Each year, the C2 Montréal conference transforms Montréal into a hotbed of creative thinking and networking among some of the world’s leading business minds, and this year was no exception. With marquee appearances from figures like Shopify’s Harley Finkelstein to Pinterest’s Xanthe Wells, Airbnb’s Mick McConnel and the Paris Olympics’ Thierry Reboul and Thomas Jolly, here are five things we loved about C2MTL2025 that you, too, can integrate into your next events.
Amp up the sense of place
Always an event known for its larger-than-life locations, C2 Montréal chose the Grand Quay of the Port of Montréal for its 2025 edition, which gave attendees an immediate sense of place and history. Located right on the shores of the St. Lawrence River, the Grand Quay is mere feet away from the very spot Montréal was founded and within a short stroll of famous attractions like the Notre-Dame Basilica, the Grande Roue de Montréal and all the picture-perfect cobblestone streets of Old Montréal. That means any quick break can be spent truly surrounded by the Montréal vibe.
Bask in the light
Humans are like plants — we thrive in natural light. C2MTL25 capitalized on the Grand Quay’s floor-to-ceiling windows, giving attendees a 360°, all-day view and tons of natural light that kept attention levels high during the talks and workshops. Its generous program of leisure activities, too, was designed to make the most out of the beautiful bright space of the second floor.
Bake leisure right in
Of all the mind-expanding activities at C2, one of the most memorable was art class. Yes, art! Presented by the Montréal Museum of Fine Arts, the activity invited attendees to take a 40-minute break from using their brains and get their hands dirty with a bit of colourful play. The C2MTL25 Labs — a core aspect of their programming at every edition — also included a very fun cooking class offered by the charitable organization La Tablée des Chefs, an Awaken in Motion activity that was a mix of yoga, Pilates and somatic improv, and even a fashion workshop led by famous Montréal designer Marie Saint Pierre. All these activities have attendees a sense of Montréal talent and, through distraction, helped them refuel for the next presentation.
Make your VIPs feel like VIPs
Instead of the booth system one might expect at an average commercial fair, C2 Montréal creates lounges for its sponsors and partners, which work by invitation only. The central hall of the 2025 edition was lined on both sides with special areas reserved to each partner’s special guests, giving them a sense of exclusivity as well as a comfortable spot to get away from the milling crowd and network with smaller subgroups. Each was individually decorated and catered, giving each partner an opportunity to integrate their branding and particular sense of welcome.
Keep it on brand
When it comes to branding, the organizers of C2 Montréal cross all their Ts and dot all their Is, with clever brand presence throughout the vast space. One great example: the showpiece of the space design, a shiny silver and rainbow-coloured merry-go-round, was actually shaped out of giant C2 logos you’d only make out after a few looks. They also emblazoned their logo onto the Gray Quay’s tall tower, claiming it loud and proud to all passerby and anyone looking out from the tall towers of neighbouring downtown Montréal.
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