FIRST STEPS

In January 2005, the Quartier des spectacles Partnership organized a competition for interdisciplinary teams to develop an identity for the Quartier des spectacles.

After a professional workshop held in February 2005, the jury selected a team including Intégral Ruedi Baur Zürich and Intégral Jean Beaudoin Montréal.

CONCEPT

The concept for the visual and territorial identity of the Quartier des spectacles allows unique qualities of this Montreal cultural destination, and the events that enliven it, to be expressed in a coherent and distinctive way. The deployment of this identity across the neighbourhood will ensure the comprehensive development of the urban landscape of the Quartier des spectacles.

The Quartier des spectacles is a destination that is rich in cultural assets, one that is perpetually shifting. It metamorphoses with the progression of the seasons and its events, both small and large. Its space constantly transforms itself, moving between night and day, calm and crowd, underground and outdoors.

The five components of the visual identity are inspired by the very nature of the neighbourhood: area as a canvas, Sainte-Catherine Street as a foundation, performance spaces as signposts, north-south connections as extensions outward, and the rhythms of performances as impulsions of light.

By using lighting to highlight nighttime performances, it is possible to modulate the hierarchy of public spaces. This permits the harmonious cohabitation of the business world, the life of the neighbourhood and cultural events. Such a strategy ensures a place for, and moments to express, each of the neighbourhood's functions.

DEPLOYMENT STRATEGY

The visual identity uses different media to describe major events and places, as well as the destination itself. It serves as a foundation for all the projects of the Quartier des spectacles. The identity is defined by the neighbourhood name, its logo and graphical elements used for information and communication materials.

The action plan of the Partnership anticipates the deployment of the visual identity via the following actions:

•  The lighting plan (pilot project underway)
•  The development of a strong signage system
•  Distinctive urban furniture