La Vitrine, St-Catherine and St-Laurent, Montreal’s Quartier des spectacles

La Vitrine culturelle

“2#22” light signature, Quartier des spectacles Montreal design by Moment Factory

Design: Moment Factory

Location: St-Catherine / St-Laurent, Montreal, Quebec, Canada

La Vitrine culturelle – Quartier des spectacles Montreal

Moment Factory Creates A Permanent Media Facade For La Vitrine Culturelle At The Heart Of Quartier Des Spectacles

La Vitrine culturelle Montreal
photo from Moment Factory

12 Nov 2013

La Vitrine culturelle Montreal

The legendary corner of St-Catherine and St-Laurent – at the heart of Montreal’s Quartier des spectacles – is now permanently illuminated by a Moment Factory multimedia facade. This new creation is an extension of the installation designed in 2012, and allows La Vitrine culturelle to display its light and information inside and out.

La Vitrine – Devanture du 2-22 from Moment Factory on Vimeo:
La Vitrine – Devanture du 2-22 from Moment Factory on Vimeo

Moment Factory transformed the exposed passageways on 3 !loors of the building’s corner facade to display ambient, artistic, and informative content about the cultural offerings of La Vitrine. In addition to these media enhanced passageways, which consist of very long unconventional LED panels, Moment Factory created a gigantic “2#22” light signature which provides a beacon at the heart of the Quartier des spectacles.

La Vitrine culturelle Montreal
photo from Moment Factory

Among the many features specially created for the 2#22 is “Urban Clock”, a capsule of sixty seconds that synchronizes all the visual components of the building every hour. The other atmospheric features are composed of various graphical effects that play with trompe l’oeil and optical illusion. The video content and the lighting effects are controlled by X#Agora, Moment Factory’s own multimedia control and playback system.

The audacious architecture of 2#22 – brainchild of Société de Développement Angus with Aedifica and Gilles Huot – inspired the creative team at Moment Factory to complement the building’s strong gesture. Like a real urban theater, the building will be animated 24 hours a day, 365 days a year days a year, and has been rendered versatile enough to accommodate all of the various kinds of cultural programming that will emerge over the years.

La Vitrine culturelle Montreal La Vitrine culturelle Montreal La Vitrine culturelle Montreal La Vitrine culturelle Montreal La Vitrine culturelle Montreal
photos from Moment Factory

Thanks to cutting-edge lighting technology, La Vitrine can now display state-of-the-art digital content and promote its cultural programming at street level, while generating an innovative urban media experience.

In February, 2012, La Vitrine inaugurated its new space and Moment Factory’s multimedia installation at 2#22. Situated at the legendary corner of St-Laurent and St-Catherine street, this building is now the hub of the Quartier des spectacles.

The collaboration with La Vitrine culturelle began in 2009, when Moment Factory was asked to create an interactive façade for the former St-Catherine street address of La Vitrine culturelle.

La Vitrine culturelle Montreal La Vitrine culturelle Montreal La Vitrine culturelle Montreal La Vitrine culturelle Montreal
photos from Moment Factory

La Vitrine Montreal – Building Information

Client: La Vitrine culturelle
Conception and production: Moment Factory
Architecture: Aedifica et Gilles Huot
Equipment: Pledco
Installation: Solotech


Moment Factory is a new media and entertainment studio specializing in the conception and production of multimedia environments combining video, lighting, architecture, sound and special e”ects to create remarkable experiences. With over 300 achievements since its inception in 2001, Moment Factory has developed a unique methodology in the production of multimedia experiences. Productions span the globe and include such clients as Cirque du Soleil, Disney, the NFL, Madonna, JayZ, Sony Pictures, Microsoft, Euronews, the Atlantic City Alliance, the City of Barcelona and the Los Angeles International Airport.

La Vitrine culturelle Montreal images / information from Moment Factory

Location:St-Catherine and St-Laurent, Montréal, Quebec, Canada

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