VQA Into The Vine



Location: Toronto, ON, United States

Completion date: 2017

Project Team


Sid Lee



MASSIVart collaborated with VQA in Toronto to imagine and produce a memorable multi-sensory experience that combined art, culture, food and VQA wine for a VIP evening and weekend long event.

Dubbed as a “deconstructed wine tasting,” we took a non-traditional approach that was both refreshing and inspiring. Six internationally and highly acclaimed contemporary artists and design teams were invited to create unique art installations taking inspiration from some of the different wine varieties such as Sparkling, Riesling, Chardonnay, Pinot Noir, Gamay Noir, and Cabernet Franc.


The client goals for this event were to target new client segment (millennials), drive customer acquisition and captivate crowds and to offer memorable activation to influence brand affinity.


Digital, floral, light art and immersive installations filled the room for guests to explore. Installations included:

-Brad Hindson Mitchell F. Chan incorporated over 30,000 white flowers to create a piece that embodied the fresh/captivating characteristics of Riesling
-Artist Wilfried Della Rossa’s “ MINNK,” was a universe created with light, audiovisual and kinetics that evoked a sense of excitement and mystery much like the Gamay Noir
-Artist Xiaojing Yan created “Cloud Cell” a breathtaking work of art that incorporated 13,000 freshwater pearls suspended in cloud formation that mimicked the effervescence of Sparkling wine evoking a sense of luxury and celebration.