Joe Lovett is director of strategic planning at Cramer, a Boston-based brand experience agency with expertise in event production, content development, and marketing. After years of following BizBash’s coverage of C2 Montréal, he decided to attend the event in person this year, looking for ideas and trends that may impact his agency’s work. Here's a first-person account of his experience.
C2 Montréal is consistently recognized as one of the industry's most innovative events. Through coverage of past C2s, I have seen the amazing imagery, the innovative installations, and the unique workshops and labs. I have seen C2 become the premier playground for event marketers to explore. With some pushing from our partners at PixMob, 2017 was finally my year to attend. And C2 2017 did not disappoint. This photo gallery aims to capture my first-timer's perspective, but truly only captures a fraction of what it feels like to be a participant in this holistically unique experience.
The “Sky” lab was one of the most popular activities at C2 Montréal. In groups of five, we sat in chairs suspended about 20 feet off the ground, surrounded by a cylindrical projection surface. The purpose was to spend about 20 minutes brainstorming. That can feel like eternity if trapped with the wrong people! But thankfully my group was amazing, and while we definitely went way off topic, we had a great conversation. Even after we were released from our constraints, safely back on terra firma, we continued our conversation for another 20 minutes.
Photo: Courtesy of Joe Lovett/Cramer
Overwhelming is an understatement when it comes to the first few hours of your first C2. This FOMO feeling and anxiety level was amplified through the blistering-paced ticker-tape style signage that lit up the Hangar area. It offered a mix of formal, scripted messages and comments from attendees.
Photo: Courtesy of Joe Lovett/Cramer
The “360 Big Top” was the event’s new main stage. It was massive on the outside, yet felt extremely intimate on the inside. Requiring no view-obstructing poles, every seat had a great view of the center stage. The speakers’ stories were complemented by the thematic moving organic shapes projected onto the entire ceiling by 12 projectors using 3-D motion design. An electronic music duo, the Gulf Stream, and five dancers, entertained guests in between speakers.
Photo: Courtesy of Joe Lovett/Cramer
In the “Blueprint” lab we created our own urban plan using the principles of design from greats such as Frederick Olmstead. Then the group put our designs together to see if we could create a unified vision from our various perspectives. We all eventually realized that we were still being nice and respectful of each other’s designs even though the goal had changed. A reminder to keep goals in mind and iterate when they change.
Photo: Courtesy of Joe Lovett/Cramer
Easily the most popular lab, “Cake” was booked early each day. Participants took a deep dive on each ingredient that goes into a cake. For example, one group focused on sugar, learning about the history and the relationship and effect it has on the other ingredients and the final cake. The cake was slowly built layer by layer throughout the conference and ultimately distributed and eaten by participants, allowing us to all take part and to take away something from all attendees.
Photo: Courtesy of Joe Lovett/Cramer
Stacked, colorful shipping containers loomed over the C2 Village, offering intimate, comfortable, catered spaces where vendors could entertain clients while watching the live stream from the 360 Big Top, located behind them.
Photo: Courtesy of Joe Lovett/Cramer
It was clear to me that organizers want to encourage attendees to interact—in both large and small settings. “Brain dates” are C2’s term for strategic networking. These 30-minute meetups are coordinated through E-180’s platform, where attendees input both topics they have expertise in and ones they want to learn about. Organizers created an intimate lounge for these meetings filled with living-room-style furniture.
Photo: Courtesy of Joe Lovett/Cramer
The Klik platform by PixMob allowed participants to effortlessly exchange information, register for talks and labs, book Brain Dates, and even pay for a cocktail or two. When I registered for a lab with my badge, my schedule was updated on my Klik calendar view.
Photo: Courtesy of Joe Lovett/Cramer
A bicycling videographer interviewed guests about their experience at C2. The frame mounted on the back of the bike made it look as if there is a moving painting behind the interviewee. The feedback will be used to improve future conferences and also for promotional footage.
Photo: Courtesy of Joe Lovett/Cramer
The “Aquarium” was a glass-enclosed booth where organizers conducted live-streamed interviews with speakers and guests.
Photo: Courtesy of Joe Lovett/Cramer
Conference organizers created a variety of ways for each attendee to leave their own unique stamp on C2. Polaroids clipped to string and thoughts written on large whiteboards and sticky notes personalized the experience.
Photo: Courtesy of Joe Lovett/Cramer
Finding a quiet spot for a conference call or just getting out of the cacophony of C2 for a few minutes was accomplished through sound-proofed Framery boxes. These cozy boxes gave participants quiet and comfort while still allowing them to take in the sights from the outside world.
Photo: Courtesy of Joe Lovett/Cramer
There was ample opportunity to network and grab a cocktail and meal at C2. The modular floating barge is the largest of its kind ever built and offered an ambience and an amazing view of the Lachine Canal.
Photo: Courtesy of Joe Lovett/Cramer
C2 partnered with Chromatic Pro, a Montreal-based collective that fosters conversations between artists, entrepreneurs, and professionals. The organization created an “Art Installation Market” with 12 digital works, including this one where guests could layer bright digital compositions over themselves using Mateo Mounier’s Digital Skin.
Photo: Courtesy of Joe Lovett/Cramer
Even decorative elements had a purpose. For example, mirrors were used in a variety of ways, and one was warped and fragmented, a reminder to break current perspectives, find different viewpoints, and look inward while looking forward.
Photo: Courtesy of Joe Lovett/Cramer
Some of my favorite parts of C2 were the arresting and surprising pieces of art that represent the various emotions that people feel at the conference. One statue of a young woman was either having a eureka moment or had been totally engulfed.
Photo: Courtesy of Joe Lovett/Cramer
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