Interview to the multimedia entertainment studio Moment Factory
Moment Factory is a multidisciplinary studio dedicated to creating innovative multimedia experiences that inspire human connection and transform the world around us. Whether at a concert, a flagship store or across an urban square, they aim to inspire a sense of collective wonder and connection.
Their team combines expertise in video, lighting, architecture, sound and special effects to create remarkable experiences. And since its inception in 2001, they has created more than 550 unique projects worldwide, including the Lumina Night Walk and the AURA series.
In collaboration with renowned artists, brands, museums, theme parks and cities, their amazing productions span the globe and include such clients as the NBA, Changi Airport, Disney, Sony, Boston Museum of Science, Universal Studios, AT&T, the Reims Cathedral and Billie Eilish, among others.
A few days ago, we chatted with them on the occasion of their presence at the new edition of the OFFF Barcelona, where we are Media Partners, and this is what they told us. Come on in and read.
How do you like to define yourselves?
At Moment Factory, we bring people together. Our shows and destinations pioneer forms of entertainment that offer the world new experiences. Whether at a concert, a flagship store or across an urban square, we aim to inspire a sense of connection and amazement.
We embrace a culture built on three core values: teamwork, initiative, and being inspired & inspiring. These principles not only shape our daily routines but also set the tone for all our employee gatherings.
When, how, and why did Moment Factory emerge? Who are part of this project?
The history of Moment Factory began in 2001, when the first team members improvised during VJ gigs at unforgettable electronic evenings. They called their early work “music for the eyes”.
In its first few years, projects with Cirque du Soleil introduced Moment Factory to the entertainment industry and cities around the world. In 2008, a collaboration with Trent Reznor for Nine Inch Nails’ breakout Lights in the Sky Tour publicized the studio’s innovative approach to interactive media.
Building on these successes and motivated by a passion for discovery, Moment Factory took on a wide variety of complex, large-scale projects in fields including natural environments, architecture, cultural sites, museums, and civic celebrations, to name a few.
In 2012, the studio found themselves in the spotlight for their work on visuals for Madonna’s Super Bowl Halftime show and Ode à la Vie, a multimedia show projected on the Sagrada Familia in Barcelona.
As its multimedia toolbox continued to expand, Moment Factory’s work in enhancing public spaces evolved. In 2013, the team partnered with the Los Angeles International Airport, and now multiple airports in the world, to bring the romance of travel back to the passenger experience. In 2014, Foresta Lumina was created in Coaticook, Quebec, which launched Lumina Night Walks, a celebrated outdoor multimedia series that has since grown to over twenty experiences across the globe.
The studio’s growing reputation and continued evolution was marked by a number of high-profile projects. In 2017, the team transformed Montreal’s landmark Jacques Cartier Bridge into a light installation that illuminates the city skyline. 2017 also welcomed the debut of Aura at Montreal’s Notre Dame Basilica, an immersive multimedia experience taking place inside the historic basilica and since 2023 at the Dôme des Invalides in Paris.
Regarding those who are part of Moment Factory, its founders are:
Since co-founding Moment Factory in 2001, Executive Creative Director Sakchin Bessette has spearheaded the creation of over 450 multimedia shows and installations around the world.
He leads the studio in a perpetual quest to amaze, inspire and bring people together by exploring new types of entertainment.
Co-founder of Moment Factory, Dominic is the multimedia architect behind all the innovative projects that led to Moment Factory’s international reputation. Trained in electronics and multimedia production, Dominic has surrounded himself with a team that shares his passion for using technological tools to create imaginative and dynamic multimedia experiences.
Dominic’s innate ability to manipulate technology innovatively has resulted in the development and execution of some of the world’s most celebrated audio-visual and interactive entertainment experiences.
You create amazing immersive and interactive experiences through various technologies that you integrate to create a collective moment of great emotion. What can you tell us about this? What ingredients are essential in your projects?
Our approach blends creativity and technology to craft immersive experiences that captivate audiences and create emotions.
Collaboration is key, drawing upon multidisciplinary teams and diverse talents. At the heart of our projects lies innovation, daring to push boundaries and evoke powerful reactions.
We harness the transformative potential of tools like video mapping, interactivity, and expansive soundscapes to create a sense of collective wonder. Ultimately, it’s about touching people’s hearts and minds with fresh ideas and inventive executions.
“We harness the transformative potential of tools like video mapping to create a sense of collective wonder.”
You have worked on concerts with renowned musicians such as Arcade Fire, Madonna, Muse, Red Hot Chili Peppers, and Nine Inch Nails. How have these experiences been?
Working alongside renowned musicians like Billie Eilish, Olivia Rodrigo, Madonna, Muse, Red Hot Chili Peppers and Nine Inch Nails has been amazing.
Each collaboration presents a unique opportunity to merge our expertise in immersive technology with the energy and artistry of these iconic performers. Together, we craft experiences that transcend the traditional concert format, immersing audiences in a multisensory journey of music, visuals, and emotion. It’s about creating memories that resonate long after the final note fades away.
“It’s about creating memories that resonate long after the final note fades away.”
As you mentioned before, you have also created audiovisual shows at the Notre Dame Basilica and the Jacques Cartier Bridge in Montreal (Canada) as well as designs for installations at airports in Los Angeles and Singapore. Which project has been the most fascinating and challenging?
Each of our projects presents its own set of challenges and thrills, driving us to constantly innovate and push boundaries. However, if we were to highlight some particularly interesting and challenging projects, we would have to mention our Lumina series, our signature night walks.
Each site is so unique, and sometimes that brings a lot of challenges, but oftentimes, that’s what makes them so magnificent. It can be very challenging in the sense there are a lot of constraints because we pride ourselves on being extremely respectful of that landscape, of nature, of the animals; all of that is foremost in our considerations. Each zone that we create acts like a chapter in the overall experience that is created based on the uniqueness of each place.
Also the “Ode à la vie” project at the Sagrada Familia in Barcelona. Being the first-ever video mapping projection on the iconic facade of Antoni Gaudi‘s was a monumental undertaking.
The intricacies of the monument, with its detailed designs, curves, and uneven surfaces, posed a significant challenge for mapping video content onto its surface. It required us to navigate uncharted territory and devise innovative solutions to ensure a seamless experience for viewers.
Additionally, projects like the Jacques Cartier Bridge illumination and Aura at the Notre Dame Basilica in Montreal, as well as designs for installations at airports in Los Angeles and Singapore, have all pushed us to explore new techniques and approaches, making each endeavor both rewarding and stimulating.
Just a few weeks ago, Apple released its new virtual reality glasses: the Apple Vision. Besides becoming a viral phenomenon, what do you think about it?
At Moment Factory, we’re enthusiasts when it comes to the evolution of technology. We thrive on pushing the boundaries of what’s possible and the creative potential of the evolution of technology.
As our motto “We do it in public” suggests, we see technology as a tool for expressing our creativity and reaching people. Technology is a powerful means for us to connect individuals and create shared experiences.
You have stated that we need more communal experiences that bring us closer to others and that we can experience them within the same space. How can technology help us achieve this without isolating ourselves?
Our ethos revolves around the idea of breaking away from individual screens and bringing people together in public spaces. We often refer to our projects as “digital campfires“, evoking the timeless tradition of gathering around a fire to share stories and connect with one another.
Just as humans have done for generations, our goal is to foster a sense of community and wonder through immersive storytelling with light and sound. We believe that by igniting participation and positivity in public spaces, we can enrich the human experience and create lasting memories for all who gather around our “digital campfires”.
What can you tell us in advance about your conference at the new edition of OFFF Barcelona?
We will showcase our project AURA Invalides in Paris that was launch on the 22 September 2023.
A designated French heritage site, the Dôme des Invalides presented Moment Factory with a major challenge: to create a fully immersive environment across a 3,500-square-metre projection area while preserving the architectural and historical integrity of the site.
Rising to this creative and technical challenge, the team worked closely with Musée de l’Armée curators and the Direction régionale des affaires culturelles. The result, AURA Invalides, offers visitors an intimate connection with the monument and a moment of pure collective wonder.
As night falls, the Dôme des Invalides comes alive with the magic of light, an original orchestral score, and video mapping. Over a span of 50 minutes, visitors explore the monument and its six chapels to the rhythm of three movements recalling its construction long ago, its living memory, and its power to inspire.
What projects are you currently working on?
The Messi Experience: Moment Factory is creating and producing this interactive multimedia experience with Primo Entertainment, which will open in Miami on the 25th of April 2024 and will then travel the world! This journey from Leo Messi’s childhood to the present taps into our studio’s expertise in making original and innovative experiences come to life.
Real Madrid Collaboration: Since 2020, Moment Factory has been building its relationship with Real Madrid’s stadium and experienced teams. Together, we are creating various innovative and connected experiences to be launched as part of the enhanced Santiago Bernabeu Stadium.
Unicef – Heart Strings: Heart Strings is an original experience that invites you to take part in UNICEF‘s impact by powering a universal song through interactive multimedia, lighting effects, and inspiring music. Promising to forge human connections, this multisensory journey shines a light on the world’s children, transcending borders, cultures, and languages to create a deeply moving and engaging experience for all ages.The experience begins in Houston on March 22nd, followed by visits to Atlanta, Boston, and Chicago.
The Lumina Night Walks: are a series of unique outdoor immersive experiences. Each Lumina Night Walk is a luminous journey that reveals the exceptional beauty of a natural site. They use seamlessly integrated multimedia to immerse visitors of all ages into an imaginative world and to spark emotion. Natural sites are enhanced through an artful and innovative multimedia transformation that establishes a new night offer. There are now 20 Lumina Walks around the world.
Mirror Mirror: Following successful presentations in Montreal and Adelaide, Mirror Mirror at Calgary (Canada) marks the third stop for the studio’s original indoor immersive art experience. The up and running Mirror Mirror in Calgary was launched on February 2. See the experience.
What is your vision of the future and what role will technology play in human relationships? Do you believe humans will be more threatened than anticipated? Is there hope?
At Moment Factory, we prioritize connecting people through real-world experiences, leveraging technology to enhance interactions. Festivals around the globe exemplify our belief in the enduring value of shared physical moments over virtual ones.
While technology can facilitate connections, it must complement rather than replace human contact. Excessive reliance on technology may pose risks such as social isolation. However, by emphasizing real-world experiences, We aim to address these challenges.
“We prioritize connecting people through real-world experiences, leveraging technology.”
We remain optimistic about the future of human relationships, confident that meaningful connections will persist.
(*) Images provided by Moment Factory.
