A provocative speaker lineup draws attendees, but so does a carefully designed environment, which is why the organizers behind C2MTL—Commerce & Creativity refer to the event not as a conference but as a "three-day immersive experience."
Now in its third year, the event, held May 27 through 29 at the contemporary art space Arsenal, drew some 4,000 people—42 percent of whom were returning attendees. In addition to the main stage for big-name speakers such as Avatar director James Cameron, the event had interactive workshops, colorful lounges, and imaginative snack stations to engage attendees.
"We put on an event which is the event we would like to go to," said Will Travis of creative agency Sid Lee, which produced the conference.
Here's a look at some of the creative conference design ideas that added to the experience.
In the Solutions Lab, attendees could participate in some unusual brainstorming sessions. Small groups were invited to climb into a pit filled with clear, plastic balls, put on blindfolds, and engage in guided conversations that explored questions such as "How might we use technology to reimagine the retail shopping experience?"
Photo: Agnieszka Stalkoper
Creating an inspiring environment is one of the four pillars of the conference, and each year has a different look and feel. "We want to be a bit edgy, a bit shocking even," said Richard St-Pierre, C2MTL president and partner.
Photo: Beth Kormanik/BizBash
The conference had custom furniture designed to give people a place to perch but also facilitate conversations. Overall, there were fewer chairs than people, so "they're connecting whether they like it or not," joked St-Pierre.
Photo: Beth Kormanik/BizBash
Attendees could peer through a periscope that rotated 360-degrees for different views of the conference.
Photo: Beth Kormanik/BizBash
For attendees who wanted to skip the main stage talks—or couldn't find a seat—there was the Garage, a more casual venue with a vintage design aesthetic. The space showed live feeds of what was happening on the main stage but also offered its own programming, such as smaller presentations, business pitches, musical acts, and a bar and grill.
Photo: Jimmy Hamelin
The bars at the conference each had a different design. In the Garage space, retro cassette tapes covered the bar front.
Photo: Beth Kormanik/BizBash
Attendees could eat their words, literally, at an installation from Glasgow Studio that turned their tweets into dried pasta. A wheel of alphabet pasta would spell out the words of tweets from attendees who used the hashtag #EatThat. Clear bags holding the pasta also had stickers printed with the original tweet.
Photo: Beth Kormanik/BizBash
This year, C2MTL highlighted the efforts of the Montreal-based nonprofit One Drop, which works to provide clean water across the world. At drinking water stations throughout the floor, disposable cups were printed with messages that encouraged attendees to purchase reusable water bottles, with the proceeds supporting the charity.
Photo: Beth Kormanik/BizBash
Montreal-based caterer Agnus Dei created a popular interactive sorbet station. Rings of raspberry, mango, and coconut sorbet spun around a wheel, while guests simply had to hold a scoop up to the device to build their own cone.
Photo: Beth Kormanik/BizBash
Massivart organized a collection of interactive art installations including a giant Lite Brite created by local design studio La Camaraderie.
Photo: Jimmy Hamelin
Artist Miss Yad sketched live scenes from the conference that represented "moments of inspiration, moments of connection, moments of experimentation, and moments of celebration." Each day saw new sketches posted to a board near the entrance to the main stage that was marked with the hashtag #Momentum.
Photo: Beth Kormanik/BizBash
In the food area, colorful vegetables and herbs in tin cans provided a rustic contrast to the high-tech spaces inside.
Photo: Beth Kormanik/BizBash
Fast Company, the conference's media partner, sponsored a Reading Lounge in the middle of an outdoor plaza.
Photo: Beth Kormanik/BizBash
The Fast Company tent, with dramatic lighting and colorful seating, was a focal point to the plaza, which was designed with a more festive, casual feel than the indoor conference.
Photo: Beth Kormanik/BizBash
Several outdoor sponsor lounges were located in shipping containers. Although they held different companies, the lounges had a consistent design. About half of attendees are women, and the event design is purposefully "slightly feminine," said Will Travis of Sid Lee, which produced the conference.
Photo: Beth Kormanik/BizBash
Between speakers in the main Forum Microsoft space, author and strategist Justin Kingsley presented lighthearted segments called C2 Minutes. Designed to introduce the audience to Montreal culture, they often included interactive elements, such as inviting attendees to try the traditional greeting of kissing each other on the cheeks, while on stage, a "volunteer" couple started kissing on the mouth.
Photo: Jimmy Hamelin
For the main stage, organizers chose speakers that represented diverse sectors such as fashion, telecommunications, spirits, and fine art. "The main focus for this year is about transformation and helping people get into the mindset that they're comfortable changing their agenda," Travis said. "How are they going to transform their businesses, themselves, their lives?"
Photo: Beth Kormanik/BizBash
This year, C2MTL moved to a cashless food program to speed up service. Mobile boxed-lunch stations were stationed throughout the conference grounds and accepted credit cards as well as prepaid cards. Attendees could email themselves a receipt.
Photo: Beth Kormanik/BizBash
On the opening night of the conference, Cirque du Soleil performed a show called "The Creative Spark."
Photo: Jimmy Hamelin
Picnic tables in a covered dining area on the plaza encouraged attendees to interact. "Every area in the space is designed with a purpose," said Travis.
Photo: Beth Kormanik/BizBash
A marketplace stocked by the city's official design bureau sold Montreal-theme merchandise. The wares were also promoted as stylish gifts for meetings and events held in the city.
Photo: Beth Kormanik/BizBash
