Montreal’s contemporary art museum annual fundraiser
Les Printemps du MAC is a committee dedicated to introducing the Musée d’Art Contemporain of Montreal to a new generation of leaders. It has a dual mission: firstly, to raise awareness of both contemporary art among this group, and the important role the MAC plays in preserving and promoting this art heritage across Quebec, Canada and at the international level.
The museum gave us carte blanche to develop the concept of the thirteenth edition of the event.
The theme we’ve chosen refers to the eccentric world of the creative Berlin of the 90s. A time in which evenings are multiplied in squats feutrés, all in an atmosphere of underground warehouses. Challenging the conventions leads to the emergence of new creative trends: the art of this underground period is daring, made of graffiti, torn posters and hard-hitting statements. Everything becomes a playground: from the punk look to the experimental sound, the personalities assert themselves loud and clear. We also relied on the Club Kids movement, taking place in New York at the same era. The young people stood out with extravagant looks inspired by queer culture. The evenings, organized within the metro itself or in abandoned places, were the scene of flamboyant celebrations, off the beaten path of the time.
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Clash Kids - Les Printemps du MAC (2019)
Credits:
Client : La Fondation du Musée d'art contemporain de Montréal
Agency : La Maison W Montréal (Havas Montréal)
Creative Director : Nikolaos Lerakis
Identity Art Director : Virginie Malette
Event Art Director: Jean-François Gervais (MOOG Audio)
Campaign photographer: Jimmi Francoeur
Campaign stylist: Sabrina Deslaurier
Campaign MUA: Marika D’Auteuil
Campaign models: Julia Leblanc, Alex Nuku
Event Photographers : Karel Chladek, Bruno Guérin, Sylvain Granier
Event Photographers : Karel Chladek, Bruno Guérin, Sylvain Granier
Event producer: Tania Tassone
The Committee
Co-chairs: Alexandra De Roy (EXO) & Stéfanie Stergiotis (Flair Airlines)
Committee: Shady Admad (Budge Studios), Virginie Bourgeois (2019 MBA candidate), Ariane Bisaillon (Blakes), Erika Del Vecchio (Pierre-François Ouellette), Francis Guindon (Quartz Co.), Lysandre Laferrière (Saputo), Jean-François Gervais (MOOG Audio), Marion-Isabelle Muszynski (National Bank), Catherine Plourde (De Grandpré Joli-Cœur), Marie-Josée Therrien (TD Bank)
