.events.
