BCG designed a thematic environment to celebrate National Geographic’s premiere of Free Solo during the Toronto International Film Festival. Inspired by rock-climbing and the stunning natural landscapes of the documentary, BCG secured a rooftop venue with natural tones and materials that rose 43 floors from the ground offering panoramic views of the city.
The guest journey began upon entry, as each received a custom braided wristband similar to those worn by adventure enthusiasts. The iconic National Geographic yellow border emblem was incorporated into the decor and cinematic references were found at multiple touchpoints, including a green screen photo booth that transported guests to the facade of El Capitan. The rustic wood walls of the interior were decorated with clusters of framed candid photographs from the film and ivory-toned lounge seating vignettes were adorned with custom National Geographic and Free Solo branded linen pillows. A lap pool spanning the length of the terrace with Free Solo writ large in three-dimensional cut-outs created a made for a social photo opportunity for guests.