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The Driving Force - La Bougie d’Allumage

Une présentation entièrement bilingue sera mise à disposition dans les prochains jours/semaines, au fur et à mesure que ce processus exploratoire se poursuit et devient plus clair.

Version préliminaire en français

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Le Contexte: Peanut Project / Projet Peanut (click on image to read)

En français ici.

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4C (“Foresee”) — Cultural & Pavilion Framework Summary

4C is a curated cultural campus designed to showcase Montréal’s identity while serving as permanent infrastructure for global culture-makers. It combines place, story, technology, and IP creation into a unified, always-on ecosystem.

The objective is to export Montreal’s distinct heritage to global tourists, but also import others to showcase the best to Montreal.

See next slides…

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4C (foresee): Culture, Creativity, Commerce Centre

This overview captures the cultural, creative, commercial centre & campus housing/adjacent to an eventual stadium to serve as home of the Montreal Expos.

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A) What will this area house?

Culture

Creativity

Commerce

Export Montreal’s history to the world

Import the world on Montreal’s stage

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1) The Academy - Entrepreneurship School

Great for tech and all business fields, but a special track for creatives & athletes. For the philosophy of the curriculum.

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2) Museums & Possible Pavilions (“d’la pub pour Mtl” :)

“Gens Du Pays” – Les icônes du Québec: Celine Dion, Maurice Richard, Denis Villeneuve…
“Le Parc Jarry” – Expos history, players, builders, moments, memorabilia.
“Montreal au monde” – Global / Montreal moments: Lennon/Ono Bed-in, Expo 67, F1, Hockey’s most successful team, JFL,
“Batisseurs” – John Molson, Pierre Peladeau, Sam Bronfman, Bombardier, Paul Desmarais, Jean Coutu, Guy Laliberté, Alain Bouchard, etc.
“La Cité Créative” – Arts, Culture & Imagination: Cirque du Soleil, Arcade Fire, Leonard Cohen, Oscar Peterson, Robert Lepage, MAC / Musée des Beaux-Arts, Ubisoft Montréal (global gaming hub), AI-driven creative arts (MILA, etc.)
“Innovation & Ingéniosité” – Science, Tech & AI: Yoshua Bengio, MILA, Bombardier, CAE, aerospace innovation, quantum research, green tech, Behaviour Interactive, Warner Bros. Games Montréal, AI research clusters.
“La Belle Ville” – Architecture, Urbanism & Design: Habitat 67, Expo 67 pavilions, Montreal Metro design, Quartier des Spectacles, Old Montreal, Mount Royal Park, sustainable urban design, winter city innovations.
“Festivalopolis” – Festivals, Events & Global Gatherings: Formula 1 Grand Prix, Montreal Jazz Festival, Just For Laughs, Osheaga, Francofolies, Nuit Blanche, MURAL, Fantasia Film Festival.
“Le Hockey Monde” – Hockey Capital of the World: The Montreal Forum, 24 Stanley Cups, Maurice Richard, Jean Béliveau, Guy Lafleur, women’s hockey excellence, Team Canada history, international hockey milestones.
“Le Village Gastronomique” – Food, Cuisine & Culinary Innovation: Schwartz’s, Joe Beef, Toqué!, poutine culture, Jewish delis, French–Québécois fusion cuisine, multicultural gastronomy, Little Italy, Chinatown.
“Les Voix de Montréal” – Media, Storytelling & Cinema: Denis Villeneuve, Xavier Dolan, NFB / ONF, MusiquePlus legacy, Montreal comic arts (e.g., Michel Rabagliati), digital creators, documentary filmmaking.
“Les Rivières du Monde” – Immigration, Diversity & Multiculturalism: Haitian, Lebanese, Vietnamese, Italian, Jewish, Portuguese, North African communities, Little Italy, Little Portugal, Chinatown history, refugee and newcomer stories.
“Sportpolis” – Multi-Sport Culture: CF Montréal, Rogers Cup tennis, cycling culture (Bixi, Tour de l’Île), Olympic athletes, boxing (Artur Beterbiev), MMA and Brazilian jiu-jitsu scene, university sports.
“L’Histoire Vivante” – Indigenous & Franco-North American Heritage: Kanien’kehá:ka (Mohawk) history, Indigenous contributions, early French settlement, fur trade era, Quebec cultural evolution, linguistic heritage, reconciliation narratives.
“Expo 67 Reimagined” – Past as Blueprint for the Future: immersive Expo 67 recreation, VR/AR installations, international pavilions revisited, youth and education programming, climate innovation, future-of-cities concepts.
“Montréal Pop!” – Fashion, Style & Street Culture: local designers, indie fashion, hip-hop and bilingual music scenes, skate/BMX culture, winter fashion innovation, street art, nightlife and creative districts.
“Le Fleuve & La Ville” – River, Trade & Environment: Port of Montreal, St. Lawrence Seaway, shipping and maritime history, waterfront redevelopment, blue economy, environmental stewardship, river-linked urban life.

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2) Museums & Possible Pavilions (breakdown)

4C – “Foresee”: Montreal’s Story, Reimagined for the World

4C is a celebration of Montréal’s identity—past, present, and future.� It is an invitation to rediscover who we are, to honor those who built this city,� and to imagine who we can become.

At a time when global cities compete not just on economics but on culture, creativity, innovation and civic vision, Montréal stands uniquely positioned. Few places blend heritage and modernity as naturally as we do. Few cities have left such a powerful imprint on the world—through art, sport, intellect, industry, festivals, and imagination.

4C brings these threads together into a unified experience:� the icons who shaped Québec, the builders who transformed it, the artists who inspired the world, the innovators charting our future, the athletes who electrified us, the diversity that enriches us, and the spirit of Expo 67 that still defines us.

This is not simply an exhibition.� It is a living narrative—a civic blueprint, a cultural symposium,� and a forward-looking declaration of what Montréal can be over the next century.

4C is the place where Montréal tells its story to itself, and to the world.� Where we honor our roots, celebrate our rise, and envision the horizon ahead.

4C is Montréal’s next global moment—� a chance to foresee, together, the future we want to build.

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Thus, Part I is “Exporting” Montréal as a Global Cultural Capital

4C anchors itself in the full spectrum of Montréal’s identity, organized into thematic districts rather than static exhibits:

Icons & Identity – Québec and Montréal figures who shaped global culture (Céline Dion, Maurice Richard, Denis Villeneuve).
Baseball & the Expos – The Expos’ legacy, history, and civic meaning.
Montréal to the World – Global moments born in Montréal (Expo 67, F1, Lennon/Ono, JFL).
Builders – Entrepreneurs and institutions that built modern Montréal (Molson, Bronfman, Bombardier, Cirque du Soleil, Couche-Tard).
Creative City – Arts, music, film, gaming, and imagination (Leonard Cohen, Arcade Fire, Ubisoft, Cirque).
Innovation & Ingenuity – AI, aerospace, science, and research leadership (MILA, Yoshua Bengio, CAE, quantum, green tech).
Urban Design & Architecture – Habitat 67, the Metro, Quartier des Spectacles, winter-city innovation.
Festivals & Live Culture – Jazz Fest, F1, Osheaga, Francos, Nuit Blanche.
Hockey Capital – Canadiens history, international hockey, women’s excellence.
Food & Gastronomy – Montréal’s culinary identity and multicultural cuisine.
Media, Cinema & Storytelling – Film, documentary, digital creators, and narrative craft.
Immigration & Diversity – Montréal as a mosaic of global communities.
Living History – Indigenous, Franco-North American, and linguistic heritage.
Expo 67 Reimagined – The past as a blueprint for future cities, climate, and education.
Pop, Fashion & Street Culture – Music, design, nightlife, and youth culture.
River, Trade & Environment – The St. Lawrence, trade, sustainability, and urban life.

Together, these form a living portrait of Montréal as a global cultural engine, not a museum.

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3) Creative Studios

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3.1. Montreal has long been an exporter of media & entertainment

WatchMojo is the latest media & entertainment export out of Montreal

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3.2. Montreal as seen by others

WatchMojo is headquartered in the Mile End, which is a cross between Williamsburg and Soho (Mile End was voted 2nd most “hipster” neighborhood (for better or worse).

It’s just north of Le Plateau...”

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3.3. Montreal is a hub for gaming & AI, too

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3.4. Platform: WatchMojo Global Reach: 100M Viewers | 50M Subscribers

WatchMojo operates a network of 30+ owned-and-operated channels and editions on many platforms:

Web, OTT, OOH
YouTube, Snap, TikTok, Facebook, Twitter etc.
North America, LatAm, Asia, Europe
English, Spanish, and 30 other languages

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4) Sphere?

WatchMojo at MSG (2017)

Sphere was developed by MSG Networks.

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5.1) Live Entertainment

From a presentation to Cirque du Soleil.

Covid slowed down development, but large pipeline of such productions

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5.2) Live Entertainment: WMLive �(Music, Comedy & Awards ceremony show)

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5.3a) Live Entertainment: Music, concerts

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5.3b) Live Entertainment: Music, concerts

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5.3c) Live Entertainment: Music, concerts

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6) Youth Sports

As I have followed my daughter’s volleyball experience, development & journey, and having played it myself, I am exploring a MsMojo Volleyball tournament (inviting families from New England, Ontario, Atlantic provinces). My initial idea was initial one in YUL & then move around; but more than happy to just base it here.

Could be a Jeanne Mance-style setup on sand, or indoors (flexible as to community’s needs & climate considerations)

Idea was to promote it on MsMojo & promote Montreal as tourism spot for teams’ families while showcasing the event globally.

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7) Importing the Best of the World to Leverage 4C as Stage & Canvas

4C is activated through permanent, curated partner pavilions—not pop-ups, not retail, not trade shows.

Each pavilion:

Is brand-native, not logo-driven
Is experiential and content-generating
Produces original IP, formats, and narratives
Operates year-round as culture infrastructure

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4C: Making Montreal a canvas for Art, Tech, Culture

Tech companies (Nintendo, Microsoft, Google, Samsung, Sony)
Music labels (Sony Music, Universal, Warner)
Movie studios & franchises (Marvel, DC, Universal, Warner)
Sports leagues (MLB, NBA, NHL, FIFA, F1)

Each category uses the same underlying logic, with different cultural languages—ensuring coherence without sameness.

Some examples on following slides.

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4C: Nintendo

Nintendo Pavilion @ 4C

A permanent NINTENDO-branded pavilion at 4C, celebrating play, creativity, and intergenerational fandom.

Experiential gaming zones (console, mobile, family-friendly esports)
Interactive IP worlds (Mario, Zelda, Pokémon-style immersive spaces)
Live tournaments, creator showcases, and fan-first events
Launchpad for new gameplay formats, IP extensions, and global activations
Education-forward programming (game design, storytelling, music)

Positioning:�Where play becomes culture — bridging nostalgia, innovation, and community in a physical-first, global showcase.

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4C: Sony

Sony Pavilion @ 4C (“foresee”)

PlayStation Worlds� Experiential gaming zones spanning console, VR/AR, live demos, esports showcases, and creator-driven play formats.�
Cinema & Storytelling Labs� Immersive environments exploring Sony Pictures IP, filmmaking, virtual production, sound design, and post-production workflows.�
Music & Sound Innovation� Interactive exhibits built around Sony Music, spatial audio, headphones, instruments, and the evolution of how music is created and consumed.�
Imaging & Creation Studio� Hands-on zones showcasing Sony cameras, sensors, and creator tools used in photography, cinema, sports, and content creation.�
Future Tech Gallery� Robotics, AI, imaging sensors, mobility, and emerging technologies — Sony as a deep-tech company, not just a consumer brand

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4C: Microsoft

Microsoft Pavilion @ 4C (“foresee”)

A permanent MICROSOFT-branded pavilion at 4C, focused on the future of work, play, and intelligent platforms.

Xbox & Game Pass experiential zones and live esports
AI, cloud, and mixed reality demos (Azure, Copilot, HoloLens concepts)
Creator labs for game devs, filmmakers, and digital entrepreneurs
Live content capture for global distribution (FAST, streaming, social)
Enterprise + consumer crossover showcases (future of productivity)

Positioning:�A living lab where AI, gaming, and creativity converge — designed to show what’s next, not just what’s now.

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4C: Google

Google Pavilion @ 4C (“foresee”)

A permanent GOOGLE-branded pavilion at 4C, built around discovery, intelligence, and global connectivity.

AI-first immersive experiences (Search, Gemini, YouTube, Maps)
Creator economy hub (YouTube studios, Shorts, live formats)
XR, spatial computing, and real-time translation demos
Data-driven cultural storytelling and global trend visualization
Launchpad for experimental formats and new distribution models

Positioning:�The physical expression of Google’s mission: organizing the world’s information — and culture — in real time.

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4C: Samsung

Samsung Pavilion @ 4C (“foresee”)

A permanent SAMSUNG-branded pavilion at 4C, showcasing the connected future of devices, entertainment, and environments.

Flagship device showcases (mobile, wearables, displays)
Immersive LED, MicroLED, and cinematic display experiences
Smart home, smart venue, and smart city demos
Live performance capture powered by Samsung hardware
Launchpad for global product debuts and experiential marketing

Positioning:�Where hardware becomes experience — turning screens, sound, and space into a unified cultural platform.

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4C: Apple

Apple (If Ever) Pavilion @ 4C (“foresee”)

A permanent APPLE-branded pavilion at 4C, designed around creativity, privacy, and premium experiences.

Music, film, and spatial audio experiences (Apple Music / TV+)
Vision Pro-style spatial storytelling and XR showcases
Creator labs for music, film, and design
High-touch, appointment-driven experiences
Global launch moments and cultural premieres

Positioning:�A minimalist, high-craft temple to human creativity powered by technology.

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4C: Meta

Meta Pavilion @ 4C (“foresee”)

A permanent META-branded pavilion at 4C, focused on social presence, XR, and digital identity.

Mixed-reality social spaces (Quest / Horizon concepts)
Live virtual + physical hybrid events
Creator tools for immersive storytelling
Experiments in digital goods, avatars, and social commerce
Testbed for next-gen community experiences

Positioning:�Where the physical and virtual worlds meaningfully overlap.

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4C: Tesla

Tesla / xAI / Mobility-Tech Pavilion (Optional)

A permanent FUTURE MOBILITY pavilion at 4C, anchored by a visionary partner.

Autonomous, AI, and robotics demonstrations
Energy, infrastructure, and smart city storytelling
Futurist talks, demos, and live showcases
Cultural lens on innovation and civilization-scale progress

Positioning:�The frontier where movement, intelligence, and culture intersect.

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4C Summary

What 4C Ultimately Is

Not a venue → infrastructure for culture
Not sponsorship → co-authorship of narrative
Not seasonal → always-on creation

4C becomes:

A global creative campus
A year-round media engine
A factory for culture, fandom, and IP

Summary:

4C is the first physical campus designed for companies that own culture—not just distribute it—turning experience into IP and place into a global media engine