C2 Montréal: Creativity as a driver of innovation

# tags: Case Study , Events , Conferences

C2 Montréal could be ‘just’ a business conference, but despite featuring speakers, workshops and networking, it is the way everything unfolds that makes this event a benchmark in terms of innovation and creativity.

Every year, more than 1,000 companies from various sectors participate in this event, which was created in 2012 based on a partnership between the creative agency Sid Lee and Cirque du Soleil. A seemingly unusual duo, they ended up shaping what is now an annual event that focuses on the unlikely combination of business and entertainment to generate opportunities and new ideas.

Redefining the future through creativity, pushing boundaries and reimagining possibilities may seem like unusual goals for a conference that discusses topics such as consumer experience or how to make brands relevant in the current context. With speakers ranging from CEOs to composers and yoga therapists, C2 Montreal stands out above all for the way it deconstructs the traditional notion of time and space at events.

Have you ever imagined a round table where all participants are suspended or in a pool with plastic balls? Or a ‘rainy’ walk in an indoor garden at the event venue? These are just a few examples of what has happened in past editions and make it difficult to imagine what else might happen.

Positioning itself as a ‘vibrant hub where you can immerse yourself in hands-on activities, explore bold ideas, and engage in transformative conversations that redefine how you learn, experience, and connect,’ C2 Montreal brings together creative minds, leaders, and change agents with the goal of stimulating collaboration, innovation, and business opportunities across all sectors.

Where strategy meets spectacle

Transformation, not just information; unexpected encounters that create networking opportunities; experiences that inspire new approaches to business. C2 Montreal is like a city of ideas that reinvents itself every year, where creativity is literally around every corner. Anick Beaulieu, CEO of C2, explains the concept and inspiration behind an event that is also a kind of amusement park where people talk about business.

How does C2 Montréal differ from traditional conferences?

Most conferences deliver information; C2 is designed to deliver transformation. We create environments where creativity becomes a driver of business results. By replacing rigid agendas with immersive experiences, we help leaders see challenges from new angles and leave with ideas they can actually act on.

What makes it an “immersion playground” and creative festival?

C2 is built like a city of ideas — part theatre, part marketplace, part playground. Every corner invites exploration: art installations spark reflection, performances trigger fresh thinking, and unexpected encounters become business opportunities. It’s where strategy meets spectacle, and where creativity isn’t decoration, it’s the engine of innovation.

What are the content formats and how do they engage participants?

We believe people learn best when they do, not just when they listen. That’s why our programming spans keynote conversations, hands-on labs, skill-building masterclasses, and curated one-on-one exchanges. Each format is designed to transform insight into action, turning creativity into a tangible business tool.

How does spatial design enhance collaboration?

At C2, the room is part of the program. From circular seating that dissolves hierarchy to scenographic environments that spark curiosity, we choreograph encounters that don’t happen in traditional venues. Our spaces are designed for collisions — where the architecture itself becomes a collaborator in the exchange of ideas.

How has schedule flexibility increased autonomy and satisfaction?

We give participants the freedom to design their own journey. That autonomy not only makes the experience more satisfying, it makes it more impactful: when people choose their own path, they engage more deeply, make stronger connections, and walk away with insights that stick.

Do you need to reinvent the event every year?

Yes — reinvention is our baseline. Every edition has a new artistic direction, a new scenography, and a new thematic lens. What remains constant is our mission: to use creativity as a catalyst for business transformation. That balance keeps C2 fresh while staying true to its DNA.

Where do you find inspiration?

We draw from theatre, festivals, and design labs worldwide, but Montreal is our greatest muse. The city’s creative energy, cultural mash-ups, and bold spirit are baked into everything we do. And we’re always inspired by our community — the way participants use C2 as a launchpad for new ideas.

What partnerships does C2 build, and how is Montréal involved?

We don’t just feature partners; we co-create with them. Brands, institutions, and innovators shape labs, activations, and experiences alongside us, so their business challenges are explored in real time. Montreal itself plays the role of partner too — from immersive dinners in hidden alleys to collaborations with its artists and chefs, the city becomes part of the program.