ROYALMOUNT in Montreal: A luxury retail and entertainment destination rooted in art

As a strategic partner with real estate developer Carbonleo, MASSIVart helped build the brand and identity of ROYALMOUNT, a new world-class 800,000 sq. ft. mixed-use development in midtown Montreal.

As the largest private development in Quebec, ROYALMOUNT is envisioned to become a unique retail and cultural destination, with more than 170 stores including many global luxury brands, over 60 cafes and restaurants, offices, green spaces including a 77,000 sq. ft urban park, as well as a variety of large-scale art and cultural attractions. ROYALMOUNT is also Canada’s first 100 per cent carbon-neutral mixed-use development that puts sustainable transportation and walkability at the forefront. The new development will be completely walkable with all services reached within 15 minutes and under, the site will also feature EV charging stations and an eye-catching skybridge that connects to Montreal’s Metro.

MASSIVart’s creative leadership in shaping a new kind of retail destination for Montreal and for Canada, had to go beyond just public art. It needed to be as dynamic as the vision with every corner mirroring the project’s ethos of connection, creativity, and sustainability.

“The art walk speaks to ROYALMOUNT’s distinct and unifying essence. We want to celebrate art, democratize it and open it for everyone to discover, draw inspiration from, enjoy and be moved by the works of artists from here or elsewhere,” said Andrew Lutfy, CEO of Carbonleo and co-owner of ROYALMOUNT. “By making human connections the driving force behind our initiatives, we look forward to offering the community a visual experience that evolves, an open-air museum visitors will find enriching, that will kindle their curiosity, their emotions, and also spark discovery.”

MASSIVart’s Approach

Our placemaking strategy included everything from curating large-scale public art installations, to enhancing storefronts and interiors of yet-to-open shops with captivating art to create emotional connections between visitors and retail brands.

Working with both the local and international artist communities, we created an inclusive, museum-quality experience designed to foster an inspiring gathering space that stimulates social connections. The art program throughout the shopping centre includes a combination of murals, sculptures, and photographs by over 30 emerging and established artists. A thoughtfully curated art walk, themed “Unexpected Horizons,” features pieces from artists around the world, inviting visitors to explore thought-provoking art that reflects diversity and inclusivity.

Live Cultural Programming & Events

A few weeks after their grand opening, we brought the space to life with a four-day event that featured a fusion of fashion, gastronomy, artistic performances and creative workshops. This event was just the beginning of year-round programming designed to engage, inspire, and connect the ethos of ROYALMOUNT with its visitors as a dynamic cultural hub for the city.

Check out our news page for updates on ROYALMOUNT’s evolving events and activations.