How C2 Montréal Challenged Attendees to Take Risks

Participants interacted on a Ferris wheel, in a nest, and sitting in chairs suspended from the ceiling—all with the purpose of fostering engagement.

Mitra Sorrells

June 9, 2015

More than 5,000 people from 42 countries convened in Montreal May 26 to 28 for C2 Montréal, the buzzy conference conceived by creative agency Sid Lee that has become known for its innovative design. The underlying goal of the event is to explore the relationship between commerce and creativity and how that can impact the business world. This year organizers fostered that concept by creating opportunities to break down barriers between participants.

“We built immersive experiences with the intent of forcing people to be together, forcing people to challenge their thinking. But also out of this experience they are not only friends, they are more open to actually transact,” said Richard St-Pierre, president of C2 Montréal.

Here’s a look of some of the creative activities that brought attendees together both inside and outside the venue, contemporary art space Arsenal.

A moderator led guests in a seven-minute discussion of business topics while they sat in chairs suspended inside a net 18 feet in the air. “When you are physically at risk of something, your perception of who you are, the environment, the world, will change. So that’s what we wanted to accomplish,” St-Pierre said.

Photo: Felix Renaud

The “Cloud of Fog” was a 40-foot tentlike structure filled with fog. Groups of seven attendees stood inside and participated in a moderator-led discussion, but they could not see one another. As the session progressed, the participants would take small steps forward, until the end when they were all gathered in the middle and close enough to see one another. St-Pierre said by removing the ability for participants to see one another, the experience “completely disconnected the person from the persona. Once everybody was out, you would see those groups coming back again to share coffee and such," he said.

Photo: Sebastien Roy

C:Lab, the creative laboratory of Cirque du Soleil, used real tree branches to create the Nest, a hollow structure measuring 30 feet across and sitting 10 feet in the air. Participants were invited to climb a ladder into the nest where a moderator led them in a discussion. To leave the nest, attendees slid down a slide.

A virtual reality experience from Ubisoft enabled participants six guests at a time to virtually walk around Paris’s Notre Dame cathedral together.

Photo: Jimmy Hamelin

During the “In the Mouth” food events, participants received information and instructions throughout the meal via headphones.

Photo: Sarah-Jade Champagne

Using E-180’s matchmaking platform, more than 1,345 “brain dates” took place during the three-day conference, double the amount from 2014.

Photo: Sarah-Jade Champagne

Located alongside Montreal’s Lachine Canal, C2’s outdoor plaza included a Ferris wheel, a tent, food services, and a variety of seating areas. Organizers encouraged attendees to meet for “brain dates” in one of the Ferris wheel pods.

Photo: Allen McEachern

The outdoor plaza included a new venue, the Big Top BDC. Hosted by the founders of Montreal’s 7 Fingers circus, the venue had space for about 200 people.

Photo: Sarah-Jade Champagne

Inside the Big Top BDC, participants listened to a variety of speakers on topics such as investment, social business, innovation, renewable energies, and technology.

Photo: Jimmy Hamelin