Eric Fournier, partner and executive producer at Moment Factory stresses that the company is not a traditional agency, but a creative studio.
It is based in Montreal, Canada where 150 employees work around the clock on brand and entertainment related projects, and it also has an office in Los Angeles.
Fournier told Event the decision to open an office in London made perfect sense. "London is a city renowned for its strong creative hub and cutting-edge entertainment. By opening a new office here we are looking to nurture relationships with existing clients, as well as build new ones in the industry, with partners, freelancers and local providers.
"Being based in London will ease the production process for our European and Middle East projects being closer to local partners and clients," he explained.
He added the studio seeks to break with traditional marketing tactics to create truly unique experiences. "We look to dismantle the traditional frame – we try to get people to look at brands differently, and we constantly try to push the boundaries.
"The world is always changing and we need to innovate and create new ideas."
Ninety per cent of the company’s work is executed overseas, and in London the focus will be on multimedia environments and entertainment.
"We will be concentrating on creating shows and events including concerts, special events and experiential marketing, as well as permanent destinations such as retail experiences, airports, parks and other public spaces," said Fournier.
"We've been working from Montreal with various European partners and collaborators over many years. Opening this office will allow us to reinforce this presence. We are hoping to build closer relationships with new partners such as: corporate brands, communication agencies, design firms, architects, urban developers, event organisers and individual artists."
The London office
The new office is headed up by Simon Lupini, who has held roles at Royal Albert Hall and Cirque du Soleil, and is also staffed by a creative director. The company will enlist the assistance of its Montreal team to execute events and experiences.
Fournier said the company’s focus is on London for now, however he isn’t ruling out further European expansion.
"We've been working from Montreal with various European partners and collaborators over many years. Opening this office will allow us to reinforce this presence. We'll concentrate on London for now, waiting to see if further expansion into Europe is necessary."
Moment Factory has worked on experiential campaigns with brands including Oakley, Jean-Paul Gaultier and the NBA.
"We want to continue collaborating with communication and advertising agencies, as well as brands," said Fournier.
"Previous projects have included; Oakley's campaign launch in Los Angeles, working in collaboration with Grand-Palais, Paris, for their Jean-Paul Gaultier exhibition, working on the NBA All-Star Weekend in collaboration with Done & Dusted and creating a projection mapping spectacular on the Sagrada Familia for the City of Barcelona.
'We have also been creating more unusual experiences for the public, for example Foresta Lumina, a nightly adventure for up to 2,000 visitors who were immersed in a mysterious world along a 2km multimedia pathway deep in a Canadian Forest."
Fournier said the company is currently working on a number of collaborations, however details of the projects are currently under wraps.
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