As a major sponsor for the Toronto International Film Festival, L’Oreal has engaged in various initiatives throughout the Greater Toronto Area to garner attention for their brand. L’Oreal sought to maximize their space within the small footprint allotted for their L’Oreal Paris VIP area by utilizing Regal’s Double Decker structure. It not only offered the extra space they were looking for but it added that distinguishing “WOW” factor needed to represent such an esteemed brand. This past year, to change things up just a little bit from the year prior a ‘pelmet’ was added to the top level of the 15M x 5M Double Decker structure, effectively blurring the line between tent and building. This updated look also offered a premium branding opportunity for L’Oreal.