Moment Factory

New media studio and specialized entertainment in design and production of multimedia environments


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CA Canada


About the project Edit

La Vitrine Culturelle is located in the heart of Montreal’s Quartier des Spectacles theatre district--an area known as a showcase for pioneering uses of multimedia technologies. After winning several awards for its interactive LED facade at La Vitrine’s former information centre at the Place-des-Arts, La Vitrine once again asked Moment Factory to push the boundaries of multimedia environments for their new and highly-visible location at the corner of Saint-Laurent and Sainte-Catherine. Moment Factory created an artistic installation that represents the effervescence of the city’s culture of design and innovation, while doubling as an informative and interactive medium.

People outside walking by the floor-to-ceiling windows of the new 2-22 building are naturally drawn to the bright, whimsical, tower-like sculpture that captures the convergence of the city’s creative talent and energy. A central column draws the visual energy up to curving horizontal strips that extend from the core, like swirling branches that embrace the visitor, reinforcing the feeling of eclectic exhilaration that defines the Quartier des Spectacles experience.


In what ways is this project unique and creative? Edit

With its objective to reinforce and attract attention to the Vitrine Culturelle’s new site located in the heart of Le Quartier des Spectacles in Montreal, Moment Factory wanted to create a work where form and function communicate the concept of cultural pole between physical and virtual that is Montreal. It is, therefore, a support for multimedia within a sculpture that completes the building’s post-modern main entrance hall.

What is the social value of this project? Edit

Designed by the Moment Factory team, the permanent installation presents the latest news on local cultural offerings as well as ambient creative content 24 hours a day, 7 days a week. Ccomplementing the structure are three interactive touch screens that allow visitors to interact with a map of Montreal and research cultural events by date, location or category. Detailed information on the activities can be sent to the visitor’s La Vitrine account and be shared by email or SMS. This promotes and facilitates ticket purchases.

What is the potential of this project to expand and develop? Edit

The entire multimedia installation is powered by X-Agora, Moment Factory's flagship experience management software which controls all media and content sources, ensuring a seamless integration of diverse content and managing interactivity within the displays. The software can also enable real-time interactivity with data coming from the users through their mobile devices and the web. This type of initiative promotes the use of new technologies in public areas that encourage passersby to appropriate the various spaces within their communities.

What was the triggering factor of this project? Edit

In 2009, Le Quartier des Spectacles invited the Moment Factory to create an interactive system with renewable cultural content to act as a window onto culture content and interactive games on the old Vitrine LED interface. Since their move to 2-22 in 2011, La Vitrine Culturelle asked Moment Factory to create this permanent interactive installation.

What is the business model of this project? Edit

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