Montréal, May 23, 2024 - Multicolore, the Quebec-based company behind the likes of Piknic Électronik, Igloofest, and the brand-new Palomosa festival, is excited to announce the reopening of Village au Pied-du-Courant this summer with a refreshed and hipper vibe! Boasting a revitalized brand image and enhanced offerings, this popular riverside gathering returns to invite all generations to dance with their toes in the sand. Montréal's hottest spot will open its doors on Thursday, June 13, and will operate primarily on Thursdays, Fridays, and Saturdays, until September 21.
"The Village au Pied-du-Courant is cherished by Montrealers for its authenticity, intimate scale, and vacation-like spirit. It offers a festive, light-hearted, and community-oriented atmosphere where you can dance in the sand, reconnect with friends, and enjoy a high-quality musical program, warm hospitality, and great food. By giving it a new brand identity that reflects its essence, we aim to keep this exceptional destination close to the hearts of Montrealers, especially the residents of the Ville-Marie borough.”
With its ambiance of an all-inclusive vacation village, Village au Pied-du-Courant promises to be a must-visit "sun" destination for all Montrealers. The event will feature four main concepts: "FIRE" nights with firework displays set off from Île Saint-Hélène over the river; "PARTY" Thursdays, perfect for happy hour & more; “COLLÉ COLLÉ" Fridays featuring some of the hottest musical collectives on the Montréal scene; and "SUAVE" Saturdays offering music and gastronomic delights inspired by Latin culture. Open to all, entry is free before 7 PM, after which a small fee of $5 will apply.
The Village au Pied-du-Courant’s new identity emphasizes its warm, unifying, and festive nature. Created by the superdigital design agency Deux Huit Huit, this new essence aims to elevate the brand while retaining its beloved elements.
"For Multicolore, it was paramount to retain certain well-loved assets of the brand in the evolution of its identity, while elevating its reach to the calibre of Multicolore's other festive entities. The unique beach on the St. Lawrence River inspired this city-vacation-village flair. Our cultural research took us to the famous streets of Miami Beach, where art deco and delicacy offer the ideal setting for a vacation that's sunny by day and suave by night."
"For us, nothing says vacation quite like a dolphin or a palm tree. Although we’ve seen a humpback whale in the St. Lawrence River, these summer icons aren't typical in Montréal. So, for the Village au Pied-du-Courant’s brand, we reimagined these classic vacation symbols with a local flair. Dolphins and palm trees are paired with Montréal's signature squirrels and seagulls. The “playa del courant” brand world evokes a seaside feel without leaving the island. With its souvenir postcards, playful messages, and retro seaside motel charm, you can almost smell the sunscreen and feel the salty breeze on your cheeks. All that’s left is to grab a hat and sink your feet into the warm sand!"
Stay tuned for detailed programming, culinary delights, and site animations. In the meantime, to keep up to date, visit :
aupiedducourant.ca
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Village au Pied-du-Courant Thanks Its Partners
Village au Pied-du-Courant is delighted to launch its 11th edition with major partner LandShark, as well as suppliers Guru and Fizz. Village au Pied-du-Courant would also like to thank the Ville-Marie borough and Tourisme Montréal for their financial support.