Art at the heart of a commercial thoroughfare

In 2015, the Montcalm neighbourhood business development corporation (BDC), in partnership with the Musée national des beaux-arts du Québec (MNBAQ) and the City of Quebec, conceived the idea of ​​offering an outdoor public art activity to passersby on Cartier Avenue, between Grande-Allée and Chemin Sainte-Foy.

Light fixtures with 34 lampshades, decorated by Quebec artists, display 34 images, each approximately 25 feet long. They are illuminated at dusk. To offer a more immersive experience, the various partners had the brilliant idea of ​​enhancing the project by incorporating a digital solution to provide interactive cultural engagement.

Interaction with the artworks

In the fall of 2020, the SDC (Société de développement commercial – Business Development Corporation) adopted the MySmartJourney solution. Signs featuring QR codes and NFC tokens were installed at the base of the lampposts. Art became even more accessible to local residents, regulars, and visitors who frequent one of Quebec City's busiest streets.

Within reach of their cell phones, they could discover and access artistic anecdotes and information to better understand the artists' approach. This dynamic approach allowed them to understand and better appreciate the experience offered year-round.

An even more attractive avenue

Such an enriched experience fosters visitor engagement and ultimately aims to attract more curious onlookers or a new audience to Cartier Street, known for its charming restaurants and inviting shops, all located near the Musée des beaux-arts du Québec.

This is a prime example of successful collaboration and a shared vision between a business support organization, a major cultural institution, and a municipality. It is even more remarkable because it has been ongoing since 2015.

Every work of art has a story to tell.

These light fixtures are magnificent. The information provided to understand the artwork and the artistic process allows visitors to connect with these public installations. Their aim is to bring a unique and unusual beauty to the heart of the arts district. Since their launch in 2015, 10 Quebec artists have been featured, each illuminating the 34 lampshades with their own style and artistic sensibility.

In practice, one of the interactive elements on the enhanced information panel is activated using a mobile phone. Videos, text, images, and quizzes document the artistic process and offer an interactive experience for visitors. This interactive approach allows for direct immersion in the artwork.

You can also take a selfie and enhance it with graphic elements from the featured artist. The enhanced photo can then be shared on Facebook or downloaded as a souvenir.