To celebrate Dreamworld—the limited-edition sparkling beverage from Coca-Cola Creations that emphasised the surreal, the imaginary, and the otherworldly—Eat It Up Media partnered with Kinetic and EssenceMediacom to create an immersive month-long experience that brought the Dreamworld ethos into a stunning physical environment.
Launched on the night of Toronto’s Nuit Blanche 2022, EIUM transformed a vacant retail storefront into a 360-degree projection space that incorporated floor-to-ceiling mapping, custom visuals inspired by existing Dreamworld branding and a custom soundscape that invited participants to enter into a dazzling new universe.
Located in the heart of Toronto’s downtown core (and at the centre of Nuit Blanche), the experience saw lineups stretching along the length of Yonge Street during the festival, with thousands of additional participants entering the Dreamworld Experience throughout the month.
