Press release
For immediate diffusion
International collaboration with key players in the Montreal digital ecosystem
Montreal, April 30, 2025 – HUB Montreal, PHI, Place des Arts, and the Immersive Immersive are proud to announce their first-year collaboration on joint programming for the 9th edition of the marketplace event, to be held in Montreal from October 20 to 22.
The Immersive Immersive is a convening of performing arts organizations and immersive producers, creators, and industry professionals, aiming to build a distribution network for immersive art and entertainment. First produced in Denver, Colorado, in November 2023 by AMS Planning & Research, Blumenthal Arts, and Off-Center at the Denver Center for the Performing Arts, the Immersive Immersive expands internationally with its partnership with HUB Montreal and local partners Place des Arts and PHI.
As part of HUB Montreal’s “Performing Arts” track, Immersive Immersive programming will take place on Tuesday, October 21 at the 7 Fingers and on Wednesday, October 22 at Place des Arts. Activities will focus on capacity-building for presenting and producing arts venues and how these can be strengthened to increase knowledge sharing around immersive arts and entertainment. The program will also look at market development to encourage business opportunities and the infinite possibilities of performing arts creation through new technologies.
“The synergy between digital creativity and the performing arts has grown tremendously in recent years. At HUB Montreal, we’ve witnessed this again and again, which is why partnering with Immersive Immersive and key players on the Montreal scene like Place des Arts and PHI felt like a natural fit,” says Rachel Parent, Executive Director of HUB Montreal. “We’re thrilled to bring the ecosystems of our two events together in this way and we look forward to showcasing this joint performing arts programming at the 9th edition of HUB Montreal,” added Rachel Parent.
“Research shows that arts participants increasingly want more active, engaging entertainment; immersive experiences are a natural opportunity to meet those needs. We are excited to expand internationally, as we support efforts to build an ecosystem of performing arts organizations and content providers,” — Jon Faris, Managing Director of AMS Planning & Research.
“PHI is proud to take part in this initiative made possible through the collaboration between HUB Montréal, Place des Arts, Immersive Immersive, and PHI. It reflects the strength of collective work among institutions committed to the future of immersive arts. This is a valuable opportunity to celebrate creativity, unite our expertise, and foster new connections among the talents shaping our field.” — Myriam Achard, Chief, New Media Partnerships and PR at PHI.
“Place des Arts aspires to be a space for exchange and for bringing people together, ideal for hosting this major event devoted to the immersive industry. For many years our arts center has collaborated with artists and experts in exploring new technologies – among others with PHI, in its exhibition hall – always with the same eagerness to innovate and to introduce the public to new experiences. Hence, we’re proud to be acting as partner for this project.” — Marie-Josée Desrochers, President and CEO of Place des Arts.
Immersive Immersive attendees will have access to the full three days of programming and all its benefits, the opening and closing receptions, as well as an exclusive reception for the Immersive Immersive at PHI on Tuesday, October 21 and priority access to the special programming at Place des Arts on Wednesday, October 22nd at the exclusive Immersion HUB Montreal badge rate.
Book your badge now: https://hubmtl.ca/imm25
About HUB Montreal
HUB Montreal is a non-profit organization dedicated to driving local creative and cultural industries within the digital sector onto the international stage, through its annual event-market, tailored business initiatives and its strong global network. https://hubmontreal.com/en
About AMS Planning & Research
AMS was founded in 1988 and is committed to the value of arts, culture, and entertainment in communities around the world. Our purpose is to help leaders, institutions, and the sector adapt and change to realize ventures that are effective, resilient, and vital. With more than 35 years of experience in service to arts, cultural, and entertainment organizations, our team brings knowledge and expertise to provide meaningful perspective in these dynamic times. We serve producers, presenters and communities through three practice areas: management consulting and project development, performance analytics (www.ams-analytics.com) and industry intelligence (www.artsintelligence.com). For more information, please go to: www.ams-online.com.
About PHI
Founded and directed by Phoebe Greenberg in Montreal, PHI is a multidisciplinary cultural hub at the intersection of art, technology, and music. Focused on the future of art and its audiences, PHI champions radical ideas through collective experiences, social engagement, and audience interactivity.
PHI offers a dynamic and diverse program that includes exhibitions, performances, installations, immersive experiences and artist-in-residence programs, fostering unexpected encounters between artists and audiences. Committed to creation, dissemination, and support for contemporary artistic practices, PHI stands as a leading cultural destination in the heart of Old Montreal. https://phi.ca/en/
About Place des Arts
The objects of the Société de la Place des Arts de Montréal are to operate a business for the diffusion of the performing arts, to administer the Place des Arts de Montréal and the Amphithéâtre Fernand-Lindsay in Joliette, and to establish the artistic programming at the Maison symphonique for organizations other than the Orchestre symphonique de Montréal. These activities are to be conducted, more specifically, so as to provide a residence for major arts organizations and improve access to the various types of performing arts, and promote arts and culture in Québec. The Société produces, co-produces, and hosts artistic works originating in Québec or abroad, featuring both emerging artists and international stars, in collaboration with artistic organizations, producers, creators, and the entire cultural community. https://www.placedesarts.com/en
HUB MONTRÉAL THANKS ITS 2025 EDITION PARTNERS
