A new home for La Vitrine in the heart of the Quartier des spectacles

MONTREAL, Feb. 9, 2012 /CNW Telbec/ - The Quartier des spectacles is entering a new phase with the opening of the 2-22, a vibrant hub that can only reinforce Montréal's position as a leader in cultural and community initiatives. Located at the intersection of Sainte-Catherine Street and the iconic Saint-Laurent Boulevard, the newly opened building has an impressive assortment of high-tech visuals - interactive terminals, giant screens and multi-media installations - produced through the creative genius of world-renowned Montréal company Moment Factory.

The 2-22 is home to nine different arts and community-based organizations, including La Vitrine culturelle (the cultural window) and CIBL, Montréal's French-language radio. CIBL's glass-walled studio means downtown passers-by can get a behind-the-scenes glimpse of on-air activity at a community radio station. As for La Vitrine, it is now better equipped than ever to effectively - and spectacularly! - promote the city's wide range of cultural activities and oversee the programming of its 1,345 partner venues. To do so, it has a variety of information tools at its disposal, among them the most complete transactional Web portal for events in the greater Montréal area and an augmented reality application.

"Increasing its tourist customer base is an important aspect of La Vitrine's primary goal, which is to promote cultural activities in the city. With the added excitement provided by new technology and unique multimedia installations, La Vitrine is now better positioned than ever to attract tourists and help them learn about Montréal's diverse and extensive cultural offerings, as well as better serve Montrealers," says Nadine Gelly, General Director of La Vitrine.

"The 2-22 building is both prestigious and inviting, and adds to our international reputation as a cultural and creative city. In addition to its location, which provides La Vitrine with unparalleled visibility, among its new neighbours are some of our city's prominent cultural and community organizations," said the Honourable Charles Lapointe, President and CEO of Tourisme Montréal. "The wonderful openness that characterizes this location will quickly make the 2-22 a choice meeting spot where members of the public, artists, researchers, producers, hosts and other members of the artistic community can meet to brainstorm, and perhaps lay the groundwork for the next great project," he concluded.

Aside from La Vitrine and CIBL, the 2-22 also houses the World House of Community Radio; the Association des radiodiffuseurs communautaires du Québec; Artexte, an organization that studies and promotes contemporary art; the Regroupement des centres d'artistes autogérés du Québec; Vox, a centre for the dissemination of contemporary images; FoRMaTS, a bookstore specializing in books on contemporary art; and St-Cyr, a restaurant whose name recalls both the 1940s burlesque sensation, Lili St-Cyr, and the risqué history of this storied part of town.

Tourisme Montréal is responsible for providing leadership in the concerted efforts of hospitality and promotion in order to position the destination on leisure and business travel markets. It is also responsible for developing Montréal's tourism product in accordance with the ever-changing conditions of the market.


For further information:

Pierre Bellerose
Vice President
Public Relations, Product Research and Development
Tourisme Montréal
514 844-2404
Twitter: @pierrebellerose

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