Event Recap: Bud Light Presents Sensation

With the recent announcement of Sensation, the world’s leading dance event, coming to Toronto’s Rogers Centre and expecting more than 30,000 fans on June 1, 2013, Montreal held an exclusive launch party organized by Mosaic at the chic Loft Hotel to release the details of when, where and how to get tickets.

Since its inception in the Netherlands in 2000, Sensation has taken the global house music scene by storm. More than 70 shows in over 20 countries have attracted more than one million attendees with premier DJs – and now it is time for Canada to host this amazing event.

The Loft Hotel felt like a white-clad aquarium with the central Bud Light Bar being host to models dressed as mermaids, a gigantic seashell sitting as their backdrop. The rest of the space was decked out in white and the blue light reflecting across the room made the atmosphere more dreamy. It was ideally set up for the Sensation White Canada theme, ‘The Ocean of White’.

Michael Hekking, Commercial Director of Sensation, was in attendance, as was Bud Light Brand Director Todd Allen. After a bit of socializing amongst the invited guests and media, both of them took the stage to fill guests in on the highly awaited Sensation White and showcased the official trailer showing us a glimpse of what we can all experience. “Expect the unbelievable, it’s not just about the DJs, it’s about an experience, about the music, about the culture, the pyrotechnics, the lighting…it’s a fully immersive experience,” said Todd.

“Everyone feels like a VIP at Sensation, everyone dressed in white keeps this unique feeling of unity,” added Michael. Miles Stutterheim, brother of Sensation founder Duncan Stutterheim and a close friend of the Sensation crew, died in a car accident in 2001. All visitors were informally asked to dress in white for that year’s show and more than 80% of the visitors adhered to this tribute. This marked the birth of the well-known Sensation dress code as we know it today.

Once the speeches were over, a special guest was brought on stage, the one and only Mr. White, who has played at Sensation White since its very beginning. He provided dance beats for the rest of the night, getting even the shyest of us to dance around the stage with our Bud Light bottles.

Of course with a glam party like this, there was no shortage of yummy food provided by Montreal’s Miss Pret-A-Manger, serving delicious tuna in sesame crust and running a busy oyster bar. Guests were seen drinking Bud Light like it was going out of style and rightfully so – the taste is as smooth as it gets!

Tickets will go on sale on Friday, March 8th at 10 a.m. EDT at www.sensation.com, but we were also informed that there is a limited number of tickets available through a pre-sale code and they will be allotted solely on a first come, first serve basis. Here are the details for this exclusive promo code:

Pre-sale URL: www.ticketmaster.ca/budlightsensation
Pre-Sale Dates: Tuesday, March 5 – Thursday, March 7 at 10pm.
Password: LIGHTITUP 

Light it up, Canada! See you all there.

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