During the recent inauguration of an additional building for the Montreal Museum of Fine Arts (MMFA), locally based outdoor advertising agency Astral Out-of-Home unveiled a ‘digital column’ prototype, which will promote the museum’s programs.
The column was designed by Michel Dallaire Design Industriel in Montreal and manufactured by Groupe Poitras in Quebec City. It is equipped with a pair of 1.8-m (72-in.) high-definition (HD) liquid crystal displays (LCDs) that, like Astral’s other digital signage network faces, will feature six alternating messages per minute, with all content managed from a digital control centre.
Specifically, the prototype will showcase MMFA’s upcoming free exhibits and concerts. The new building, the Claire and Marc Bourgie Pavilion of Quebec and Canadian Art, houses a 444-seat concert hall that opened in time for the 2011/2012 performance season.
“We are thrilled with Dallaire’s design, perfectly integrated with its environment in front of the new pavilion, which is surrounded by a sculpture garden on Du Musée Avenue and Sherbrooke Street,” says Danielle Champagne, the museum’s director of communications. “Astral’s technical team accomplished a tour de force by delivering this project in record time.”