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La Vitrine Culturelle digital display

Digital Displays, Entertainment

The legendary corner of Sainte-Catherine and Saint-Laurent is at the heart of Montréal’s Quartier des Spectacles, a district designed to be a center for entertainment and cultural events. The corner is now permanently illuminated by a multimedia façade created by Moment Factory for La Vitrine Culturelle, an arts and cultural organization housed in an avant-garde building known as “2-22.” The audacious architecture of 2-22—the brainchild of the Société de Développement Angus with Aedifica and Gilles Huot—inspired the creative team at Moment Factory to complement the building’s strong design. They created media-enhanced passageways along the exposed corridors on the building’s corner façade, using long, unconventional LED panels to display ambient artistic content, optical illusions and information about the cultural offerings of La Vitrine. Video content and lighting effects are controlled by X-Agora, Moment Factory’s own multimedia control and playback system. A true urban theater, the building will be animated 24 hours a day, 365 days a year, and has been made versatile enough to accommodate the various kinds of cultural programming that will emerge over the years.

Moment Factory (Montréal, Canada), production company; La Vitrine Culturelle, client.