Luminato Festival

Call for Submissions: Add a little colour to the city with An Imaginary Rose Garden


Luminato Festival and Lancôme Canada invite Canadians to add a little colour to the city by combining natural beauty and technology in An Imaginary Rose Garden, a digital project that will animate Luminato’s Festival Hub and Garden of Light at David Pecaut Square (55 John St.) from June 19 to 28. An Imaginary Rose Garden blends real and digital roses together in an immersive romantic environment. The interplay of fragrant, scented blooms with submitted photos of roses creates an interactive, sensory experience for visitors to the Festival Hub. It’s the perfect place to duck away from the crowd and steal a smooch!

The installation is part of the Festival Hub’s Garden of Light, set to transform the downtown core into a lush, urban garden for 10 days this June. An Imaginary Rose Garden was created in partnership with Lancôme Canada, and is a collaboration between Tyler Sammy (technical director,, Lisa Collins (floral designer, Sweet Woodruff), Natasa Kajganic and Natalie Petozzi (producers, Toronto Flower Market), and Luminato Festival.

Call for Submissions: #80Roses

From May 1 to May 28, Canadians are encouraged to snap and share a photo capturing the beauty of a blooming rosebud. Plant your own or take pictures of your favourite neighbourhood garden, then submit your image with a note or photo caption telling us why it is beautiful to you via Luminato Festival’s social media channels with the hashtag #80roses.

How to Participate

  • Capture a photo of a rose (planted by you, or that is growing in your community!)
  • Enter by posting the image via Facebook, Twitter or Instagram, along with a photo caption, with the hashtag #80roses. Submitted images must be high quality JPEGs in RGB colour with a minimum dpi of 72.
  • Photos must be submitted for consideration between May 1 and May 28 (11:59 p.m. EST)
  • All submitted photos will be hidden on the contest app until the 80 selected images are unveiled on June 4.

Judging Process

From May 28 to June 3, a team of beauty bloggers will hand pick 80 images to be used to bring this digital installation to life. The number 80 is inspired by Lancôme Canada, celebrating 80 years of effortless beauty at this year’s Luminato Festival.

Vote to Win!

From June 4 – 11, the selected 80 images will be displayed via the contest app on Luminato Festival’s Facebook page, where Canadians can view and vote for their favourite. The photographer of the photo with the most votes by June 11 at 11:59 p.m. EST will receive a Luminato Festival and Lancôme Canada VIP experience and gift, valued at $1,300.

Please visit for more details on rules and conditions regarding the contest.

Tickets for the 2015 Luminato Festival are now on sale and can be purchased 24/7 at or by calling the Luminato Festival Box Office at 416-368-4849 from 10 a.m. to 5 p.m., Monday to Friday. Ticket savings are available for youth (18 and under)/students, arts workers and groups (10+), or by bundling four or more events in a ticket package. For full ticketing details, dates, times and prices, please visit

Additional Luminato Festival programming details can be found at

For hi-res images, interview requests, or more information about the 2015 Luminato Festival, please contact: Ashley Ballantyne at or 416.368.3100 x242.

Luminato Festival and Lancôme Canada present
An Imaginary Rose Garden
Festival Hub, David Pecaut Square
Official project hashtag: #80roses

ABOUT Lancôme Canada’s 80 Years of Beauty Campaign

Founded in 1935 by Armand Petitjean, visionary and lover of French elegance and women, Lancôme is the brand of women. Today more than ever, ultra-femininity, emotion, joie-de-vivre, happiness and beauty are at the very heart of Lancôme’ s DNA. A spirit that asserts itself through the most beautiful, the most optimistic mission: that every woman who comes to Lancôme to be more beautiful, always leaves happier. This year, Lancôme celebrates 80 years of beauty. “Above all, we wanted this celebration to be a moment of joy,” states Françoise Lehmann, Lancôme’s General Manager. “Because – for Lancôme – beauty goes hand in hand with happiness. So it’s a birthday in the form of a celebration, which will reaffirm the brand’s greatest ambition: making women’s lives more beautiful with Lancôme!”

ABOUT Toronto Flower Market

The Toronto Flower Market was founded by Natasa Kajganic in May 2013. Inspired by a visit to London’s Columbia Road, Kajganic created Toronto’s first outdoor flower market with a mandate to raising awareness about locally grown flower varieties and greenhouses. Visitors can shop the stalls of high-quality, affordable flowers while interacting directly with local growers and florists. Toronto Flower Market takes place the second Saturday of each month, from May until October at 659 Queen Street East. The first market kicks off on Mother’s Day weekend, running from 10 a.m. to 3 p.m. on Saturday, May 9.

ABOUT Luminato Festival

Luminato Festival is Toronto’s international multi-arts festival for people open to having art change their outlook on the world. For 10 days each June, Luminato Festival transforms Toronto’s theatres, parks and public spaces with hundreds of events celebrating theatre, dance, music, literature, food, visual arts, magic, film, and more.

Luminato Festival is a charitable, not-for-profit, cultural organization whose vision is to commission and present significant local, national, and international programming that reflects Toronto as a crossroads of ideas, cultures and traditions. Now in its 9th year, Luminato Festival has become one of North America’s leading arts festivals. The Luminato Festival runs June 19 to 28, 2015.

Luminato Festival gratefully acknowledges the generous support and vision of its Founding Luminaries, SuperNova donors, and Patron Circle Members. Luminato Festival also proudly acknowledges the support of its Founding Government Partner the Province of Ontario as well as the following partners:

Major Partners: Government of Canada, L’Oréal Canada
Presenting Partners: City of Toronto, CIBC
Program and Official Partners: BMO, Manulife, Slaight Music, Mill Street Brewery, OLG, President’s Choice black label Collection
Major Media Partners: Toronto Star, Bell Media, The Globe and Mail
Marketing Partners: Classical 96.3 FM and AM740, Air Canada Centre, CBC
Government Partner: Ontario Arts Council
Corporate Supporters: Aimia, Barefoot Wine & Bubbly, The Boston Consulting Group, glaceau smartwater, glaceau vitaminwater, Janet Rosenberg & Studio, Next Pathway Inc., Stikeman Elliott LLP


Melissa Augimeri
416 532 9035