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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.
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 forme 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)
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.
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 is happy to have once again participated in La Grande Séduction, an annual charity event hosted by the Youth Centre Foundation of Montreal. Our team curated artworks that were made during the Porte-Voix workshops : these workshops offer an expression space and critical reflexion to the young kids and adolescent of the Youth Protection System. We also produced 1 “Audio Wall” with 5 audio testimonies, featuring individuals addressing their concerns surrounding the Quebec Youth Protection System and recalling the impact the help of the Fondation de Centre Jeunesse had.
The aim of the event was to encourage donations and we are happy to announce that $ 365 000 was raised for this important cause.
Yoko Ono : Growing Freedom
We are thrilled to announce our collaboration with Fondation Phi pour l’art contemporain on the exhibition Yoko On: Liberté Conquérante / Growing Freedom. Taking place from April 25th to September 15th 2019, this important exhibition highlights the cornerstones of Yoko Ono’s work: action, participation and imagination.
MASSIVart worked on a section of the exhibition dedicated to the art of John and Yoko and their collaborative project for peace. Alongside this Exhibition, Yoko Ono has opened up a Call For Submissions for her project Arising : ”Women of all ages, from all countries of the world: you are invited to send a testament of harm done to you for being a woman.”
Read more here.
Les Printemps du Palais
MASSIVart curated unique and interactive cultural programming for the iconic Palais des congrès de Montréal as part of its new revitalization plan. By using art & design as key elements in improving the public spaces, these installations attract new audiences as well as work towards the convention centre’s vision: to be apart of Montreal’s creative development.
Cirque du Soleil – Alegría
Our team was extremely enthusiastic to work with the Cirque du Soleil to create a giant crown as apart of their latest show in Montreal, Alegría. The installation welcomes visitors as they arrive to the circus tent, creating the perfect photo background for souvenirs!
H&M Conscious Collection Window Displays
MASSIVart is excited to have worked on H&M’s conscious collection window displays! Our team produced creative displays in which customers can take selfies amongst the materials used for the clothing line and model with mannequins themselves.
Art Toronto’s 19th edition was in full swing this past weekend in Toronto. The city’s largest art fair presents artwork from leading Canadian and international galleries combined with PLATFORM, an engaging series of lectures and panel discussions from prominent art world figures, custom curated art installations, an extensive VIP Program, and top-tier cultural offerings throughout the city.
Here’s a glimpse into what inspired us most:
Digital printed textiles by Josi Smit
3D art by Gabriele Beveridge
Lego skulls by Matt Donovan
Hand-sculpted pieces by Paul Rousso
Oil paintings by Cornelius Volker
Installations by Curtis Santiago
Look out for MASSIVart TO at next year’s 20th anniversary!
This year’s 13th edition of Nuit Blanche in Toronto was inspired by the theme “You Are Here” to celebrate the inclusive place Torontonian’s call home and the people within it — past, present, and future. On September 29, 2018, from sunset to sunrise, art and culture aficionados explored and discovered reinterpreted spaces found throughout the city.
Here’s a roundup of some of our favorite art-driven experiences that tantalized our senses and evoked a sense of boundless community that culture so expressively provides.
Words become structures in two complementary works by French-Tunisian artist eL Seed. “Mirrors of Babel” was an installation blending Arabic calligraphy with graffiti that proposed an inversion of the legend in which humanity’s linguistic divisions begin with the destruction of a tower. These mesmerizing art pieces invited viewers to focus their attention on the poetry, meaning, and movement of words. One piece emerged at Yonge-Dundas Square while the other was housed at the Scarborough Civic Centre. Both works of “calligraphic architecture” are based on the Arabic translation of a 1903 poem.
#UNIGNORABLE by United Way was an immersive and interactive art installation situated in the heart of the city that drew attention to the impact of local social problems. Millions of Canadian’s lives are affected by issues that can be easy to ignore, making them feel isolated, helpless and uncertain. From afar, the temporary installation looked like a brightly lit box (featuring a custom colour developed by the Pantone Color Institute) while inside the box was filled with fog – walking through it created a sense of uncertainty of what’s to come. Additionally, to drive further awareness, United Way proudly partnered with UK-based artist Malika Favre to commission illustrations shared via an exhibit that abstractly showcased the issues of hunger, homelessness, isolation, unemployment and domestic violence that this powerful campaign and art collaboration overtly addressed.
Daniel Iregui, an ongoing MASSIVart artist collaborator, set up some pretty trippy digital tunnels at OCAD. “Forward” generates an infinite optical illusion. The unique combination of sight, sound, smoke, and movement evoke the idea that our present lives are forever fleeing us.
Toronto street artist birdO, presented by Drake One Fifty, created his first large-scale sculpture for the garden podium, an urban oasis above 150 York Street. Inspired by the small yet resilient Kirtland’s Warbler, his vibrant, animalistic sculpture sprawled over the downtown core.
We loved surrounding ourselves in Mexico’s Máximo González’s “Walk Among Worlds” – an oversized globe installation meant to provoke discussion about how we understand worlds that are different from the ones we inhabit, not to mention makes for an impressive photo-op backdrop. 
“Do Angels Exist” by printmaker and artist Nadine Bariteau, created a kinetic sculpture of luminescent printed images that floated above the heads of audience members as they moved through the space. After losing her mother in a fatal accident, the creator has been questioning ideas of loss, grief, and regeneration through this moving installation. Commissioned by Vistaprint, the glowing prints illuminated by UV lights brought immersive and abstract representations of the natural world – falling feathers, dragonfly wings, and helicoptering maple keys – into the urban environment of downtown Toronto.
Hendrick Gin’s L.E.V.I.T.A.T.R.E. (which stands for Levitating. Elevating. Voluminous. Illuminating. Tantalizing. Amazingly. Towering. Roaming. Eye.) installation was an impressive 65-foot tall hot air balloon stationed at Nathan Phillips Square. A few lucky contest winners got to experience a whimsical ride and rare opportunity to view many of the Nuit Blanche art installations from high in the sky. What a trip.
Until next year, Nuit Blanche!
Photo Credits: Cheol Joon Baek, The Travelling Boomer, BlogTO, and Hector Vasquez
We interviewed Coralie Olson, the Managing Partner of MASSIVart Toronto.
– Tell us a little about your background and past work experience?
My experience covers working with global brands in the retail, luxury, lifestyle, fitness, financial, automobile, and technology spaces. I have a background in Business Development, Marketing, Digital Advertising and Public Relations management. I’ve developed and executed several successful integrated and award-winning campaigns. My client-relations experience has allowed me to provide guidance and strategy direction that delivers outstanding bottom-line results.
My backgrounds provide agency and client-side experience bringing forth relevant industry insights and advanced client relations skills.
– What drew you to MASSIVart?
I worked with MASSIVart in a client capacity for a project in Toronto and was impressed by their creativity, access to a multitude of art forms and their capacity to generate engaging ideas for the brands and platforms I worked with. I was also pleased with their client service and ability to be flexible and deliver a quality finished product in line with their creative conceptualization. It was clear to me that there was a gap in the marketplace for a company with their unique network and service offering and an obvious growing demand for public connection and experiences. Given my passion for art and design and a business development/marketing background, I was thrilled to join a company that combined my interests!
– What do you bring to MASSIVart?
Aside from on-the-ground leadership in a new market, I bring experience and expertise in business development, marketing, public relations, branding, strategy development, collaborations and creativity.
– How does what MASSIVart offers fit into Toronto’s cultural/art scene and is there a need for it?
Being one of the most multicultural cities in Canada with well-traveled audiences, I believe Toronto is not only ready for but craving more inspiration and memorable experiences. That said, the desire for art and culture in the city has never been more prevalent as seen via crowds, excitement and elevated community engagement at recent activities such as Bjarke Ingels’ Serpentine Pavilion, TIFF, Toronto Fashion Week, TO Light Fest, Toronto Ice Festival, Artist Project, the Beach’s Winter Stations, AGO’s Yayoi Kusama: Infinity Mirrors exhibition, Bata Shoe Museum’s Manolo Blahnik: The Art of Shoes, ROM’s Dior exhibit, not to mention, countless compelling brand activations and events. I feel, now more than ever, that people are looking for greater connectivity, authentic experiences and emotional memories that are often driven by advanced creativity.
– What would be your dream project and/or client?
I love collaborating with developers and architects to put the finishing touches on their projects with art that enhances and integrates into their design aesthetic seamlessly. I’m also highly passionate about unique content generation and collaborations as I love to imagine and bring projects to life. My dream project would be bringing a renowned brand and an inspiring artist together to collaborate on a bespoke campaign or project. I love capturing audiences and taking brands to new levels.
– Why did you choose to work in the art and culture space?
I’ve always had a passion for design so when the opportunity came up to combine my love for art and design, as well as, the chance to embark on a more entrepreneurial career path, I had to jump on it. Also, I’ve traveled extensively around the world so applying the inspiration I’ve been privileged enough to experience in my work was extremely appealing to me.
– What kind of art speaks to you the most?
While I appreciate various periods of influential art movements, I gravitate towards contemporary art, as well. I’m highly drawn to anything with water and bright captivating hues…That’s a hard a question to answer as art is so subjective and what appeals to us the most can sometimes change based on our moods!
Chromatic’s 9th edition celebrates a festival to remember
In May 2018, Chromatic Festival took place in an unexpected location, the former École des Beaux-arts of Montreal. For this occasion, Chromatic gathered artists, creative professionals, and the general public to take part in the different activities and events (Chromatic Expo, Nuit, Pro, and Kids) offered to attendees. Once again, Chromatic Festival 2018 brought together thousands of people all bounded by a passion for art, innovation and culture.
The ninth edition of the festival was marked by discoveries, surprises and encounters. The festival which took place in the heart of Montreal from May 26th to June 2nd, gathered over 10,000 people to celebrate the city’s best in art and creativity. Programming included a mesmerising visual arts exhibition, professional workshops, parties that went well into the night and adorable kids activities to drive their creative expression.
EXPO, the festival’s art exhibition was diversified with artworks that truly conveyed the thought-process artists put into their creations. Many artists used this exhibition to explore creative boundaries which made us proud to be able to showcase them first.
NUIT lights up the city’s nightlife bringing people together to dance until the early hours of the morning. To complement the eclectic mix of music, hypnotising videos and digital art made by talented VJs such as Fvckrender, BOYCOTT, Lilith and VINO were projected during the DJ sets.
PRO showcased some influential institutions such as DeSerres, Téléfilm, and SODEC to talk about the integration of art and business. During these conference and panel talks, participants received invaluable insights and advice from industry experts.
KIDS as usual was a big hit as parents even wanted to participate in their children’s activities. Yoga, workshops, glow art, hologram and music-making were part of the fun-filled programming. MASSIVart’s commitment to exposing and encouraging creativity and the arts to the younger generation is a highlight of the festival each year. The endless smiles on the kids faces is beyond gratifying as they get to interact with installations such as Laetitia Gilbert’s paper hut – the perfect photo-opp and keepsake.
We are thankful to everyone who attended and made the ninth edition of Chromatic a memorable one. 2019 will mark our 10 year anniversary, and needless to say we have a myriad of surprises planned and are excited to share and celebrate with the public!
Photo credits : Guy L’heureux, Camille Poitevin, Arthur Rad
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.
MASSIVart promotes Quebec’s creativity in China
MASSIVart was selected by Export Québec as one of Montreal’s top Canadian creative houses to co-produce a commercial mission in Shanghai, China. From January 25th to January 27th 2018, this B2B event was held in Shanghai at the Modern Art Museum, featuring creative enterprises, talent and multidisciplinary artists from the province.
In collaboration with Dufour & Lucid Dreams, MASSIVart and Export Québec developed L’Effet Québec, a concept designed to promote Quebec’s expertise abroad. This was especially relevant since the number of commercial successes in China for Quebec is on the upswing. Approximately 50 companies demonstrated and promoted Quebecois creativity and talent, fostering discussions and the development of business relationships between China and Quebec.
Conferences, discussion panels, performances, and a guided tour exhibition allowed for enterprises to showcase their expertise to Chinese collaborators while offering a one-of-a-kind experience to all the participants.
MASSIVart’s CEO & Founding Partner, Philippe Demers, points out that “Chinese people are very curious regarding what is happening creativity-wise abroad, and at the same time, they like concrete and tangible things. We love pushing the boundaries forward by bringing people and artists from the cultural and creative Quebecois sphere to China. These types of missions and opportunities are highly beneficial for our remarkable talent exposure and export.” Overall, This is Quebec brought together distinguished guests from the government including Quebec’s Prime Minister, Philippe Couillard, as well as, guests from varying sectors such as architecture, real estate and art.
With this initiative, L’Effet Québec represented a unique platform for encounters, discoveries, and innovative collaborations, all brought together to foster creativity, while also allowing MASSIVart to reiterate its global mission of promoting Canadian artistic talent beyond North American borders.
MASSIVart produces a museum-quality collection for the iconic Fairmont Queen Elizabeth Hotel.
MASSIVart Collection, dedicated to the evaluation, curation and acquisition of artworks, recently launched its inaugural art collection for the Fairmont Queen Elizabeth Hotel in Montreal, Canada.
The collection of 123 artworks, composed mainly of Québec and Canadian artists, brought to light Montréal’s contemporary art scene. Located in the heart of Montreal, hotel visitors and guests can contemplate the luxurious works of numerous renowned artists such as Patrick Coutu, Michel de Broin, Geneviève Cadieux, and Nicolas Grenier to name a few. The artwork selection and its integration into the overall architectural design was curated by MASSIVart’s chief art curator and partner, Arthur Gaillard, in collaboration with art consultant, Camille Lalonde-Lachapelle.
Collaborating with artists, architects, and designers, MASSIVart Collection explores the many possibilities to integrate art into public or private spaces with the utmost in creativity.
Enhance Through Art is our company’s motto, showcasing the added value we bring to spaces while contributing to the promotion of visual arts. With this curation project for the Fairmont Queen Elizabeth, MASSIVart Collection demonstrates its art market expertise and its capacity to take into consideration the environment and the global-design of a space. This collection of museum-quality artworks perfectly illustrates the ways in which creativity, arts, and aesthetics can enhance a living space and positions MASSIVart as an art-market expert and a key player in the Canadian and global art scene.
Additionally, through its collaborative approach with artists, MASSIVart Collection ensures a coherence between the needs of the client and the artist’s creative process. As a result, the artworks commissioned for the Fairmont Queen Elizabeth fulfill the criteria of the space without constraining the artist’s wishes.
Paul Hardy’s artwork Drift Glow for instance, which was created specifically for the hotel’s restaurant, impeccably blends with the architecture and perfectly contributes to the global experience of the space.
Finally, MASSIVart Collection offered our client, Ivanhoé Cambridge – the owner of the Fairmont Queen Elizabeth an alternative long-term investment opportunity by providing access to a unique repertoire of Quebecois, Canadian, and International artworks. The carefully curated collection took into account its appreciation value while contributing to Quebec’s cultural heritage with the hotel’s support of the Montréal art scene. The new contemporary art venue offers creative inspiration to a large audience, composed both of art enthusiasts, tourists, and business people.
A big thank our official broadcast partner, V2COM, an international news wire service which specialises in design, architecture, and art of living who was responsible for distributing our press release to the media. To read more about this project (see the press release) : V2COM – Collection Fairmont Le Reine Elizabeth
Photo credits : Félix Bernier, Stéphane Brugger, Martin Laporte
A few images of some of our favorite projects from this past year.
« The MASSIVart team was thrilled to conceive this mural for CBC’s brand activation at the Musée d’art contemporain de Montréal. Cohen’s words are powerful and we wanted to pay tribute to this wonderful Montreal artist in a participative way that would engage with the public. »
Philippe Demers, CEO, MASSIVart
SUITE 1742 | BED IN FOR PEACE
« The Suite 1742 now includes interactive installations presenting archival material from the eight days stay of those leading figures of the peace and love movement. »
Radio-Canada
INTO THE VINE | TORONTO
« Six internationally highly acclaimed contemporary artists and design teams were invited to create a unique art installation taking inspiration from a specific wine variety that is part of the VQA Ontario portfolio. »
Toronto Guardian
Discover the event and the artists here
ART COLLECTION | FAIRMONT THE QUEEN ELIZABETH
« The collection features works by 37 contemporary Canadian artists displayed on 21 floors. A large portion of the artwork is exhibited in the public areas of the hotel. Because of this initiative, the hotel is now positioned as an artistic destination in Montreal. »
Hotelier
HUANGSHAN INTERNATIONAL ART SHOW | CHINA
MASSIVart is proud to have presented NOR MIND, a digital art installation by Daniel Iregui, at WUJIE International New Media & Art Exhibition in Huangshan, China. By supporting this approach, MASSIVart reaffirms its aspiration to promote Canadian creative talents beyond North American borders.
Read 关于亿品 EPEAN’s event report
ART COLLECTION | ALT OTTAWA
In collaboration with MASSIVart, artist Jason Cantoro created custom-made artworks inspired by the environment of the hotel.
Thanks to our distribution partner V2COM, first international newswire specialized in design, architecture and lifestyle.
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