How do you showcase the partnership between the Quebec forest industry and the Montreal Fashion & Design Festival? By creating engaging and informative on-site installations designed to celebrate the close relationship Quebecers have with wood and the huge innovative, ecological and design potential that makes it the perfect fit for a festival that celebrates Quebec’s designers.
To implement the brand-new partnership between the Fashion & Design Festival and the Quebec Forest Industry Council, Groupe Sensation Mode appealed to TUX to develop a 3-year campaign involving design installations at key locations on the festival site. With DESIGN/WOOD as the theme, our mission was to showcase the potential of a union, although improbable at first glance, between these two very different industries, while drawing attention to the positive practices of Quebec’s timber industry.
Thanks to the partnership with the Quebec Forest Industry Council, wood species native to Quebec were showcased in the piece: cedar, cherry, sugar maple, red oak and spruce. Having received the raw material directly from the members of the CIFQ, we proceeded to develop a design that would give wood its proper place and justify its presence at this colourful event.
Early editions saw us establish the relationship between wood and the world of fashion through a variety of playful and educational booths located throughout the festival site.
A relocation to the Place des Festivals venue, a more refined and impressive site, gave us the opportunity to structure a terrace around the water features. The terrace invited the public to “strut” along the low walkway leading to the seating area located in front. An elevated area for relaxing and admiring the designers’ fashion shows on the Festival’s official runway, the terrace also contained a family space where children could play and cool off thanks to the water features. The terrace was an intermingling of wood and water, an association greatly appreciated by local and international audiences. In an effort to maximize the potential of the materials and reinforce the environmental message, elements of the installations were reused from one year to the next.
The installations allowed festival-goers to take a break and converse in a symbolic sculptural universe that reflects the union between the fashion industry and wood, a renewable resource that is simultaneously beautiful, versatile and environmentally friendly. One of the most rewarding things to see was visitors taking ownership of the space, children playing in the water and participants taking full advantage of the environments we had created.