Printemps du MAC 2024

For the 2024 edition of the Les Printemps du MAC event, the Foundation of the Montreal Museum of Contemporary Art invited us to revisit the works from the MAC collection.

The campaign centered around three significant works - La Voie lactée (1992) by Geneviève Cadieux, Le Dentiste (2008) by David Altmejd, and Black Whole Conference (2006) by Michel de Broin. Under the lens of photographer Lian Benoit, the Icons campaign draws inspiration from these iconic works, reinterpreted in evening attire and staged in a graphic environment inspired by museum storage crates.