Fuse Marketing Group and CIBC are merging music with the playground at this year’s Luminato Festival in Toronto.
“Symphony of Swings” (the brainchild of Marc Pelland, Fuse’s newly-hired creative technologist) sees a traditional swing set transformed into an interactive art installation. Sensors within the swings respond to movement, emitting both light and sound as people play. When moved in tandem, the swings synchronize to create a “symphony” of complementary sounds.
“Our team was inspired by the urban backyard theme at the Luminato Festival Hub,” said Jennifer Mason, vice-president, experiential marketing at Fuse in a release. “We wanted to bring to life the CIBC brand in an artistic manner by marrying a backyard icon with an interactive experience. The CIBC Symphony of Swings leverages key elements of the festival, which is a creative expression of light and sound.”
CIBC, a long-standing Fuse client, is a presenting sponsor at this year’s festival along with Lancome, Manulife, BMO, OLG and Mill Street Brewery.
“CIBC is committed to supporting arts and culture in the community and Fuse’s approach effectively weaves our brand, and our focus on bringing innovation to our clients, into the fabric of the Festival,” said Monique Giroux, vice-president, sponsorship at CIBC in a statement. “This is a wonderful way to engage festival-goers and connect with them in a fun and whimsical way. We believe the Torontonians and visitors alike will enjoy our memorable installation and the chance to become a part of the artistic experience.”
“Symphony of Swings” is on display at David Pecaut Square in downtown Toronto.
Luminato, now in its ninth year, is an annual 10-day celebration of the arts. This year’s event runs from June 19-28.
