POP! by Gentilhomme at Luminothérapie

Press release | For immediate release

Montreal, November 5, 2019 – For the 10th annual edition of Luminothérapie, the Quartier des Spectacles Partnership invites Montrealers and visitors to immerse themselves in the world of the POP! gang. From November 28, 2019 to January 26, 2020, we are marking Luminothérapie’s first decade with an astonishing interactive installation by Montreal creative studio Gentilhomme. Come out for a celebration full of amazing surprises, music and dancing!

Come party with the POP! gang

In the middle of Place des Festivals stand five enigmatic monoliths, in which POPO, POPUP, POPLI, POPETTE and POPOTIN are enclosed. These fantastical creatures love to party! Set them free by calling out to them, talking to them, or even singing. As you encourage one to show itself, watch the monolith get brighter and brighter until it opens to release a creature who’s ready to put on a show. The POP! gang also has a special surprise for you – explore the installation to discover it. Plus, look up toward UQAM’s Pavillon Président-Kennedy and you’ll see an architectural projection starring the whole creatures of POP!.

Although funny and irreverent – Gentilhomme signatures – the installation’s simple, playful approach has subtle depth, with several tributes to popular culture and winter folklore. Over the centuries, we have found comfort, hope and joy by gathering and celebrating to get through harsh, dark winters. The colourful and original POP! creatures are ready for a joyous, liberating winter ritual at this year’s Luminothérapie!


This year, Place des Festivals includes a rest area in POP! colours, with a carnival atmosphere. It will include spaces for relaxing and a few fun games for all ages.

10 years of celebration and warmth, at home and abroad

Luminothérapie is Quebec’s biggest competition for temporary public installations. In each of the last 10 years, it has presented an original and captivating interactive experience in the Quartier des Spectacles, with a major installation in Place des Festivals accompanied by an architectural projection.

The installations created for Luminothérapie are seen around the world. Since 2016, six of them have been exhibited on 77 occasions in more than 35 cities, including New York, London, Brussels, Jerusalem, Lugano, Toronto, Chicago and Washington.


“For the last 10 years, Luminothérapie has brought colour and lit up our winter. The POP! installation promises to delight people once again, while showcasing Montreal’s immense pool of creative skill. I invite all Montrealers to embrace the winter and enjoy everything that Luminothérapie and the Quartier des Spectacles have to offer.” Valérie Plante, Mayor of Montreal

“It has already been 10 years since the first Luminothérapie! The event has become an essential activity for our wintertime visits to the Quartier des Spectacles, and it is also a springboard for numerous artists. Each year, the experience is renewed, and each edition is as bold as the last. These installations have a universal and unifying character that allows them to delight thousands of people all over the world.” Monique Simard, chair, Quartier des Spectacles Partnership board of directors


Thursday, November 28, 5 to 7:30 p.m.
Place des Festivals
Free and open to all
Come meet the installation’s creators!

Music by DJ Radiant Baby, beverage service available ($), plus free delicious treats typical of carnivals.


Place des Festivals
Thursday to Saturday: noon to 11 p.m.
Sunday to Wednesday: noon to 10 p.m.

Architectural projection
Pavillon Président-Kennedy at UQAM
Daily from nightfall to midnight.
Facebook event


Gentilhomme is a multidisciplinary creative studio specializing in the creation, direction and production of interactive films, experiences and installations that capture the imagination and captivate audiences. The multi-award-winning studio has created projects around the world, earning international recognition.

To get to know the entire project creation team, please see the POP! press kit.


Luminothérapie is Quebec’s largest competition for temporary public art installations. Each year, Luminothérapie presents an original, interactive and captivating winter experience in Montreal’s Quartier des Spectacles with a major installation in Place des Festivals. Luminothérapie seeks to spur creativity in the design of urban installations and digital art. Several cultural districts around the world have shown interest in its interactive art installations created for public spaces by local artists and creators. Since 2016, six works created for Luminothérapie and the Quartier des Spectacles have travelled to more than 35 cities across Canada and around the world.

To learn more about the competition and previous years’ winners, see the Luminothérapie press kit.


The Quartier des Spectacles is Montreal’s cultural heart, boasting North America’s greatest concentration and variety of cultural venues. The district is the year-round host to countless festivals and events, many of which include free outdoor shows and activities. The Quartier hosts innovative urban installations featuring cutting-edge lighting design, immersive environments and interactive digital spaces. Year round, the Quartier presents artistic video projections on building façades. The Quartier des Spectacles is also a showcase for new multimedia technology, making Montreal a global leader in the urban exhibition of digital content.

The Quartier des Spectacles Partnership, founded in 2003, is a non-profit organization with more than 80 members active in the district. It is responsible for animating the Quartier des Spectacles by programming cultural activities, managing and animating public spaces, providing distinctive illumination and promoting the Quartier as a must-visit cultural destination. The Partnership is supported by the Ville de Montréal.

For more information, visit

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Please include full photo credits.

To learn more about the competition and previous years’ winners, see the Luminothérapie press kit.


Marie Lamoureux | | 514 923-6772