Democratizing Montreal's Street Art Scene

TL;DR

Montreal is famous for its vibrant street art, but the penalties for spray painting can be steep. In the heart of Montreal’s downtown arts district, Quartier Des Spectacles, public performances draw crowds and boost tourism. Despite visually pleasing projections on building sides, these installations often go unnoticed. Piccles was able to pilot a partnership with programming director Jozef Fleury-Berthiaume as he set out to transform these passive projections into interactive experiences.

The Challenge

The goal was to make the static, passive projections on the sides of buildings more engaging and interactive, turning them into something that would capture the attention of tourists, commuters, and locals alike.

The Piccles Activation

Piccles integrated its interactive drawing technology into the heart of the Quartier Des Spectacles downtown Montreal entertainment district. Projectors beamed participants' drawings onto the sides of buildings, inviting everyone to leave their mark without fear of penalties. This novel approach transformed the space into a dynamic canvas open to all.

Engagement and Unexpected Conversations

The activation quickly drew a diverse crowd—tourists, commuters, locals, and even police officers stopped to participate. What began as a simple act of drawing on a public canvas evolved into something deeper. Participants stayed to explain their drawings, sparking conversations and connections among strangers. This tiny bit of vulnerability in sharing their art created a safe space where people wanted to continue engaging.

Impact and Results

The outcome was remarkable. On a bitterly cold November evening, over 150 people braved the chill over 3 hours to engage with the interactive installation. The streets were alive with people dancing and posing in front of their creations, turning the event into a spontaneous celebration of art and community. Additionally, over 250 drawings were collected, which were also reviewed as pieces of qualitative data, providing a visual understanding of the people of Montreal.

Conclusion

Piccles' collaboration with Quartier Des Spectacles transformed passive projections into a hub of interaction and creativity, demonstrating how Piccles can engage communities in any environment. By allowing people to safely and creatively express themselves, Piccles not only captured attention but also fostered connections and conversations, making Montreal's arts district even more vibrant and inclusive.