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Stella Artois readies Sensorium promotion
Belgian beer brand Stella Artois will conduct a promotion called "Sensorium" in Toronto from Sept. 10 to 27. Timed to coincide with the Toronto International Film Festival, the promotion will take the form of a dome in downtown Toronto that will surround consumers with a 360-degree video and audio presentation as they eat a five-course meal. Each course is intended to be inspired by one of the five senses. The dome will host two events per night, each consisting of 80 paying customers. A website in support of the initiative has been launched at <http://www.stellaartoissensorium.com>.
"We drew inspiration from Stella Artois' iconic chalice to bring Sensorium to life," said Todd Allen, global vice-president at Stella Artois. "Crafted with thought, care and intent, the chalice engages all five senses for a superior beer experience. Stella Artois' Sensorium is an original and completely reimagined dining experience that will do the same. Our goal is to wow guests with an evening that changes the way they think about dining. Toronto is the perfect city to launch this global experience as the city has a great deal of momentum and energy behind it. Diners here are discerning and always looking to try something new. We're looking forward to astonishing them."