British American Tobacco Horizon Quebec City

The 2023 British American Tobacco corporate event transformed the Centre des Congrès de Québec into two distinct environments operating within a single day — a logistically demanding production requiring extensive coordination, technical precision, and creative control.

Responsibility centered on the production of all décor elements, branded prints, audiovisual systems, and on-site interactive technology, guiding each component from execution drawings through supplier sourcing, fabrication, and final installation. This included building and managing a complex production schedule and coordinating multiple specialized vendors to ensure precise sequencing across parallel build zones.

Hall 1 hosted the daytime program, designed as an open brand environment featuring product showcases, one-on-one meeting areas, and several mid-sized conference spaces. The layout encouraged interaction and movement while maintaining a cohesive visual identity across multiple activations.

In parallel, Hall 2 was built for the evening’s closing sequence — beginning with a PM plenary conference for 500 attendees and evolving into a full-scale dinner and party space for the evening. The space featured a central stage surrounded by suspended LED screens visible from all sides, transforming into a vibrant celebration setup after guests returned from a two-hour intermission.

Oversight extended through on-site installation and strike, with management of shared load-ins, overlapping schedules, and simultaneous builds across both halls. Close coordination with décor fabricators, furniture suppliers, AV and lighting teams, and interactive technology partners ensured seamless integration of physical and digital elements.

The result was a seamless transition between two contrasting experiences — professional and celebratory — delivered with precision, creativity, and flawless timing.