Art. Music. Community Montreal at it's most vibrant

LNDMRK is the creative agency and strategic force behind MURAL. As its originator and curator, LNDMRK has shaped the festival’s vision from day one , transforming an ambitious idea into one of the world’s leading public art platforms. From strategy and branding to curation and production, LNDMRK continues to guide its evolution, ensuring MURAL remains an international reference for urban art and cultural placemaking.

In just over a decade, MURAL has redefined how art and culture activate public space. It is both a cultural beacon and a living laboratory  setting benchmarks for how success in placemaking is measured, from economic uplift to community belonging.

Through MURAL, LNDMRK has proven that art-led experiences are not just cultural events they are powerful economic and social engines. Attendance, tourism revenue, and social media impact all demonstrate that public art generates tangible returns. This challenges the outdated notion of cultural projects as “intangible” and positions them as strategic investments for cities, developers, and brands

What It Means for the Future of Placemaking

MURAL is a prototype for the city of the future , showing how creativity can shape vibrant, inclusive, and sustainable spaces. Its role as a KPI laboratory sets new standards for placemaking, where success is measured by aesthetics, by community belonging, as well as economic uplift, inclusivity, and emotional resonance. Future placemaking projects, inspired by MURAL’s model, will rely on data-driven storytelling to prove impact, attract investment, and balance cultural value with economic sustainability.