Astral Out-of-Home (OOH), now a division of Bell Media, has introduced new ‘street furniture’ to be installed throughout Montreal’s Quartier des Spectacles, featuring both digital and static advertising faces.

Through a partnership with Montreal’s Ville-Marie Borough, Astral will install 14 OOH ad columns, including 10 with digital signs. All are designed by Michel Dallaire, known for his involvement in the Bixi self-serve bicycle system, Astral’s digital column in front of the Montreal Museum of Fine Arts and street furniture in the city’s Quartier International. The new structures will be equipped with liquid crystal display (LCD) screens, near field communications (NFC) technology and, reflecting their integration into the public space, control units for traffic lights.

“Astral and its partners’ desire to achieve seamless integration of OOH structures downtown demonstrates their willingness to promote Montreal as a smart and innovative city,” says Dallaire.

Intended to host festivals and other cultural events, the Quartier des Spectacles is a designated downtown entertainment district known for its illuminated pathways, nighttime wall projections and other dynamic media.