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How Fast Can The Retail Industry Adapt To The Challenges Of The New Normal | MASSIVart

How Fast Can The Retail Industry Adapt To The Challenges Of The New Normal

By Alejandro Cardoso – Global CEO, MASSIVart

The retail industry will have to quickly adapt and evolve in order to remain current. Retail analysts, retail space owners and operators along with academics around the world, are getting e-together to discuss the future of brick and mortar retail and how to cope with the huge challenges this industry will face.


We, at Massivart, have been able to participate in several recent forums as well as discussion with our real estate development and retail clients. Here are some thoughts we have and have seen emerging in the industry.

Covid-19 has already forced shopping centers and stores to implement sanitary measures. They will stay with us for a while so we better get used to wearing a mask, have our body temperature checked and our shoes sprayed with chlorine solutions to be able to walk into a mall or store.


The challenge now is how to make the experience less stressful and more enjoyable, given these sometimes uncomfortable sanitary protocol conditions.


It is perhaps time to rethink how shopping centres function. How can they be redesigned to meet today’s way of living. such as green spaces, secure environments, well equipped working areas, beautiful (or at least nicely designed) social and eating areas, plus all the stores. We have helped some of our Clients to evolve in this direction and gain prominence and awareness that then translates into traffic that creates a great shopping experience, which is the ultimate goal of our services.

But when we refer to the experience, we mean the whole sensorial and perceived shopping experience, not only the decor or promotions.


And we mean all the factors that surround a shopping experience, which now includes the known sanitary measures. And for that, we mean on line service, merchandise pick up or home delivery, in store service, window display, in store decor, promotions and cultural programs as ways to attract and please shoppers. Every touch point, online and offline will count. Every interaction between a customer and the retailer will count, no matter how small it might look or sound. Retailers must aim at a ZERO DEFECT shopping experience. That means no flaws, no service errors and an improved shopping space for shoppers to feel safe and rewarded as they enter the retail space and walk through the now ample store aisles.

The shopping experience will remain dual: online & offline. While COVID19 forced former non online users to start shopping online, the physical shopping experience can not be replaced by the online only experience. Shoppers, beyond online shopping, want to be attended by a human being a place where you are physically seeing, not only listening over the phone or on a chat on your computer. People love to go to the shopping centres or stores because it is – or must be – entertaining and self fulfilling. The physical shopping process is fun and despite the technological progress, with virtual dressing rooms and AR technologies (Ie: Gucci, Uniqlo, Inditex, Ralph Lauren to name a few) the shopping experience will never be 100% replaced by online shopping.

With the global trend of residential living space becoming smaller, young couples and families will tend to look for a space to feel free, liberated from a constrained home space and have fun in a secure manner. That’s where THE SHOPPING CENTRE model falls in and makes sense.

While in some countries the consumer behavior was to go to a store and go back home, so you just have one opportunity to make them happy at your store, in many other countries – and this trend is growing – going to a mall could be a full day of activities including eating at a high end restaurant, going to the movies, even an amusement park and of course shopping at multiple stores, all within one space. Going to a shopping centre in some Latin American countries and some cities in the USA, could be a full family day. We believe that this trend will soon be embraced by many countries around the world.

So what do retailers must do when COVID 19 allows consumers to go back to the retail stores and shopping centres? How to attract those customers and offer them a great shopping and entertainment experience?


Here some ideas and marketing principles to consider:

    • As permanent working space developments might also suffer from the behavioral changes driven by COVID, designing communal working spaces inside the shopping centers is an area to explore.


    • Imagining and designing beautiful rooftops is a global trend, Shopping Centers have a unique opportunity to re-design their roof and make them green, sustainable and thus being able to appeal to younger audiences.


    • Online services must be aligned with the offline experience. Now more than ever retailers will have to synchronize both worlds: online & offline. As a result, several changes and adaptations in the service must occur. Here are some to them:
      – Procurement departments and the back house processes end must be prepared to have just in time inventories to optimize margins.
      – Home delivery and pick up services must be out in place.
      – Parking spaces might be repurposed and go through a pick up area and also a face lift improvement process as consumers will spend more time at parking spaces picking up merchandise. Embellishment of parking spaces can make your customers happy while waiting in line to pick up.
      – At the sales floor inside the stores, there will be several structural changes, for sure. Potentially even a reduction of sales personnel as safe distance will be an issue and lots of sales reps might be perceived as not safe. However we believe that personal shopping services might grow as a customer would like to have all the merchandise at her/his disposal but interacting with just one person.


    • As a result some types of technology might take over some service process such as Voice Recognition devices, virtual reality dressing rooms and touch less screens and intelligent video to assist the shopper with ideas, promotions and suggestions. Alibaba is trying to develop VR lenses so the customer might feel they are walking the aisles but actually be seated somewhere else. So everyone is experimenting. In summary, technology, especially AI, will become gradually more used and more important to analyze and predict the shoppers desires, merchandise must be sought after and even looked at (Ie: Ebay’s Retail Associate Platform) to be able to decipher the customer’s new shopping patterns.


    • Build new revenue lines. More than ever, attracting customers will be key to the retail industry. So in order to become a hot ticket in town, Shopping Centers must find ways of innovating and entertaining audiences in an effort to sell more products and services available at their mall. One way, being the use of vacant floor space by creating immersive art experiences that will not only attract shoppers but also create new revenue lines, as retailers could charge for the entrance to high level art shows (digital art, new media, immersive installations, etc.) all this without costing the benefit of creating incremental traffic in the mall/stores.


    • The retail industry must engage on a commercial cultural crusade to support artists and incorporate into their daily activities, cultural programs that will not only attract shoppers and the media, but provide a cultural output to the community where they operate, that can create a virtuous cycle of culture, entertainment and commercial results by helping the art community and enlightening the society.


    In a world where space will be offered the challenges that the retail industry faces are huge, but with a strategic mind and outstanding creativity, we at MASSIVart believe that offline retail will come back strong and we are here to help retailers capitalize on the upcoming market opportunities with art and technology enhanced brand experiences.


Photo 1 – Leandro Erlich, Le Nœud Mécanique © Gabriel de la Chapelle
Photo 2 – Chiharu Shiota, Memory of the Ocean © Gabriel de la Chapelle
Photo 4 – CYRCLE, Present Futurism: Space is Everything © Lune Rouge & LNDMRK
Alice: Curator By Day, Artist By Night | MASSIVart

Alice: Curator By Day, Artist By Night

Every month, we spotlight one of our amazing team members! We open the floor so that they can express themselves, share their passions and unique skills… Today it’s Alice’s turn!

Alice has been part of the MASSIVart team since 2018, first as artistic director of the Chromatic festival and now as artistic consultant and a curator of the agency’s projects.

A valuable member of our creative team, she is also an inspiring artist. We wanted to give her carte blanche to talk about her background and artistic approach, and showcase her work.



Alice Pouzet - At Home #1

After obtaining my master’s degree at the Ecole Supérieure d’Art de Clermont Métropole, in France, I initiated, with 10 other artists and friends, the creation of the venue La Cabine. This place thought as a collective workshop and exhibition space allowed me during two years to deepen my practice and to curate different exhibitions and events.

During the year 2015 I took part in several exhibitions including Les Enfants du Sabbat 16 at the art center Creux de L’enfer in Thiers, France and S’allonger sur une ombre, at Home Alone in Clermont-Ferrand, France.

In 2018, I decided to move to Montreal where I took on the role of Artistic Director for the 10th edition of the Chromatic Festival. At the same time, I benefit from my first European exhibition: the collective exhibition “Six Memos” which will travel between Spain, England and Poland during the year 2018-2019. In July 2018, I exhibited for Art.Art with Roxa Hy in Montreal. Since 2019, I have been an art consultant and curator at MASSIVart and I continue my artistic practice in parallel.

Alice Pouzet - CanevasAs for my plastic work, it revolves around the notion of daily life. It questions the landscape and the geometrical forms found in it, whether natural or man-made. I collect elements of reality and I avoid their forms to keep only the edges. The forms, once purified and rethought, are the result of emptiness / fullness. I am therefore interested in the form itself and in what it is as such.

I like to think of environments that oscillate between sculpture and drawing and where the border between the two is thin. Free of all attributes, I like to give its forms a new dimension.


The installations that result from this formal research give birth to silent universes where structures can be contemplated like a stroll in a ghost town.

In the manner of Italo Calvino, who in American Lessons: Six Memos for the Next Millennium crosses literary eras like a journey, I seek to perceive the landscape as a journey from which a multiplicity of plastic forms results.

About the “Multiplicity” on page 173: “Gaddafi knew that “to know is to insert something into the real, therefore it deforms the real“. This is exactly what I want to show through my work. How to perceive the landscape, the changes that can occur on it, the “speed” at which it evolves. The idea that an image as such is not “correct”. To seek to transcend the images of everyday life, to seek the special perceptible by all: “visibility”. The “coherence” of the landscape is therefore the internal idea that we have of it.

For my part, I see sculpture in the broadest sense as a drawing in space. A form of “lightness” that plays with visual contingencies.

Alice Pouzet - Hauteur
The sculptor Georges Sugarman, in the 60s, when talking to Fred Sandback, said “If you’re fed up with all these pieces, why not just stretch a line with a ball of string, that’s all?”. It’s with this minimalist spirit freed from the full and the base that I think about creation in order to direct my work and my research towards the recess and the arrangement of pure forms organizing themselves in space. Taken from reality, I only keep the edges, contours and skeletons of these formal references.

I observe the nomenclature of the landscape, whether urban or natural, its architecture and buildings to understand how it functions and evolves. Through my research and installations, I apprehend the landscape as a flexible setting that can be decomposed ad infinitum.


Visit Alice’s website.


Photos © Alice Pouzet


Gentle Monster Masters Experiential Retail | MASSIVart

Gentle Monster Masters Experiential Retail

In the age of the experience economy, retailers are adding layers of richness to their offerings. ‘Attention-grabbing’ is an oft-recurring strategy, which can be achieved through the art of storytelling. Knitting a narrative into a design may encourage visitors to potentially spend more time and result in more sales in the process of discovery and understanding.

At MASSIVart, our greatest inspiration for applying this approach comes from Gentle Monster. The eyewear brand is internationally recognized for its outstanding boutiques, which are the very symbol of the retail experience.

Brand & Consumer Experience - Experiential Retail - Gentle Monster - MASSIVartThe South Korean brand has exploded worldwide with its experimental and avant-garde space designs in the highest quality and has retail stores that would transport you to a different dimension. Each with its own theme and concept reflecting the city or the glasses.

And it works! Since its launch in 2011, Gentle Monster shows no signs of slowing. The company began making a profit in 2014, with sales figures rising close to USD$40 million. In 2016, Gentle Monster reached USD$60 million in annual global sales, and in 2018 the brand was up to USD$200 million.

Though most of their glasses are purchased online, the stores specifically target Millennials by providing a uniquely exploratory, Instagrammable experience thanks to creative, experiential ‘story’ that blends retail with art.



Brand & Consumer Experience - Experiential Retail - Gentle Monster - MASSIVart



Brand & Consumer Experience - Experiential Retail - Gentle Monster - MASSIVart



Brand & Consumer Experience - Experiential Retail - Gentle Monster - MASSIVart

See other stores.

Photos © Gentle Monster
Artist Spotlight: Julieta Gil | MASSIVart

Artist Spotlight: Julieta Gil

Artists are at the heart of MASSIVart’s mission. We wish to give them even more space by giving them a voice through our channels in different ways. We start with the Mexican artist Julieta Gil who presents her virtual exhibition.


Her work oscillates between the physical and virtual space. Computational media is rapidly evolving and becoming ubiquitous and influential in our everyday life. The ontological reality, the simulated reality, and the mediated reality are a group of layers clustered in a complex, multidimensional way. Her work searches for the possibilities of simultaneous realities that form and interact with each other, creating objects and narratives that reflect upon our past, present and future.


Julieta Gil Nuestra Victoria 1

Nuestra Victoria / Our victory – 2020

Project made from the register of graffiti tags painted on the Angel of Independence in Mexico City, made during the feminist protest march #NoMeCuidanMeViolan, in August 2019. The controversy generated by these tags open a discussion around memory and heritage. Without trying to solve these, the project is summed up to the discussion and presents itself as an effort of keeping this state of the monument alive, vandalized and appropriated by the society, showing how the “Angel of Independence” achieves new meanings in the current times. The piece allows the intervened monument to stay in the collective memory of the citizens as a communicator of peoples’ urges and demands. The digitized monument can even be seen as a testimony for future research, as it concentrates and preserves evidence of the claims for justice.


Julieta Gil Mapeo Colectivo

Mapeo Colectivo (2019)

is a parallel project In collaboration with artists Livia Radwanski y Concepción Huerta. It consists of a 3D model of the monument created through the translation of multiple photographs into a digital space.


Julieta Gil - Rigid Bodies

Cuerpos Rígidos / Rigid Bodies (2018)

The piece deepens in the archeological interpretation based on the ornaments of the facade of the Palace of Fine Arts in Mexico City. This commission for Satelite, an online curatorial project, shows some of the ornamental neo-indigenist elements of the palace and, through VR technology, generates a new dialogue with the narratives, both architectural and muralist, that the building has had since its construction. The video places us in a future territory and guides us to rethink the meaning and the relationship we have with our monuments.


Julieta Gil - fragments

Fragmentos: Los Verdaderos Colores de Bellas Artes (2016)

Future possible archeology of the architectural elements of The Porfiriato. Through scanning and 3D modeling methods, the pieces reconstruct the narrative of an architectural style. The series questions the notions of archeology, not only as a method to analyze the values of an era, but also their reformulation.



Ornamentos / Ornaments (2016)

Ornamentos juxtaposes an architectonic space generated by a computer with the current architectural context of Downtown L.A. The piece is inspired by Frank Lloyd Wright and his appropriations of the Mayan ornaments, and the contrasting minimalism of the Californian art movement called “Light and Space”.


Julieta Gil - Beach

23-3d-beach-sand-wallpaper (2015)

Representation of simultaneous spaces that confront and break the linearity of time and space, opening a new dimension. These scenes are simulations of interior and exterior spaces at the same time. The exploration was made through processes of texture mapping on 3D modeling programs. It is a process in which a bidimensional image is projected on a 3D surface to add texture to a model. This technique is used to give more realistic details to virtual objects. In this case, 2D images of landscapes were projected on 3D surfaces of domestic spaces in a recursive way, where the resulting image is used as a new texture. Through this recursion, the final image results in an abstract simulation.


→ Learn more on Julieta Gil

Post-Covid, Can Brands Get Closer to Consumers? | MASSIVart

Post-Covid, Can Brands Get Closer to Consumers?

At a time when the return to the new normal is slowly taking place, Alejandro Cardoso, MASSIVart’s Global CEO, discusses, in an article, the future of marketing and brands.


The virus is still here. And will be with us for a while.  In a world filled with economic crisis, health challenges, huge political differences almost everywhere, millions of people immigrating causing huge disruption to even solid, well established economies, racism, populism, religious conflicts and even some civil wars, it is imperative  that corporations and mid and small size companies alike, develop alternative business plans and brand development models that would allow them to survive and eventually recup grow.


It used to be that CMO’s at global organizations would have an acceptable  period of time for their tenure and results to be evaluated. I was one of them. Well, not anymore. Over the last few years, CMO’s and CEOS’s have been challenged to the maximum in order to produce short term results that would satisfy the shareholders. This has pushed brands to seek new Brand 2 Consumer engagement models that could generate results in the short term w/o ideally, affecting the brand in the long run. Some senior execs have succeeded but many have failed. As a result, communication agencies, ad agencies and digital agencies have been challenged equally by Advertisers in order to adapt to the new business and marketing reality. Some agencies have succeeded, some have failed in the attempt to adapt to the new reality.

So while COVID 19 has been a major issue over the last 6 months globally – where governments and health authorities have been put to a huge test – the reality is that for marketeers and communications experts the situation is a new challenge on the list, while certainly, a bigger one as compared to previous health challenges due to its economic implications, but one more challenge in the world of marketing. So, how do you adapt to a new reality where reunions, getting together, even having a coffee or eating with someone, force you to maintain a distance, when in fact one of the big challenges brands have is centered on creating memorable, enduring, unique experiences?

How can brands, in this new context, learn and be able to get closer to consumers?


The key words are: learn, listen, investigate, get close to your consumers – even if at distance – in order to understand their concerns, wishes and different and alternative ways of interacting with brands. Whether it is a FMPG or a Service, the premise is the same: Don’t try to guess what they want, what their fears are and what their expectations are. Be sure before you improvise.

For some industries the forced shift of their model and their success, have been the result of consumers demanding their services not necessarily them being smart. Companies in the logistics and delivery services have experienced significant growth. Health and personal care brands have sold almost every SKU. Supermarkets have sold more food, beer and wine as people are not going out to restaurants. On-line services, both educational and entertainment services, have shown exceptional results, but in all honesty most of these success stories come from consumers forcing them to fulfill their needs, rather than these companies doing something exceptional, marketing wise. Even beauty and some luxury brands have sold more – as it is customary for these categories – whenever there’s a crisis, as ironic as it may sound.

The art world has experienced an awakening as well, when it comes to people being inserted in museums and art and culture progress streamed live or on demand. So, while some businesses like tourism, restaurants, bars, airlines, co-working spaces, car manufacturers, small corner stores, among many others, have suffered a lot, others have capitalized on the crisis. That’s the way it has always been.

Brand experience will determine the success and future of brands.


Looking forward, we as marketers, are now forced to develop strategies that could bring the brand closer to the consumer in an entertaining, attractive, relevant manner.

In order to listen to the relevant audiences, data is crucial and how you use data can lift up  your business or in fact, bury it. Data produces insights that drive the strategy. Strategy leads to the Idea and the Idea is then executed and measured to start the cycle again. In this model, the idea and execution are critical. How you create a brand experience that is relevant, meaningful, unique memorable and that creates the need for customers to want to revisit it and share it with pals in their social media communities, will be crucial.


We, at MASSIVart believe and have shown over the last 11 years, that creating art infused ideas can certainly change the consumer’s experience and interaction with the brand, whether it is on-line or off- line, in order to create brand preference, loyalty and advocacy.


Of course, brands must get closer to their audiences and art & culture are an effective way to achieve that. An advertising campaign – even if highly creative – won’t do the trick anymore. Being able to make tangible the brand promise through experiences, will create the buzz, the awareness, the sales and the growth.

As months go on and we go back to the new normal, whether you’re a packaged good, in the hospitality industry,  in the real estate development, or in financial services, brands will have to make sure they get noticed, they attract the consumers attention and get chosen by consumers, as disposable income might be constrained in some demographic sectors for a period of time. So whatever the retail space or the various touch-points or destinations where consumers interact with the brands – whichever these may be –  all of them have to be super differentiated and attractive to gain the consumers preference. As rare as it may sound, now is the time to prepare.

While advertising might affect the way consumers see brands, it is a universal truth that today, brands need a lot more than a nice ad to impact and attract consumers. Brand experiences are the ones that can make a brand promise tangible. In my career of many years in the ad world, I came to conclude a few years ago that brands need to shift from messaging to creating experiences and I’m sure that life with COVID  and post COVID will drive brands and marketers to realize this is a trend and not a fad, that can determine the bright – or gray future-  of some brands. No doubt, in the new normal, brands will need to find ways to get closer to consumers as consumers will be busy minding other things.

Art infused ideas merged with technological breakthroughs in our opinion is a way to innovate and clearly distinguish brands from the rest and get that share of market out of a more fragmented and more disputed, available market.


A. Cardoso


GIF: Daniel Iregui’s interactive piece of art for Desjardins
Image 1: 360 mapping for Chromatic
Image 2: HARA by Guillaume MARMIN & Frédéric MAROLLEAU for VQA Ontario
International Call For Artists | MASSIVart

International Call For Artists

MIRA and MASSIVart invite national and international artists to develop a proposal for a permanent public artwork to be located in the public plaza of MIRA’s latest real estate development in Mexico City: Neuchâtel’s Cuadrante Polanco.

A total budget of 6,000,000.00 MXN Pesos will be allocated to the art installation’s project to give artists the opportunity to create an iconic landmark for Mexico City while beautifying the urban public landscape.

The artist selected will be aligned with the artistic direction of MIRA and MASSIVart as well as the vision of Neuchâtel Cuadrante Polanco, which is led by a desire to create an iconic and timeless art installation that has the power to engage the community.

Find all the information about the call for artists on this page.

The Future of Accessible and Inclusive Museums During & Post COVID-19 | MASSIVart

The Future of Accessible and Inclusive Museums During & Post COVID-19

On this International Museum Day, we wanted to give the word to Jessica, MASSIVart’s Production Director and Partner, who is our invaluable expert in all museum-related matters. Holder of a Master’s degree in Heritage and Museums, another in Culture and Development and a degree in Art History and Archaeology, Jess has some interesting thoughts to share with you about the special situation that museums are currently experiencing.


The Future of Accessible and Inclusive Museums During & Post COVID-19

Museums and COVID-19 / Photo by cottonbro from Pexels


Museums, crucial for cultural democracy, are the Iceberg tip of a complex cultural and economic system. They play a key role in local economic development and are surrounded by a wide range of actors, artists, audiences, self-employed and freelance workers and creative companies.

At the heart of their social, educational and cultural missions, and in order to face the challenges of inclusion and diversity, museums have already set up numerous initiatives: community projects, travelling exhibitions, educational activities for all ages, visits adapted to people with disabilities, etc. However, despite the ambition to reach out to everyone, there is still a long way to go to have an offer that can speak to all the communities concerned. Museums must be flexible in the face of a constantly changing society. Who is our museum offer aimed at? Who decides what is of interest and how to present it? On what criteria are these decisions made? These are all questions raised by the theme of accessibility and inclusion.

These questions are all the more relevant in the context of an unprecedented global epidemic, which has seen all museums close their doors. In this period of containment, the digital offer has now become the only one available to museums, which have taken advantage of the tools they had to continue to make their services accessible to visitors. In just a few clicks, the public can access mobile applications, websites, social networks and virtual exhibitions.

In fact, there has been a remarkable increase of nearly 200% in the number of visits to museum websites since the beginning of the epidemic, which have successfully guaranteed the continuity of their museum offer.

Once this observation has been made, post COVID 19, museums will surely have to be even more creative, as the digital offer alone is not enough and visitors need different ways of experiencing and being in contact with arts and culture. If in recent years the visitor experience has been centred on participation, interaction or multi-sensory solicitation, it is easy to imagine that for some time audiences may be reluctant or afraid to move around the museum: touch screens, crowds, virtual reality headsets, audio headsets, enclosed spaces.

We are therefore entitled to believe that we will have to rethink the services offered by museums and the museographic means of sharing knowledge and heritage: a different way of plunging visitors into the heart of an experience, of engaging them, while adapting to new behavioural norms.

Even if we have to reflect on new strategies to be implemented and creative means to be put in place, it seems relevant to me to include in this discussion all the communities and actors concerned. A new generation of museums, combining cultural innovation, local economic development and social inclusion, may perhaps be born from a work of co-construction and listening, which will continue to support, as they already do, an indispensable ecosystem.

About Jessica Drevet
Jessica oversees the production department at MASSIVart with more than 40 large-scale productions every year. With over 7 years of experience in management and event production this rigorous and skilled producer leads projects with passion and integrity. Project managers, creatives and artists always rely on her technical and logistic abilities as well as her sensibility. In the last decade she’s been in charge of high quality and landmark projects in China, Mexico, Europe the U.S. and of course Canada. Her expertise combined with her background in museology allows her to supervise, plan and succeed in various events and environments in the public (museums and cultural institutions) as well as the private sectors.
How Artists Can Change The Way We Move? | MASSIVart

How Artists Can Change The Way We Move?

Municipalities, retailers, real estate developers, museums and all other places open to the public will need to reinvent the way people will move through their streets and buildings.

For that, they’re going to have to be inventive to spread messages and be attentive to what people need most right now: find a little bit of wonder in their daily lives to feel better. This is where artists can intervene.

While being focused on the physical distance measures that are coming the signage can be helpful but also beautiful.

To get some inspiration, here are some artists who are experts in floor and wall interventions.

Trevor Wheatley Signage DesignTrevor Wheatley & Cosmo Dean (left)
Toronto-based artists Trevor Wheatley & Cosmo Dean work in collaboration to produce large-scale guerrilla signs and typographic art installations. The two have produced works for companies such as Nike, Stussy, Topshop, Converse, Nordstrom and OVO. Though simple in message, the instillation is striking, and the work and precision of Dean and Wheatley’s pieces can easily be seen and admired. From concept to execution, it is no surprise that the two are called upon by business giants for commercial employment, as their creations leave a lasting imprint on the minds of their viewers.

RoadsworthSuperkilen / Topotek 1 + BIG Architects + Superflex (cover)
His ground paintings, murals, and installations have been commissioned throughout North America, also in South America, Europe, and Asia. He has showcased his work with the LAF, the Cirque du Soleil, the Tour de France and Banksy’s Can’s Festival, to name a few. His unique approach of blending art and activism can be seen in his collaborations with such organizations as Greenpeace and Amnesty International. His recognizable brand of street art has been featured and discussed in many of the leading publications on street art in the past two decades.


SUPERFLEX (above, on the right)
SUPERFLEX was founded in 1993 by Jakob Fenger, Bjørnstjerne Christiansen and Rasmus Nielsen. With a diverse and complex practice, SUPERFLEX challenge the role of the artist in contemporary society and explores the nature of globalisation and systems of power. SUPERFLEX describe their artworks as tools – thereby suggesting multiple areas of application and use.


Gummy Gue - Orbital - Floor artistic intervention

Gummy Gue (above)
Gummy Gue (Marco Mangione) is an artist who works mainly in the public space. He knows the graffiti writing environment in the early 2000s, investigating and experimenting with the expressive possibilities that will bring him to contemporary urban art. His work is an open dialogue with the architecture and the environment. Some of his works, such as Playground and Skatepark, have been recognized by magazines and platforms dedicated to design and architecture such as Domus, Designboom, AD Magazine, Architectural Record and many others.


Michael Lin

Michael Lin (above)
Lin orchestrates monumental painting installations that re-conceptualize and reconfigure public spaces. Using patterns and designs appropriated from traditional Taiwanese textiles his works have been exhibited in major institutions and international Biennials around the world. Transforming the institutional architecture of the public museum, his unconventional paintings invite visitors to reconsider their usual perception of those spaces, and to become an integral part of the work, giving meaning to its potential as an area for interaction, encounter, and re-creation.


Our team of experts is ready to help you bring this type of project to life on your streets or in your buildings. Contact us!


The Power of Art In Time of Crisis | MASSIVart

The Power of Art In Time of Crisis

Historically artists have been at the forefront of cultural and societal issues initiating discussions and pushing boundaries. Art has the ability to create an emotional response, communicate complicated and opposing messages, drive social behaviours and create societal change. It also has the power to inspire communities during uncertain times and the current COVID-19 global pandemic is no exception.

We are facing an unprecedented period that requires all of us to be resilient. We want to take the opportunity to showcase various initiatives of the arts community during this time. We have been inspired by artists from around the world who have risen to the challenge to help people get away from it all, or to convey engaging and poignant messages.

Duyi Han - The Saints Wear White - COVID-19 art

The United Nations has called on creatives around the world to help stop the spread of misinformation and promote public health precautions. The UN has a global call out to artists and has created a library of artwork to educate, uplift and inspire. You can visit the library of artwork at UNCovid-19 Creative Content Hub.

Additionally UNESCO has launched the #ResiliArt movement, which, among other things, will consist of a series of global virtual debates with renowned artists and draw support for the cultural world throughout the crisis.

In Canada you can also check out the Social Distancing Festival started by Toronto artist Nick Green. The Social Distancing Festival is an online artist’s community made to celebrate and showcase the work of artists around the world who have been affected by the need for social distancing.

Because we can’t forget what the frontline workers are going through, you can also check out some work by artists Duyi Han who’s celebrating health workers with a fresco-inspired mural in a chapel.

Thierry Geoffroy - Social Distancing - COVID-19 art

Artist Thierry Geoffroy uses tents to speak to those who cannot go back to their homes in these times of confinement, because they are homeless or are refugees.

Finally, Til Kolare decided to use his digital art skills to portray the world’s current situation. He gives us a new look at some classic paintings through which the characters distance themselves from others and reveal the reality of a lot of people now: the loneliness and solitude.

We like to see that the creativity of the arts community is not locked in! They always find ways to spread messages through their art, and we will always support them.


Cover image: Heads up – This Isn’t Forever
Image 1: Duyi Han – The Saints Wear White
Image 2: Thierry Geoffroy
Palais des congrès de Montréal and MASSIVart expand partnership by launching the Palais Seasons | MASSIVart

Palais des congrès de Montréal and MASSIVart expand partnership by launching the Palais Seasons

Palais des congrès de Montréal and MASSIVart are joining forces once again for the Palais Seasons, a series of art installation projects inviting Montrealers to rediscover their convention centre. The new initiative will get started in the month of love, with many bold ideas to be implemented throughout the year to bring a creative buzz to the downtown venue.


This ongoing project is building on Les Printemps du Palais, which featured a variety of creations by local artists and artisans. Highlights of the spring 2019 event included public pianos, collaborative workspaces, creative ping-pong tables, and self-service libraries. The Palais Seasons is being introduced in an effort to keep this excitement going throughout the year. MASSIVart has put together a program that will once again showcase Montréal ingenuity.

Paysage Divers - En Temps Et Lieu, Palais des congrès de Montréal / MASSIVart

“At MASSIVart, we have always believed that art and culture have the power to revitalize public spaces. We are thrilled to have been given the opportunity to help Palais des congrès de Montréal bring more creativity to its premises. This iconic institution is a perfect showcase for the city’s creative talent, an open window into Montréal’s culture. In a place where the future of our society is constantly being reshaped, it is important to bring in local artists and creators to reimagine these public spaces as meeting places where surprise and the unexpected can be experienced. Just one more example of how art and culture can be compatible with public and commercial spaces!”
– Philippe Demers, Founder & Creative Director of MASSIVart.

Seuils de Michel de Broin au Palais des congrès de Montréal - MASSIVartThe highlight of the program is without a doubt Seuils by internationally renowned Montréal artist Michel de Broin. Comprising a series of Montréal subway car doors, the art installation forms a path for people to follow. The experience recalls the digestive tract’s ingestion process—the installation breathes and swells to the rhythm of the traffic passing through it, creating a contrast between mechanical structure and organic movement. The work repurposes the door-opening components of the city’s original subway cars, first introduced for the Expo 67 world fair. Recently replaced by newer models, the now obsolete MR-63 subway cars have become an iconic part of Montréal’s public transit history. Seuils will give Palais visitors from all over the world a glimpse into that past.

“After the resounding success of last spring’s program, I am pleased to offer the Palais Seasons year-round to Montrealers and visitors alike. The artwork had an immediate impact on the atmosphere in our creative spaces and this second phase designed by MASSIVart promises to be just as exciting.”
– Robert Mercure, President and CEO of Palais des congrès de Montréal

1, 3: “Seuils” – Michel de Broin
2: “Paysage divers” – En Temps et Lieu

Visit the Palais des congrès project page to learn more about what we’ve already implemented!

Our Curator’s Picks for AGO Massive Exposure | MASSIVart

Our Curator’s Picks for AGO Massive Exposure

MASSIVart collaborates with the Art Gallery of Ontario as Creative Partner for their annual fundraising party which will take place on Thursday April 16 in Toronto!

Our team of art curators had the chance to collaborate with the renowned gallery to select these 4 talented artists: Andrew Thomas Huang, Charline Dally, Rihab Essayh and Eli Schwanz.


Andrew Thomas Huang

Andrew Thomas Huang

With a background in fine art, visual effects, puppetry and animation, LA-based filmmaker Andrew Thomas Huang crafts hybrid worlds rooted in Sinofuturist folklore, mysticism and spiritual realism. His list of collaborators include Icelandic artist Bjork, among others including Radiohead’s Thom Yorke and FKA Twigs for whom Huang is Grammy-nominated for his fantasy epic “Cellophane.”

Charline Dally

Charline Dally

By using installation, printmaking or visual performance, Charline questions different notions such as ambivalence, otherness and porosity. Her work tries to dissolve boundaries between absence and presence, real and virtual, synthetic and organic. By integrating slow progressions, video becomes for her an hypnotic tool inviting the audience to feel oneself in the present. Her work has been presented in Paris, Brussels, Toronto and Montreal.

Rihab Essayh

Rihab Essayh

Rihab is a multidisciplinary artist exploring the subject of resolving interpersonal and personal emotional distress through a research-based practice. Her process starts with a need for resolving or translating an issue occurring in her personal life in order to move forward or create a sense of communal understanding.

Eli Schwanz

Eli focuses on animation in potential forms and contexts as well as its representation and exploration in alternative media, including installation, light, sculpture, and video. Eli Schwanz has been profiled by Vice and was Exhibitionist in residence at the CBC. Exhibitions include Chromatic Festival, Gardiner Museum, Animocje Poland, Onsite Gallery, Ignite Gallery, Robert Kananaj Gallery as well as commissions for The Drake and Four Seasons Hotels.

Early bird tickets are on sale until February 29, visit

New Collaboration with the AGO | MASSIVart

New Collaboration with the AGO

MASSIVart joins forces with the Art Gallery of Ontario as a Creative Partner for their annual fundraising party AGO Massive, which will take place on Thursday April 16 in Toronto!

Our team of art curators had the chance to collaborate with the renowned gallery to select 4 artists that will be unveiled very soon.

Together for one night only, AGO Massive will feature immersive art installations, exciting performances and irresistible food and drink.

With this event, the Art Gallery of Ontario’s mission is perfectly aligned with our leitmotif which is to bring people together with art to see, experience and understand the world in new ways.

Early bird tickets are on sale, go buy yours on

Our Founder is a “Creative Revolutionary” | MASSIVart

Our Founder is a "Creative Revolutionary"

Philippe Demers, MASSIVart’s founder and global creative director, has been recognized as a “Creative Revolutionary who has lead the way for positive change” by CODAworx this week!

MASSIVart has been included in their list of 25 leaders who have taken a stand through their artwork creations and the spaces they transform.


“Representing a new breed of producers and curators, Philippe Demers, Founding Partner and CEO of MASSIVart, runs an international art consultancy agency in Montreal, Toronto, Mexico City, Shanghai, Paris, Dubai and Los Angeles. Working at the intersection of art and commerce, he collaborates with emerging and established artists, architects, developers, designers and other creatives on architectural design, original works of art, and art-driven cultural programs. His passionate support of innovative art programs have brought MASSIVart a who’s who of high-profile clients.”

Learn more

Bringing Burning Man’s creativity to the streets of Shanghai | MASSIVart

Bringing Burning Man's creativity to the streets of Shanghai

As a part of a Public Art festival in the shopping centre Ruihong xintiandi Hall of the Moon in Shanghai, we worked with Beijing Modernsky Culture on a multimedia installation project. We collaborated with artist Christopher Schardt and Building180 agency to produce this large-scale outdoor immersive installation.

Constellation is a star-shaped canopy of 5,400 LED modules. The structure weighs 2000 kg, measures 26′ in diameter and hangs from a single point which will be displayed from November 26 to January 5, 2020.

In 1998, Christopher Schardt’s first Burning Man experience inspired him to apply his engineering and computer skills to art and he has participated in—and brought a major art project to—the event almost every year since. Now widely known for his LED sculptures, he is also the author of LED Lab, an app used by thousands of LED artists worldwide.

Entering the Japanese art scene with a bang | MASSIVart

Entering the Japanese art scene with a bang

MASSIVart has worked in partnership with Chromatic and UltraSuperNew Gallery as well as FRAMED* and MUTEK JP to produce a digital exhibition featuring amazing video artworks by Canadian artist Sabrina Ratté and Japanese artist Yoshi Sodeoka.
We are proud of this cultural exchange between these talented Japanese and Canadian artists! The exhibition took place December 1st-12th, 2019 at the UltraSuperNew Gallery in Tokyo.

Learn more about the exhibition

Exhibition - Tokyo - by MASSIVart

Artwork: Yoshi Sodeoka – Sprindrifer

Meet Our New Global CEO! | MASSIVart

Meet Our New Global CEO!

Alejandro Cardoso, former Executive Chairman of Publicis LATAM, has been appointed as the Global CEO & Managing Partner MASSIVart Latin America. With 25+ years experience, Cardoso is considered one of the most influential advertising personalities in Latin America, he left his position in June to join the leadership team at MASSIVArt. Read the press release.

Alejandro, you have held several Executive positions in Mexico and abroad, including: Yahoo, Aeromexico, TBWA, JWT and over the last decade at Publicis Groupe as Executive Chairman for Latín America . Can you tell us about your career path?
Of course. I started as an actor. Mostly theater. To support myself I mixed theater acting with a paying job. So I found the opportunity in the hotel industry where I grew from bell man to CMO. It was a great journey. I quit acting and decided to be part of the advertising and marketing world. I decided to leave the CMO role and moved to the advertising world where I worked at TBWA, Leo Burnett and JWT. I then went back as a client as Aeroméxico’s Sales & Mktg Senior VP , then Citibank’s regional CMO and Yahoo’CEO. My last corporate venture was with Paris based Publicis Groupe where I held different regional roles, my last being Publicis Groupe Latin America Executive Chairman where I led all creative, digital, technology and media operations.

Why did you choose to join MASSIVart?
World class creative work, awesome team, a differentiated, relevant value proposition and huge business potential in Mexico and all around Latin America. I love art and marketing. This partnership brings it all together.

With your arrival, MASSIVart takes a new turn with the opening of a new office, the first in Latin America. What can we expect from MASSIVart Mexico for the coming months?
I aim only at producing spectacular work. Work that will make our competitors jealous, prospects mouths water, clients highly satisfied and the press praising our work. This will result in growth for MASSIVart Inc. and MASSIVart Mexico. I believe Mexico will be the 1st step into MASSIVart’s expansion in Latin America. In the next few years our ambition is to see a MASSIVart operation in the most important markets in the region, incorporating and leading the new trends in the Real Estate, Public Art, Museum Design and Marketing services industries.

How does what MASSIVart offers fit into Mexico’s cultural/art scene and is there a need for it?
It is the perfect fit. Mexico is proud of its cultural and artistic heritage. Mexico has been is and will be an influential country when it comes to art in its many expressions, be it in contemporary art, literature, architecture, music, film making , gastronomy and even in street traditional arts and crafts. Art is everywhere. Massivart will merge this strong cultural heritage of Mexico with a marketing value proposition that combines the best of Mexico with the best of Massivart Inc. it’s a win-win proposition.

Why did you choose to work in the art and culture space?
It is in my DNA. As said before I started my career as an actor. Culture and art have always been around me and has been a passion for me. My father was an actor for some time in his early years then became influential in the advertising industry . My wife is a sublime artist. Most of my family, including my daughter, have a background in the creative industry. So it is part of my DNA, I guess, and an important part of my life. Now, through Massivart, I can combine my passion for art and culture with my extensive business experience.

What kind of art speaks to you the most?
Hard to choose. I’m open to everything . Probably my mind is most blown away with contemporary art. Visual arts and innovative sculpture/art installations get my attention. However, I love cinematography, theater, dance, literature, photography and music. I am an admirer of daring, innovative architecture. I also express myself through cooking, which I consider artistic. Art and culture is a cool way of staying alive and connected.

We won Environmental/Signage Design Award from Applied Arts Magazine 🍾 | MASSIVart

We won Environmental/Signage Design Award from Applied Arts Magazine 🍾

Since 1992, the Applied Arts Awards have been an internationally recognized standard for creative excellence. It’s the only Canadian competition that recognizes the work of both professionals and students across the visual communications spectrum – covering everyone from image-makers to advertising creatives, marketing gurus to graphic designers.

We won an award with Iregular, Ædifica & iGotcha Media under Environmental/Signage Design category, for the project “RIVER”. This artwork was commissioned by Desjardins to permanently occupy their branch in downtown Montreal. “RIVER” is a 11 meters LED mesh sculpture and a software generated pattern. It listens to the environment to represent it evolving constantly and infinitely, day and night.

Learn more about the project

Meet Maxim, Our New CFO! | MASSIVart

Meet Maxim, Our New CFO!

We interviewed Maxim Céré-Marcoux , the new CFO of MASSIVart.

1. Tell us a little about your background and past work experience?
I am born and raised in Montreal and studied accounting at Concordia University, after which I obtained by CPA title and left to work in San Francisco for a few years. I have worked in financial and accounting advisory for 6 years now, providing consulting to companies of various sizes, operating in different industries and with their respective set of opportunities and challenges. Little did I know that working at an art gallery as a student would spark an interest for the art world that sadly very few people with a background such as mine get to have.

2. What drew you to MASSIVart?
The magnetic energy and dedication of its partners, the ability of the agency to uniquely position its service offering by enhancing them with local and international art and its restless desire to grow without losing its originality.

3. What do you bring to MASSIVart?
I bring a set of skills in the financial and accounting fields coupled with a strong interest and fascination for art that I hope will allow me to help MASSIVart in a distinctive way to be well positioned to successfully seize opportunities as they emerge given the company’s continuing success and growth.

4. How does what MASSIVart offers fit into the global cultural/art scene and is there a need for it?
MASSIVart, in thriving to remain unique and differentiated, always delivers its services to undoubtedly exceed customer expectations but also actively engages our global community in making room for art in our everyday lives. MASSIVart plays a critical role in the art community by carefully curating the inputs of its creative process in a way to highlight the artistic community and further its exposure.

5. What would be your dream project and/or client?
I am especially excited to be joining the company at a time where so many growth and diversification opportunities have presented themselves and hope to assist the partner group by bringing another perspective to the table as well as a different set of skills which will hopefully help in determining which ones, if not all, to pursue, when and how.

6. Why did you choose to work in the art and culture space?
For quite some time now, my intention has been to transition to the artist/cultural field. Perhaps my interest stems from my personal lack of artistic creative energy. By working, even in a financial advisory capacity, in the artistic field, I feel like in my own way I contribute to furthering a community of creative spirits by other means than by creating art myself.

7. What kind of art speaks to you the most?
Regardless of the form it takes, art plays a crucial role in shaping public opinions and in initiating cultural shifts. Art speaks to me the most when it takes advantage of its unparalleled ability to touch people while at their most open state to purposefully expose a societal issue and compel awareness.

8. What about the future of art are you most looking forward to?
I think art is mankind’s most unique contribution to the world and will most likely play out to be the hardest concept for artificial intelligence to decypher and understand. While it will eventually be able to copy certain pieces and/or artists and perhaps even understand art by channeling the analysis of other art enthusiasts, it will never truly be able to innovate and create art in its true form, which entirely relies on the ingenuity of the human mind. I am most excited by the role art will play on artificial intelligence as it may be one of the only areas that does not show any potential for it to be completely overtaken.

Making diversity count | MASSIVart

Making diversity count

MASSIVart is looking for artists, creators and professionals working in the digital sector. We are currently developing a directory to support more inclusive organizational practices and cultural diversity. This directory aims to provide a platform for professionals of the digital sector from visible minorities* through which they can be contacted for potential projects and job offers that match their expertise.

Therefore, we are launching a public campaign in cultural communities and digital networks to gather profiles interested in joining this directory. To do so, interested people are invited to complete the online form here.

Targeted digital sectors: Interactive media, Digital arts, Video games, Photographs, Visual arts, Design, Music, Podcasting, Sound recording, Animation, Film, Television



*Visible minorities are defined based on the Employment Equity Act definition as persons, other than Aboriginal peoples, who are non-Caucasian in race or non-white in colour and include Chinese, South Asian, Black, Filipino, Latin American, Southeast Asian, Arab, West Asian, Japanese, Korean, other visible minorities and multiple visible minorities. (Source: Statistics Canada)

Bed-In For Peace | MASSIVart

Bed-In For Peace


This year marks the 50th anniversary of the Bed-in, John Lennon and Yoko Ono’s iconic performance to promote peace that took place at the Fairmont The Queen Elizabeth in Montreal.

MASSIVart worked with the prestigious 5-star hotel and Sid Lee Architecture to curate a unique experience for the famous Suite 1742 where John Lennon and Yoko Ono held their Bed-In back in 1969.

In this very room, the couple stayed in bed for a week, receiving guests and conducting interviews with the media. On the last day of their performance they recorded the now-famous song “Give Peace A Chance” while still in bed.  

Our team researched, produced and curated a 360 immersive throwback experience for the suite, allowing the guests to witness an exclusive glimpse of the hectic ambiance that took place in the room. The unique museum experience we developed includes three interactive devices, a virtual reality movie, an interactive archive cabinet displaying  photos, archives, videos and heirloom objects, as well as commission artworks inspired by the performance.

We are extremely proud to have been able to revamp this historical space using art and culture to highlight the wonderful message of peace that John and Yoko delivered and that resonates just as much today as it did back  in 1969.

A Heartwarming Story! | MASSIVart

A Heartwarming Story

Our team has always believed in the power of art to transform spaces and this story shows it can change lives too!

Kian Nojoumian, a talented 16 year old pianist who recently moved to Canada without his piano found joy in the new public pianos we recently installed at the Palais des Congrès de Montréal. While playing he caught the ear of everyone passing through with his own compositions. Maddy Samaddar visiting from New York, was passing through the space and was so moved by his exceptional talent she learned more about him and posted Kian’s story on Facebook. The post caught the attention of Jason Howland, Grammy-award winning musical theatre composer, playwrite, conductor and musical director & producer who has gifted Kian with a new piano to practice at home. Jason  asked that he continue to play at the Palais and to spread joy to the visitors.

We’re so proud to have been a part of this project. Read more below:

Piano painted by Cyndie Belhumeur

MASSIVart Expertise on the Arts Selection Committee of Burning Man | MASSIVart

Canadian Expertise on the Arts Selection Committee of Burning Man

Philippe Demers, CEO & Founding Partner of MASSIVart sits on the global arts grants jury for the renowned desert festival.

MASSIVart CEO & Founding Partner, Philippe Demers, was invited to be a part of the Burning Man Arts global grants committee for the renowned festival that takes place annually in the desert of Nevada, USA. Dedicated to funding artistic projects that are inspiring, interactive, accessible and most importantly, community-driven, the program funds various projects that become part of the festival and beyond. The arts grants offers up to $10,000 USD per project and has contributed over $750,000 USD to date, funding in total more than 160 projects from over 25 different countries.

The selection committee is comprised of nine members with various creative backgrounds. Having a cultural ​expert from Montreal (Canada) at the jury table for a​ global ​event of this size shines a spotlight on the country’s influence and expertise in the arts.

For over ten years, Philippe has been a part of the global cultural and artistic scene and looks forward to contributing to the development of these high-caliber artistic projects. “I am very happy to be able to participate in the selection of artists that will be receiving a grant. Supporting creators in their artistic process contributes not only to their growth, but also to the development of the artistic and cultural scene by making it more accessible. Platforms such as Burning Man also enables international discussion and makes it possible for relationships to form between people, cultures and nations.

Philippe is deeply passionate and committed to the Montreal and international cultural community and through his experiences in cultural management and artistic production he continues to demonstrate his creativity and leadership skills whether in Canada or abroad. Demers also founded Chromatic, a non-profit festival aimed at promoting artistic entrepreneurship, creativity, and innovation in Montréal. Prior to the Burning Man Arts global grants jury, Philippe was a part of other like-minded committees such as South x Southwest (SXSW) festival that celebrate the convergence of the interactive, film, and music industries from 2016 to 2017 and the Printemps Numérique, a non-profit organisation whose primary mission is to boost digital creation and creativity through various local activities from 2013 to 2015 as an art consultant and curator for both platforms.