Thursday, 5 October 2017

Quartier Des Spectacles Branding by lg2 Boutique

Nice bright branding for Quartier des spectacles designed by lg2 boutique.
As part of Montreal’s 375th anniversary, the Quartier des spectacles has transformed urban walking with KM3 (pronounced “kilometre cube”), a major interactive public art event, being held until October 15. Thanks to a predominantly digital integrated campaign developed by lg2, the public is invited to rediscover the cultural heart of the city by exploring over 20 works as well as several festive events imagined by some 30 artists, featured in public spaces, on building façades and in underused sites. “We had to come up with a brand strategy that did justice to the pathway’s scale,” explained Nicolas Baldovini, Director, Digital Experience and Design, at lg2. “The colours, vitality and flexibility of the visual identity use surprise as a conduit to discovery. The advertising executions are reminiscent of a larger-than-life concept – the power of 3 – in all media buys. The complete digital experience allows users to discover and better understand the different works in KM3 by locating them within the space itself. Instead of presenting the works in a traditional manner through the website, we put them on an interactive map to showcase the project in a more powerful way.”

“The dynamic campaign by lg2 encourages the public to engage with the pathway. The agency crafted an identity that perfectly reflects the event’s spirit and the original experiences offered by the immersive, interactive, participatory or contemplative works, created specially for Montreal as part of KM3,” added Alexandra Maier, Marketing and Communication Manager, Quartier des Spectacles Partnership. KM3 is an initiative of the Quartier des Spectacles Partnership and is one of the Quebec government’s gifts to the City of Montreal on the occasion of its 375th anniversary. For more information, visit

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