Context
We all know that attending festivals or outdoor events can be exhausting. In collaboration with Cossette, Celsius was brought on board to bring to life a unique concept that reflects the personality and values of the VIA Rail brand. Step aboard the VIA Rail Station Détente.
With the goal of increasing brand awareness and showcasing their new train fleet launched in the spring of 2024, VIA Rail wanted to implement a new activation that could be adaptable over the years, based on available budgets and the size of events and locations visited. It was essential to incorporate key attributes of the train travel experience while adding value to the festival-goers’ experience.
Concept
The VIA experience is an oasis that allows for relaxation, disconnection, and sensory travel. So, why not create a relaxation space that allows festival-goers to escape, whether they are in the heart of the National Bank Open site in Montreal or eventually at a major music or comedy festival? Because, in the end, the journey is always more important than the destination.
Deliverables
Drawing inspiration from the initial concepts and the vision of the Cossette team, Celsius constructed and inaugurated the VIA Rail Station Détente at the 2024 National Bank Open at the IGA Stadium. This immersive space offered a multisensory experience featuring enhanced audio and a sense of relaxation and tranquility.
Lounge chairs were integrated into resting modules showcasing images of Canada’s most coveted landscapes. Headphones were provided to festival-goers to enhance their experience while immersing themselves in a soundscape reminiscent of the rumbling of the train on the tracks and the unique sounds of a cabin while traveling between Montreal and Toronto. Numerous sound effects punctuated and evoked the different landscapes that the train traverses. At the end of the experience, the calm voice of a conductor invited passengers to open their eyes and prepare for their arrival at their destination… and the next must-see match on the central court!