In January 2005, the Quartier des Spectacles Partnership of Montreal, an organization of area stakeholders dedicated to promoting Montreal’s cultural district, took on an ambitious urban-branding project: creating a cohesive identity for the 20 cultural venues and two public squares that make up the area. With art direction by branding experts Ruedi Baur and Jean Beaudoin, of Integral, the solution is a stunning architectural light show dubbed the Luminous Pathway.
The Pathway comprises a double row of illuminated red circles (four-headed LED fixtures mounted on adjacent buildings) that lead pedestrians from place to place. The color is a nod to the area’s reputation as a former red-light district. Vivid LED systems on venue facades indicate what’s happening, when.