MONTREAL, Sept. 25, 2018 /CNW Telbec/ - Nearly 800 guests from the art and business worlds gathered at the Musée d'art contemporain de Montréal on September 22 for the famous annual MAC Ball. With "Interruption" as its theme–a nod to the museum's upcoming transformation that will begin in 2019–the MAC Foundation's largest fundraising event gave guests one last chance to enjoy the museum as it currently stands.
A one-of-a-kind evening filled with light and sheerness
Orchestrated by Marie-Josée Simard, Chairperson of the Ball Committee, and designed and staged by Bob Agency, the exclusive event immersed guests in a space where time seemed to stand still, a parallel universe drenched in light and transparency as a reflection of the new MAC's architectural transformation. Throughout the evening of light shows, projections and special performances, guests experienced a surreal event that was both sublime and eclectic. The colourful, mysterious and festive atmosphere was taken to a new level by an electrifying performance by Loud. Guests also danced to sets by DJ Thomas H and Nils Fluck, as well as by Alex Nevsky, who stepped into the role of DJ for a night. During the famous Ball auction, one of the event's traditions, guests had the chance to purchase a work of art or package in support of the Foundation. The auction was made possible thanks to the generous spirit of donors, artists and MAC partners.
The MAC's imminent transformation at the heart of the festivities
In addition to being immersed in the night's theme, which was a direct nod to the MAC's transformation, guests witnessed the unveiling of the model of the MAC's new look. Designed by the Québec architect consortium Saucier+Perrotte Architects / GLCRM & Associés Architectes, the inspiring, light-filled and relevant project will turn the Museum into a resolutely contemporary construction that is fully coherent with the Museum's raison d'être. A major fundraising campaign organized by the MAC Foundation will soon be launched with the objective of raising $7 million.
"The Ball is one of the Ball's key events, a true celebration of modern art that contributes financially to the MAC's activities and visibility. The 2018 edition will be remembered as a historical moment when we celebrated the Museum's future just before its transformation and we worked together to build the MAC of tomorrow and give it even more life, relevance and vision," said Marie-Josée Simard.
"We were extremely pleased to use our know-how in experiential creation for such an important cultural institution as the MAC," said Claudéric Saint-Amand, Bob Partner. "The Interruption experience," he added, "was just as magnificent and innovative as the MAC's current programming, and it allowed guests to enjoy their last moments in the MAC as they have known it."
A major financial impact
Every year, the MAC Ball, the Foundation's main source of funding, sells out months in advance. The standout event marking the start of a new cultural year and its prominent guests help create a strong community for the MAC while building a network of patrons committed to local culture.
The event allows the Foundation to contribute financially and practically to the MAC's activities. This important contribution is used, most notably, to support the MAC's educational activities, enrich the MAC's Collection, extend the reach of contemporary Quebec artists and bring some of today's leading international artists to Montreal.
Supporting Québec producers and designers
As it is a major event, it was important for the MAC Ball to support Québec producers and designers. The evening's caterer, Fairmont Queen Elizabeth, under the direction of Armando Arruda, served a modern, bold and original five-course meal.
The MAC Ball is known for its glamorous red carpet where all the most spectacular outfits are displayed. Several Ball guests chose to wear Québec designers this year, notably Laruelle, worn by Ball Committee members Marie-Josée Simard, Violette Cohen, Nathalie Goyette and Elizabeth Camiré. Also members of the Committee, Debbie Zakaib and Sophie Banford wore creations by Denis Gagnon.
Organizing such a successful event every year would naturally be impossible without crucial help from our precious partners and the Organizing Committee that help strengthen the MAC's philanthropic tradition and build a new community to support the museum. Putting the undeniable prestige and glamour of the event aside, the MAC Ball finds its true purpose in the generosity and commitment of the Organizing Committee's members who give their time, talent and energy to the cause.
This year's Honorary presidents of the Ball were:
- France Margaret Bélanger, Executive Vice President, Commercial and Corporate Affairs, Montreal Canadiens Hockey Club, Bell Centre and evenko
- Éric Bujold, President, National Bank Private Banking 1859
- Nathalie Goyette, Partner, Tax, PwC Law LLP
The evening's Hosts presidents were:
- François Dufresne, Chairperson of the Board, MAC Foundation
- Marie-Josée Simard, Chairperson of the Ball Committee, MAC Foundation
- John Zeppetelli, Director and Chief Curator, MAC
The members of the Ball Committee, which was chaired for the first time by Marie-Josée Simard, were:
- Sophie Banford, Executive Director and Editor, KO Média
- Anne-Marie Barnard, Director, Communications, Marketing and MAC Foundation
- Elizabeth Camiré, Lawyer
- Violette Cohen, volunteer tour guide, Montreal Museum of Fine Arts
- Naila Del Cid, Coordinator, MAC Foundation
- Nathalie Goyette, Partner, Tax, PwC Law LLP
- Stéphanie Larivière, Managing Director, Equity Capital Markets, National Bank
- Danièle Patenaude, Assistant Director, MAC Foundation
- Jean-Philippe Shoiry, Head of Content Strategy and Partner, Republik
- Nicolas Urli, A5 Hospitality - Partner (Jatoba, Flyjin, Hà, Blumenthal, Nhau Bar)
- Debbie Zakaib, Executive Director, mmode
About the Musée d'art contemporain de Montréal
Located in the heart of the Quartier des Spectacles, the Musée d'art contemporain de Montréal (MAC) makes today's art a vital part of Montréal and Québec life. For more than fifty years, this vibrant museum has brought together local and international artists, their works and an ever-growing public. It is a place of discovery, offering visitors experiences that are continually changing and new, and often unexpected and stirring. The Musée presents temporary exhibitions devoted to outstanding and relevant current artists who provide their own, particular insight into our society, as well as exhibitions of works drawn from the museum's extensive Permanent Collection. Every form of expression may be featured: digital and sound works, installations, paintings, sculptures, ephemeral pieces, and more. In addition to its wide range of educational activities familiarizing the general public with contemporary art, the Musée also organizes unique artistic performances and festive events. It is a window onto a myriad of avant-garde expressions that increase exposure and awareness of art throughout the city and beyond.
About the MAC Foundation
The Foundation of the Musée d'art contemporain is dedicated to supporting the museum in its various activities, with a focus on building the collection, mounting exhibitions and maintaining educational programs. To achieve this mission, the Foundation's mandate is to raise funds from organizations and individuals interested in promoting and preserving contemporary art from Québec, Canada and abroad. In this way, the Foundation helps raise the profile of the collection at the heart of Canada's premier institution devoted exclusively to contemporary art.
Founded in 2002, Bob is a strategic and creative marketing communications agency. Bob boasts extensive expertise in shopper marketing, advertising, digital marketing, content marketing and event marketing. Bob's major clients include l'Institut universitaire en santé mentale de Montréal Research Center, Danone, Déco Surfaces, Equisoft, The Lise Watier Foundation, Jean Coutu Group, Sésame Group, KPMG, Nutrisanté Laboratories, Laboratoire Suisse, Lowe's Canada, Metro, Mouvement Desjardins, Nutrilait, Saputo, Unilever Canada, Venmar Ventilation ULC.
SOURCE Musée d'art contemporain de Montréal
For further information: Roxane Dumas-Noël, Head of Public relations, Musée d'art contemporain de Montréal, [email protected], T. 514 847-6232 / C. 514 944-4472