Picture perfect and fashion forward: NKPR partners with legendary photographer Patrick Demarchelier for debut of IT Lounge Portrait Studio

Agency kicks off film festival with unprecedented blend of photography and glamour

TORONTO, Aug. 24, 2012 /CNW/ - With the imminent arrival of the film festival and the transformation of Toronto's streets into scenes of glamour and spectacle, NKPR redefines its annual IT Lounge hot spot.

NKPR IT Lounge Portrait Studio Presenting Patrick Demarchelier brought to you by RW&CO.
This year's IT Lounge, held from September 6 to 9, includes an exclusive portrait studio featuring one of the world's most acclaimed fashion and beauty photographers, Patrick Demarchelier. In collaboration with leading clothing retailer RW&CO. and additional partners, the portrait studio is sure to be the most sartorially focused IT Lounge to date.

"For NKPR, this is a natural progression and integration of our love for photography and fashion during one of the most exciting times of the year," says NKPR founder and president Natasha Koifman. "With Mr. Demarchelier at the helm of the portrait studio, we have the unprecedented opportunity to significantly evolve the concept of the IT Lounge."

In addition to Demarchelier, NKPR extends the "photo call" by inviting some Canada's most established fashion, beauty and cultural influencers to contribute their talent to the portrait studio. IT Lounge guests will have a chance to be Coveteur'd in a space curated by stylists Erin Kleinberg and Stephanie Mark. Dustin Rabin, known for photographing the likes of Dave Grohl, Jay-Z, Paul McCartney, Dita Von Teese and Richard Branson, will turn his lens to star IT Lounge guests. A selection of these one-of-a-kind portraits will be available exclusively in the limited edition IT Lounge print and online magazine.

Style Snapshot: Who's Who of the IT Lounge
Having attracted style leaders such as Catherine Deneuve, Olivia Wilde, Ryan Gosling, AnnaLynne McCord and more, the IT Lounge is known for featuring the latest in Canadian and international fashion and beauty. With RW&CO.'s pop up boutique, lia sophia's Red Carpet Collection and Tweezerman's grooming stations, stars will have everything they need to get picture perfect. Central Image Agency will capture the behind-the-scenes action from talent playing video games provided by STiKS to sampling beverages from bottlegreen and AquaHydrate.

Recharge in a Flash: Refueling Centre for a Sustainable Future
IT Lounge guests will have the opportunity to recharge, refuel, and relax at the Refuelling Station sponsored by Grain Farmers of Ontario and Great Lakes Biodiesel. Visitors will recharge with delicious food products made with Ontario's finest grains, learn about how vehicles can be refuelled with ethanol or biodiesel produced sustainably with local grain, and relax on our environmentally conscious furniture also made with grain.

Kandy for a Cause: Sweets that Make a Difference
NKPR and the IT Lounge continue the tradition of charitable giving with Kandy with a K—an online candy boutique created by NKPR in May 2012 to raise funds for ten different causes (www.kandywithak.net). For every talent that sits for a portrait, dollars will be donated to Kandy with a K. Through their participation in the IT Lounge, partners will support fundraising and awareness efforts for Kandy with a K's roster of charities, which include: Artists for Peace and Justice, At My Best, Big Brothers Big Sisters, Boys and Girls Clubs of Canada, Camp Oochigeas, Can Fund, Girls on the Run, Musicounts, Partners for Mental Health, and Paws for the Cause. Each day during the film festival, one of the ten affiliated charities will be selected and the proceeds collected during that time will benefit the chosen organization.

Let's Get Social: Follow-for-a-Cause
Following the incredible success, NKPR's Follow-for-a-Cause campaign will continue to use social media to raise awareness and funds for IT Lounge charitable partner, Kandy with a K, through an innovative, celebrity-supported social media push. Funds will be donated from NKPR for each new Twitter follower and Facebook fan received during the campaign. Each of the ten days of film festival will highlight one of the ten Kandy with a K charities. With funds being donated for retweets and shares, current followers will also be able to contribute. Visit @natashnkpr for further details.

Be sure to visit NKPR's microsite (itlounge.nkpr.net) which will track fundraising efforts, keep you posted on the latest news from the red carpets, and feature exclusive IT Lounge images and updates from NKPR's social networks. Whether it's the IT Lounge headquarters at 312 Adelaide Street West downtown, the buzzing bar at La Société, star sightings at the A-list staple Hazleton Hotel in Bloor-Yorkville, or the most dazzling looks on the red carpet, NKPR will provide exclusive images and up-to-the-minute, insider access on Twitter at @natashnkpr and www.nkpr.net

SOURCE: NKPR

Lauren Rivietz | [email protected] | 416.365.3630 x230 Rebecca Kogon | [email protected] | 416.365.3630 x236 | [email protected] | 416.365.3630 x237