5 Element Sales & Marketing, a sales agency that works with brands like Vantage Controls for representation in Canada and Sonance in Ontario, held its first-annual Momentum Unveiled event in Toronto on Thursday, May 1, 2025. The networking event was designed to bring together partners for “technology matchmaking.”
5 Element secured a private rented space within the The Rec Room in downtown Toronto to host its guests. There were 84 attending guests consisting of Ontario-based AV integrators and retailers from Chatham to Brockville along with manufacturer reps and members of the 5 Element team.
All registered attendees were given a number, marking where to start in a series of sessions at tabletop displays, curated by 5 Element’s luxury residential line card manufacturers. Participating brands included Colorbeam, Lucetta, DMF Lighting, WAC / AiSPiRe, MadVR, K-array, Josh.ai, Sonance, Screen Innovations, and Vantage.
Each brand representative brought products to demo and show and prepared a 10-12-minute pitch, with a focus on how they integrate technology with design. The idea was for every attendee to have the opportunity to meet face to face with reps from each brand, including both those they already do business with and those they don’t yet.
The sessions ran from 2:30 through 5:30 p.m. and the displays remained active through to 8 p.m. for guests who wanted to revisit a vendor and learn more. The event also included food, drinks, and plenty of friendly, casual conversation.
The goal of the event, says 5 Element, was to engage the company’s network of dealers with its luxury residential line card, and promote a professional relationship and collaboration in a meaningful but exciting manner. “We work heavily on the importance of relationships with our dealers and vendors,” says 5-Element, “and this was a way to showcase both of these in one venue versus the traditional hotel tabletop setting.”
Based in Woodstock, ON, 5 Element Sales & Marketing represents luxury technology products for both the residential and commercial markets. The sales agency places particular emphasis on offering dealers and integrators products that blend technology with design, satisfying the needs of discerning customers.
“After eight months of team planning, it was incredible to see our vision come to life,” says Nicole Fisher, Sales Specification Manager for 5 Element Sales & Marketing. “But it was even more rewarding watching our industry come together in this way.”
Based on feedback in the following days, attendees were pleased with how the event turned out. Keith Zeber, Vice President of Custom Integration and Scenic Sales at Lucetta, says the event “set the standard for a great event. Great location, venue, and super cool vibe. Every detail was covered, and having the integrator meet with every vendor/partner was great.”
“The format and space was perfect,” adds Trip Speight, Business Development, WAC / AiSPiRe.
Greg Niblett, Project Manager at Sound Designs, appreciated the “efficient 15-minute meeting schedule,” noting that it “made it a great event to absorb information, akin to speed dating for technology. I would definitely attend if another one happened next year!”
While this was the first Momentum Unveiled event 5 Element Sales & Marketing has held, the company says if the appetite from dealers and vendors is there, the company would happily re-create another one down the line with a different twist to “make it a meaningful and fun event.”
5 Element Sales & Marketing was founded in 2020 by industry veteran Paul MacAloney.