MirrorBOX™ IMEX Frankfurt
Destination Toronto once again stole the spotlight at IMEX Frankfurt 2024, captivating global attendees with an unforgettable sensory experience. This year marked the triumphant return of the groundbreaking MirrorBOX™ immersive installation, designed to transport visitors straight into the vibrant heart of Toronto—without ever leaving the convention floor.
MirrorBOX™ at IMEX Frankfurt 2024: Destination Toronto's Most Ambitious European Activation
IMEX Frankfurt is the world's largest meetings and events trade show, attracting over 12,000 industry professionals from more than 150 countries. For Destination Toronto, standing out on the Frankfurt Messe floor required more than a standard exhibition stand — it demanded a fully immersive architectural experience.
NewMedia Creative Technology Studio engineered the MirrorBOX™ specifically for the European market debut at IMEX Frankfurt 2024. The installation translated Toronto's urban identity into a multi-sensory spatial experience: visitors physically entered the structure and were surrounded by synchronized projection mapping across mirrored surfaces, spatial audio, and layered multimedia content celebrating Toronto's culture, gastronomy, architecture, and global appeal as a meetings destination.
The technical execution included:
• Custom-built mirrored architectural structure
• Multi-surface synchronized projection mapping
• Immersive 360° spatial sound design
• Multilingual multimedia content tailored for European MICE audiences
The activation positioned Destination Toronto as a forward-thinking, technology-led destination brand in front of European event planners, association executives, and corporate buyers — audiences critical to the growth of Toronto's international meetings market.
Project Credits
Client: Destination Toronto
Production: NewMedia Creative Technology Studio
Installation: IMEX Frankfurt 2024, Frankfurt Messe, Germany
Technology: MirrorBOX™ — projection mapping on mirrored architectural structure
Audience: 12,000+ MICE industry professionals from 150+ countries
Market: European meetings, incentives, conferences and exhibitions sector
The Frankfurt activation established MirrorBOX™ as a proven platform for destination marketing at the highest level of international trade exhibition, following its award-winning debut in Las Vegas the previous year.
