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.
Step into the Ballroom, a bright all-white square space with classic white washed herringbone floors and Parisian-inspired charm. The oversized South and West facing windows fill the room with lots of soft, natural light, creating a versatile canvas for creativity. Ideal for family, couple and branding portraits as well as commercial and editorial shoots.
FEATURING
A luxurious Victorian arched stone mantel with brick fireplace—the room’s main focal point.
A curated selection of classic and contemporary modular furniture.
Spacious desk and office area.
Versatile cyclorama curved white wall with rolling sofa and olive tree accent.
Step into the Kitchen, a bright and modern culinary haven perfect for a range of creative concepts. This stylish open kitchen with trendy shelves, light oak cabinets, gold hardware, and a stunning backsplash, is ideal for cooking classes, food blogger shoots, engagement photography, intimate events, or lively family sessions.
FEATURING
An oversized marble island for versatile shooting opportunities.
Eclectic living space with styled modular bookshelf, sofa and arm chairs.
Beautiful dinning table with dining chairs and kitchenware for 2 people.
Fully functional kitchen with premium appliances.
Discover the Lounge, a highly versatile space, boasting an eclectic mix of textures and Moroccan-inspired elements. Off-white tones and beautiful arches with unique boho furnishings create a unique ambiance ideal for editorials, family portraits, engagements, and wedding photography.
FEATURING
Moroccan-themed 6×9 foot standing arch.
Tone-on-tone light floors and textured stucco walls in beautiful warm sandy shades.
High key natural light from one large South-facing window.
Hanging greenery installation and perfectly paired boho accents and fabrics.
Step into the Nest, a coveted bedroom studio designed for those who seek the luxury of the finest hotels. Effortlessly creating a harmonious look with layers of cream and light tones, soft textures, and accents of gold. Perfect for a stylish bedroom or a hotel-suite-like setting for bridal preparations, maternity and family moments.
FEATURING
Grand yet minimalistic feel with ceiling-high mouldings and curated modern accessories.
Large South-facing window for ample natural light.
All-white clean creative space with fabric-wrapped walls and ceiling for unique ideas.
Welcome to the White Loft, a bright and elegant all white corner living room with modern refined office area. The tall slanted ceiling features delicate molding and a chandelier with a round medallions, creating a grand European ambiance. This space is the perfect backdrop for branding shoots, editorials, and elegant family photoshoots.
FEATURING
Three large South and East facing windows.
Elegant 7 foot tall arch and arched bookshelf with monochromatic accent decor.
Modern office area featuring a unique desk and fireplace with mantel.
Ready to book your next event? Send us a message using the form below and one of our team members will get in touch with you to share more.
