Right before the Toronto International Film Festival (TIFF) opened last week, we had the opportunity to tour Natasha Koifman’s IT Lounge to check out what was in store for celebrities during the 10-day event. We also had a chance to briefly speak with Ms. Koifman on what people will experience, especially in terms of food and beauty:
Natasha Koifman
What do celebrities generally expect from a gifting Lounge like the IT Lounge?
What stars can expect from the IT Lounge is always something experiential, dynamic, and an introduction to products that may not be on their radar. Three years ago, we decided it was time to evolve what it had been, doing into something that would be fresh, exciting and meaningful for visiting talent. We launched our portrait studio in 2012 with Patrick Demarchelier. Since 2013, we have been collaborating with Caitlin Cronenberg and W Magazine – she’s such an incredible talent, and so partnering with a renowned publication like W was a natural fit to shine a spotlight on festival and on the IT Lounge. The stars that come through our Lounge know that they will be shot in the studio, and that we will make a donation to Artists for Peace and Justice and Best Buddies on their behalf.
Do they generally hang out there between premieres and galas?
Our W Magazine IT Lounge Portrait Studio was six days long, and we saw people come in and out throughout that time. Being situated right behind the TIFF Bell Lightbox and the Hyatt makes us an accessible location for stars to pop by. The IT Lounge is definitely a celebrity hot spot!
Do brands typically create “exclusives” for events like TIFF?
Our partnering brands always create special experiences for visiting talent. This year, for example, we did customization with Tweezerman – we had people’s initials engraved onto the tweezers which everyone loved because it made the tweezers totally unique to them. That was a big hit and experience for our guests that can’t be purchased in-store.
Are items specifically tailored to individuals or do people all get the same thing?
We want all our guests to have interactions with brands they love. The most valuable thing they take away is their W Magazine IT Lounge Portrait Studio experience! We do like to send them home with some amazing items too, but it totally depends what they’re personally interested in.
Eat Nakd bars (the cashew cookie is very good!)
What is different/new this year, especially in terms of food/fashion/beauty? Any new brands/partners?
Our team works hard to curate our collection of brands we bring in each year, depending on the theme. This year’s theme was The Era of Cool – we paid homage to the personalities who are instinctively tapped into trends well before they emerge. As such we have lots of new and exciting things at the W Magazine IT Lounge Portrait Studio that all align with The Era of Cool. Rudsak set up their twentieth anniversary capsule collection at the Lounge, with each piece named after a different rock star. We also had Christian Rex come on board with their iconic skull jewelry. From a food and beverage standpoint, Eat Nakd was new this year – they are literally bars of fruits and nuts smashed together – yum!
Which brands do you think will be the biggest hits? In general, is it food or style/beauty?
It totally depends on the star, and developing that meaningful connection between themselves and the brand. People love the style and beauty experiences because TIFF is at the very beginning of fall when everyone is getting ready to update their wardrobe and their looks for the new season – not to mention TIFF is an incredibly stylish time in the city, when fashion heavy-hitters hit the streets. That said, celebrities also love the food and drink experiences – people love the opportunity to grab quick snack and refreshment whether a Tequila Tromba cocktail, a little bowl of Yogen Fruz or a hearty plate of Barilla pasta.
What is YOUR favourite product/brand in this year’s IT Lounge and why?
It’s so hard to pick one – we brought in such incredible sponsors this year, each offering up something totally different! Goody did an amazing 360-hair glam cam which showcased their Spin Pins, which are some of my favourite hair products. The PropertyBrothers also set up with a TIFF essential vending machine from their Producers Ball, which was like nothing we’ve never had before!
A jacket from Rudsak
Typically, what is the percentage of food/beverage-related brands versus fashion/beauty at the IT Lounge? Is this similar to other gift Lounges during TIFF?
We split it pretty evenly – we know stars want a well-rounded experience and we want them to look and feel good when they leave us. That means lots of stylish sponsors like Yo Sox who has a great display filled with really colourful, fun socks, as well as health and wellness brands. Saje, a Vancouver based essential oils brand, is amazing and has something for everything! Oils to give you energy, oils to relax you, oils to take away a headache. I never leave my house without them now!
Who has stopped into the IT Lounge in the past and who are you expecting this year
Some of our past favourite guests have included Mila Kunis, Olivia Wilde, Colin Firth and Javier Bardem, to name a few. Every year there’s so many different faces, which keeps each year really exciting! For 2014, we saw John Cusak, my personal favourite, Shamar Moore, Josh Charles, Elizabeth Banks, Madeleiene Stowe, Chris Evans, Blake McGrath, and the Bachelors.
Froyo from Yogen Fruz, pre-toppings
Anything else you want to add?
Next year is our tenth anniversary of the IT Lounge so keep your eyes and ears peeled for how we kick of a decade worth of film festival fun!
Image credits: Natasha Koifman photo courtesy of NKPR, all other photos by author
