A Night of Dialogue and Elegance: Inside Softchoice’s Executive Event at King & Bay

Setting the Stage for Executive-Level Engagement

When Softchoice gathered its Executive Leadership Team and six Diamond Partners—including Microsoft, Google, VMware, Lenovo, AWS, and Cisco—for an exclusive evening in Toronto, they needed a venue that could deliver more than just space. They needed an environment that fostered strategic conversations, built deeper relationships, and left a lasting impression.

Enter the King & Bay Lounge, a 25th-floor private venue overlooking the Toronto skyline, known for hosting executive level events that combine speaker panels, networking, and custom tailored gifting in a single, seamless experience.

The evening kicked off with a warm welcome: guests were checked in by a hostess, coats and bags taken care of, and cocktails in hand by 4:30PM. The first half-hour of facilitated dialogue set the tone for deeper conversations around New Customer Acquisition—a theme that echoed through the rest of the evening.

A Custom Experience Designed to Build Deeper Relationships

One of the most unique—and strategic—elements of the evening was how the custom clothing experience was designed. Rather than sending guests in one at a time, we intentionally grouped attendees in pairs or small trios. This seemingly simple format unlocked a rare level of interaction: it created space for executive-level Softchoice leaders to engage directly with their Diamond Partner counterparts in a more relaxed, human setting.

As they selected shirt fabrics, discussed monogramming options, or debated denim cuts, these senior leaders weren't just creating custom garments—they were creating shared memories. It transformed a professional touchpoint into a personal connection. Instead of a standard networking session, this was a moment of co-creation—a space where conversations naturally shifted between business strategy and personal style.

This structure facilitated genuine, unforced dialogue—allowing each executive to get to know the individual behind the title, strengthening trust and camaraderie in a way that traditional event formats rarely accomplish. It was this balance of professional intention and personal authenticity that made the evening so powerful—and why the experience continues to resonate well beyond the event itself.

Exceptional Food, Beverage & Atmosphere

Guests enjoyed a premium open bar with expert bartenders and an elevated menu of passed hors d’oeuvres, including honey ricotta toast, lamb chops, and steak tartare. To elevate the evening even further, a professional wine tasting by a certified sommelier from Pearl Morissette—a Canadian winery known for its Michelin-starred restaurant—added another layer of sophistication.

Held in a sleek, private space 25 floors above the city, the event offered views as impressive as the experience itself. From the check-in process to the last sip of wine, it was a night of elegance, insight, and intention.