Those swanky digital renderings of TIFFGroup's forthcoming new home and headquarters at King and John now have a name, and that name is "Bell Lightbox."

Piers Handling, director and CEO of TIFFGroup, made the announcement today. While the brand gurus are heaping praise on how the name acknowledges TIFFGroup's "special" (and lucrative) relationship with Bell, the Lightbox component is meant to conjure "the dynamic and powerful energy contained within every theatre, monitor and new media that displays the moving image." Pretentiously meaningful and confusingly nondescript at the same time: some marketing wizard had better have been paid out the nose for this one.

The requisite web site, belllightbox.ca (watch those L's, they can get away from you when you're typing), has launched to support the announcement. The building design, by Kuwabara Payne McKenna Blumberg (KPMB), will be discussed at a panel on September 13th at 5:00 at the Cumberland Cinema, followed by a screening of Chris Marker's terrific 1964 film, La Jetee.