40th ANNIVERSARY OF PRIM: Unveiling of an ambitious renovation project and a new visual identity

On the occasion of its 40th anniversary, PRIM is thrilled to announce the end of the renovation work at its centre, which allowed them to modernize their installations and to add new spaces devoted to creation in media and digital arts, which are adapted to the needs of the members and the artistic community.

PRIM is well known in the cultural community. Several filmmakers did the post-production of their films there, notably the recent Prayer for a Lost Mitten by Jean-François Lesage, Amani by Alliah Fafin, The Sea Between Us by Marlene Edoyan, and Cash Nexus by François Delisle.


New Installations

It’s the beginning of a new era for PRIM, the technical and human resource centre devoted to the creation and production of independent media works. Thanks to a reflection begun in 2011, the centre has notably built a new sound mixing studio, a space devoted to research and creation in digital art and virtual reality, as well as a space for specialized training

The project reflects the vitality and importance of PRIM as a creation and production centre in Montréal, at the service of creators since 1981. The new installations will allow them to serve a greater number of artists thanks to new creation spaces and will broaden the accessibility to the installations by a greater number of artistic disciplines. The new studios will also contribute to fostering digital art exploration by being more open to research.

PRIM is happy to be able to offer more resources to artists so they can professionalize and adapt themselves to the technological advances, encouraging encounters between local and international artists in a rewarding context of collaboration and exchanges. The project also participates in the revival and consolidation of the Faubourgs neighbourhood, an important cultural creation hub.

The Saucier + Perrotte Architectes firm, responsible for the architectural design of the new PRIM centre, is internationally renowned for the unique signature of its creations. It is notably behind the recent transformation of the Musée d’art contemporain de Montréal. 

The project is financed by the Government of Canada, the Conseil des arts et des lettres du Québec, the Ministère de la culture et des communications, and the Ville de Montréal (under the Entente sur le développement culturel de Montréal), as well as PME-MTL.

New visual identity

PRIM also has a new visual identity designed by the Featuring agency, winner of several design awards. The oval shape that surrounds the logo represents support and inclusion, while the unique typography evokes freedom and creativity. The organization’s website has also been redesigned, with a palette of soft, pleasant colours. It reflects the daring, creative world of PRIM, an accessible, inclusive and friendly place.

To discover it, visit: primcentre.org

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