YellowHouse has brought to life the Canadian Media Directors’ Council (CMDC) annual conference for many years, where the who’s who of media mingle, learn, connect and hear about emerging industry trends. Each year we were asked to make it different, more leading edge and top the previous year!. We housed the event for a few years in the Bell TIFF Lightbox, turning a movie theatre space into an interesting and interactive conference experience to rave reviews. Then came the challenge to refresh it again, to make it more intimate, more conversational, wellness-focused and unique. We moved it to The Telus Centre for Performance and Learning (Koerner Hall). We brought in living walls, a yoga and mediation kickoff, insightful speakers and lively debates on the changing media landscape. We added interactive sponsor pop-ups, wellness breaks, live entertainment, more networking opportunities and more fresh and gourmet food options. We up-leveled the overall experience and we made it both visually beautiful and mentally stimulating.