Each studio was styled for separate activations — from the masterclass and sound bath to product showcases — allowing the space to serve multiple functions throughout the day.
Fresh Beauty, part of the LVMH Group, hosted a full-day brand activation at Preto Loft, transforming the venue from an intimate daytime panel and educational masterclass with founders Lev Glazman and Alina Roytberg into a vibrant evening influencer event. With the LVMH team in attendance, the goal was to create an elevated yet immersive experience that celebrated Fresh’s identity through intentional design, curated activations, and strategic use of space.
The event showcased how Preto Loft — one of Toronto’s most flexible pop-up & brand activation spaces — can support multiple distinct experiences in a single day without the need to build from scratch. Fresh used the East and West Side studios as separate activation zones, and transformed the Solarium into a dreamlike dinner space with the help of our Solarium Winter decor installation.
The result was a fully branded, high-impact custom event space that was as efficient to execute as it was visually stunning.
Each studio was styled for separate activations — from the masterclass and sound bath to product showcases — allowing the space to serve multiple functions throughout the day.
Transformed using our Solarium Winter installation, with suspended white fabrics and oversized florals creating an ethereal, elegant atmosphere for the evening dinner.
From the branded makeup area to intentional product placement throughout, every detail reflected Fresh’s identity while using the studio’s built-in styling to full effect.
Fresh Beauty maximized Preto Loft’s versatility, showing how a single premium styled pop-up & brand activation space can deliver multiple guest experiences in one day.
Hosted the LVMH team and Fresh founders during the day, then transitioned effortlessly into an influencer event venue in the evening.
East Side, West Side and Solarium were used for different activations, ensuring smooth guest flow and distinct visual storytelling.
Every zone featured brand-aligned elements — from logo placements to product vignettes — designed to encourage organic content creation.
Guests naturally shared photos and videos, drawn to the camera-ready setups across the event space.
The Solarium Winter installation, makeup area, and curated furniture aligned effortlessly with Fresh’s aesthetic, delivering a fully branded feel without heavy production costs.
The catering team used the catering kitchen and
set up folding tables in the hallway outside to keep
service running smoothly behind the scenes.
