MASER'S ROYALMOUNT MASTERPIECE
Royalmount was born from the desire to breathe new life into Montreal's largely untapped Midtown neighbourhood. Before construction on the ambitious urban centre had even begun, we embarked on a mission to revitalize the abandoned Salada tea factory building on the project site, creating a 50,000 square-foot mural that continued to evolve as Royalmount was being developed.
With Sid Lee as creative consultant, we selected Irish muralist Maser for the project, who more than met the challenge of creating cultural capital with ‘Le Champ Libre Royalmount’ – a masterpiece featuring bold colours, geometric shapes and eclectic motifs. Since its unveiling in 2016, the stunning mural has helped make Royalmount one of the most Instagrammable spots in the city.