MirrorBOX by Destination Toronto
Destination Toronto once again stole the spotlight at IMEX Las Vegas 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.
Powered by state-of-the-art projection mapping, surround sound, and multimedia storytelling, the MirrorBOX™ fused technology and creativity to deliver a dynamic brand activation that celebrated Toronto’s rich culture, diversity, and urban energy. From iconic landmarks to its thriving culinary and arts scenes, the experience was a bold and interactive invitation to explore everything the city has to offer. As visitors stepped into the MirrorBOX™, they were immersed in a carefully choreographed sequence of visuals, reflections, and spatial soundscapes—creating a multi-sensory journey that left a lasting impression. The installation not only highlighted Toronto’s evolution as a top-tier destination for travel, meetings, and business, but also reinforced its reputation for innovation, inclusivity, and bold experiences.This activation continues to push the boundaries of destination marketing, transforming how cities connect with international audiences and showcase their unique identity through immersive storytelling.
Award: Best Activation of the Fair — IMEX Las Vegas 2024 (Second Consecutive Year)
In a city built on spectacle, MirrorBOX™ by NewMedia was voted Best Activation of the Fair for the second year running — an extraordinary recognition in the world's most competitive live events market.
Project Credits
Client: Destination Toronto
Production: NewMedia Creative Technology Studio
Installation: IMEX Las Vegas 2024, Mandalay Bay Convention Center, Las Vegas
Technology: MirrorBOX™ — multi-surface projection mapping, spatial audio, mirrored architecture
Recognition: Best Activation — IMEX Las Vegas 2024
Audience: Global MICE industry professionals, corporate event buyers, association executives
Following this Las Vegas success, the MirrorBOX™ was subsequently deployed at IMEX Frankfurt 2024, marking its European debut and cementing NewMedia's position as the leading creative technology partner for destination marketing activations at international trade exhibitions.
