In the global creative ecosystem, international festivals are increasingly playing a key role as catalysts of digital creativity. True platforms for experimentation and dialogue, they offer artists, designers, developers, producers, and curious minds from around the world opportunities to meet, explore new narrative forms, and build bridges between disciplines.
In this spirit, Julie Dalbec, Head of Programming, and Olivier Gagnon, Head of International Development, recently attended two major international events: OFFF Festival in Barcelona, a hub for digital design and visual culture, and the Festival de Cannes, within the newly launched Immersive Market, a B2B space designed to foster collaborations in immersive creativity. These two events, rooted in different contexts but sharing a common ambition, highlight the expressive power of digital experiences and foster exchanges between creators and cultural decision-makers worldwide.
Founded in Barcelona in 2001, OFFF Festival has become a must-attend event for professionals and enthusiasts in graphic design, animation, art direction, motion design, and branding. For three days, the Disseny Hub Barcelona transforms into a true creative laboratory, where talks, performances, workshops, and installations immerse the public in emerging visual trends. The 2025 edition marked OFFF’s 25th anniversary and brought together a new generation of visionary artists and studios.
After hosting OFFF during the 8th edition of HUB Montreal, the shared desire to continue building bridges between creative ecosystems remains strong. This is why Julie Dalbec took the stage on May 9 alongside Principal Studio, Quartier des Spectacles International, and Dpt. for a joint talk titled “The Creative Revolution made in Quebec.”
According to Julie, OFFF Barcelona was a highly enriching event filled with meaningful moments and inspiring exchanges: “An inspiring week, filled with great encounters, deep discussions, and promising collaboration opportunities between the Quebec and Spanish creative markets.“ During the mission, she connected with key players in the Spanish ecosystem such as Univr.se, Moco Museum Barcelona, and even the prestigious FC Barcelona, as well as international actors like Marshmallow Laser Feast, an experiential art collective.
With the same ambition to push beyond traditional formats, and alongside the Immersive Competition, the Marché du Film—the main business event of the global film industry—has reaffirmed its commitment to new storytelling forms by launching the Immersive Market. Held from May 13 to 19, 2025, this B2B space was created to stimulate partnerships and distribution opportunities in immersive creation.
Hosted aboard the Art Explora, the world’s largest catamaran, the Curators Network program included pitch sessions, workshops, and exclusive networking events bringing together immersive artists, cultural programmers, investors, and emerging tech experts. The initiative provided a unique setting to explore the creative and commercial potential of immersive media and foster new global collaborations.
HUB Montréal was proud to act as an official invitation partner for this first edition, which brought together over 150 professionals aboard Art Explora to discuss the future of art, culture, and immersive technologies. Several North American organizations participated to connect intellectual property creators with cultural and entertainment institutions, fostering international collaborations.
For Olivier Gagnon, the Immersive Market was “a rich experience filled with key encounters and strategic discussions to build a global distribution network for immersive content such as VR, XR, and MR.“ Olivier had the opportunity to meet and engage with major international players including Cultures Espaces, IDG Brazil, Europa Park, Theater of Light–Ireland, and Temple of Light–China. These interactions, aimed at facilitating exchanges between immersive content creators and distributors, were a success, and the intention to strengthen the partnership between the Cannes Immersive Market and HUB Montreal is very much alive.
These international missions reflect a global momentum around digital and immersive creation. Whether it’s graphic design, animation, interactive storytelling, or mixed reality experiences, OFFF Barcelona and the Cannes Immersive Market showcase visionary talent and lay the foundation for ongoing dialogue between art, technology, and society.
For HUB Montreal, these missions are part of a broader strategy to connect local creators with the world’s most dynamic ecosystems, while also feeding into a wider reflection—one that will be explored in the programming of the event’s 9th edition—on the trends redefining the cultural and creative industries. These encounters not only expand our international network but also reinforce our core mission: to promote digital creativity both locally and globally.
HUB MONTRÉAL THANKS ITS 2025 EDITION PARTNERS
