Multicolore, the over 20-year-old events company behind Piknic Électronik and Igloofest, has acquired Montreal-based creative agency LNDMRK, as announced by Multicolore’s president, Pascal Lefebvre, on April 18th. The agency, which specializes in art-led experiential projects, is best known for the MURAL Festival.
LNDMRK was founded in 2013 with a mission to reimagine places and spaces, using art to forge connections and community. Their public art initiative and festival MURAL launched shortly after their founding and has since annually transformed summertimes on Saint-Laurent Boulevard into an open-air museum. After enduring a recent bankruptcy, LNDMRK, and thus MURAL, was at risk of folding.
Lefebvre’s desire to preserve the festival motivated LNDMRK’s acquisition significantly, as he said in a LinkedIn post, “letting [MURAL] disappear was not an option for Multicolore” (translated from French). Its 14th iteration will be carried out in early June with murals, installations, performances, and more, and will maintain LNDMRK’s venture as a pillar of Montreal’s cultural events and tourism scene.
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Great acquisition by Multicolore, glad to see the festival keep going on! Will be checking it out for the first time this year and shooting interviews with local artists as I run the Canadian Creatives pages and we just opened a chapter in Montreal.