Montreal’s cultural heart : still beating in Quartier des Spectacles!

2 minutes

Montreal centre-ville

The cultural industry, particularly that of the performing arts, has been severely affected by the health crisis experienced this year. In the spirit of solidarity, the Partenariat du Quartier des Spectacles is launching the second phase of its campaign Coeur battant, highlighting the essential role that culture plays in the lives of Montrealers.

Created in 2003, the Partenariat du Quartier des Spectacles is a non-profit organization that contributes to the promotion, development and enhancement of the Quartier des Spectacles as the cultural heart of Montreal. Supported by the City as well as by several industry leaders, the Partenariat is also responsible for the planning and organizing of events in public spaces, helping to improve the cultural offering through its own projects and by its support for other initiatives.

This campaign is a reminder that culture is still very much alive in our hearts, and that, even during these difficult times, artists are deeply committed to reaching out to their audiences. Six well-known artists from different disciplines have agreed to participate in the campaign: Adib Alkhalidey, Lydia Bouchard, Ariane Moffatt, Emmanuel Schwartz, Stéphane Tétrault and Catherine-Anne Toupin.

The visual identity of the campaign uses the red halo, symbol of the Quartier des spectacles, as its main graphic element, symbolizing a beating heart, a living culture. Combined with black and white images, the campaign reminds us of the emotion shared between the artists and their audience.
Campagne Culture Vivante

One of the first initiatives launched as a tribute to the performing arts and its artisans was on display last month, when Place des festivals was completely illuminated in red, following on from the Éclairons les scènes event created by the Live Event Community organization.

In addition, since November 15, a number of free experiences invite Montrealers to come downtown and safely enjoy the joys of winter. Light sculptures, cheerful decorations and cozy urban installations adorn the Quartier des spectacles and Sainte-Catherine street, reserved for pedestrians from De Bleury street all the way to Saint-Laurent boulevard.


The iconic Loop designed by Olivier Girouard, Jonathan Villeneuve and Ottoblix will be back from December 3, 2020 to March 14, 2021 with a new visual design that celebrates Quebec literature produced with the support of SODEC. By activating Loop, you will see animated and scrolling images of Quebec illustrators inspired by literary works by great authors from here.

Are you also excited about the artists’ return to the stage? Show your solidarity with Montreal’s cultural scene and be part of the movement by sharing the hashtag #CultureVivante and applying the campaign filter on your profile picture.