The international market for digital creativity returns for its 9th edition, featuring more than 100 professional activities under the theme “Infinite Possibilities: when humans and technology come together, the power of unity reaches its peak.”
Montreal, June 19, 2025 – For several years now, HUB Montreal has established itself as a must-attend event for professionals in digital creativity, bringing together every fall an international community passionate about innovation, technology, and immersive experiences. This year, the event-market proudly welcomes Martin Green, Director of the Eurovision Song Contest, to its stage—a key figure in the creation of large-scale cultural events with global resonance.
As Director of the Eurovision Song Contest at the European Broadcasting Union (EBU), Martin Green is notably recognized for leading the ceremonies of the London 2012 Olympic and Paralympic Games, Hull – UK City of Culture 2017, Unboxed: Creativity in the UK, the 2022 Birmingham Commonwealth Games, and the 2023 Eurovision in Liverpool for Ukraine, a critically acclaimed edition (BAFTA and RTS Awards).
His presence in Montreal reflects the evolution of a sector where the boundaries between sport, entertainment, and digital creativity are rapidly blurring.
“Today, major sports and cultural events have become truly immersive spectacles that push the boundaries of digital creativity. Whether through music, digital art, immersive technology, or powerful storytelling, these experiences are revolutionizing how audiences connect with and are moved by their passions. We’re witnessing an acceleration in the integration of new technological tools at the heart of these large-scale events—a promising sector for our ecosystem, opening the door to new opportunities for creation, collaboration, and international reach,” said Rachel Parent, Executive Director of HUB Montreal.
Following the success of Thierry Reboul’s appearance in 2024—Executive Director of the Opening Ceremonies of the Paris Olympic Games—the reflection on the design of these unifying and memorable events will continue during the 9th edition, with high-profile speakers like Martin Green, embodying the power of the collective and technology in service of creativity.
Each year, HUB Montreal draws major figures from this industry: the International Olympic Committee, FIFA, Balich Worldwide Shows, Five Currents, SoFi Stadium, LA Dodgers, and the San Antonio Spurs, among others. The market has become a reference platform for companies reinventing the spectator experience on a global scale.
“For this 9th edition, we wanted to go even further by creating a true crossroads for exchange, where every meeting could spark real collaboration. The goal is clear: to bring together the driving forces of digital creativity to collectively explore the challenges and opportunities that will shape the future of our ecosystem. This year’s program includes exciting new additions, with top-tier international experts ready to share their vision and expertise,” added Julie Dalbec, HUB Montreal’s Head of Programming.
Alongside Martin Green, two other outstanding guests will enrich the conversations at this 9th edition of HUB Montreal, held under the banner of Infinite Possibilities.
At the crossroads of architecture, art, and human transformation, Abraham Burickson, co-founder of Odyssey Works, has spent over two decades exploring how spaces can be designed as sensitive and transformative experiences. His approach to experience design—rooted in both rigorous study and immersive practice—resonates particularly with themes related to architecture, real estate, and public spaces.
Complementing this perspective, Rachel Joy Victor explores how emerging technologies such as XR, AI, and Web3 can shape new collective narratives and redefine our relationship with systems. Her work, at the intersection of design, strategy, and world-building, exemplifies the moment when humanity and technology unite to open new pathways for interaction and creation.
The upcoming edition of HUB Montreal will take place at the 7 Fingers and several other iconic venues of digital Montreal. Organized around six thematic tracks (Architecture, Real Estate and Public Spaces; Museums and Science Centers; Performing Arts, Festivals, Events and Conferences; Brands and Activations; and finally Entertainment and Experiential Design), the programming will feature over 100 professional activities for participants from around the world to connect, exchange, and collaborate on the infinite possibilities of digital creativity.
The full program and additional speakers will be announced in the coming weeks.
HUB MONTRÉAL THANKS ITS 2025 EDITION PARTNERS
