Saluting the client
The annual general meeting for Weston Foods Canada Inc. celebrated the pioneering spirit and innovations in product development, manufacturing, distribution and retail that have kept the Weston family at the forefront of Canadian business for centuries.
"Our job was to transport the guests on an interactive, visually stimulating, historical tour of the Westons' immense impact on not only the food industry but as the integral Canadian corporation that it is," Fifth Element says.
Re-create 1800s bakery
The event team created eight vignettes.
The registration area was staged as an 1800s bakery with a backdrop of George Weston's bakery, where staff welcomed guests. Barrels full of straw, antique baking tools and racks brought historical charm to the installation.
Range of products
Shopping carts display the company's range of products now available in supermarkets.
A grand staircase hosts bushels of raw wheat and straw weaving in and out of grocery carts and baskets.
A re-creation of a early bakery.
Originally, George Weston began his bread distribution with a horse-drawn wagon delivering and selling bread out of the back. Because this event was inspired by the evolution of the Westons' self-made industry, an original Weston Bakery horse-drawn bread wagon displayed Weston baked products.
For an artistic eye-catching touch, the exterior of the wagon was decal-ed in Ace Bakeries breads, baguettes and buns.
To avoid warping, mold and product not adhering, the event team hot-glued each piece of bread and baguette to the wagon, then covered the entire finished piece in thin layers of clear lacquer.
Making the wagon more authentic and interactive, chefs dressed as bakers or delivery men served samples out of the wagon to guests. Framed photos and news clippings were placed beside each display to help tell the distribution story, from the very first route to today's intricate distribution model.
Beautiful displays of product ...
A pretty product display.
Modern production methods
A display showcasing modern production methods.