Astral Out-of-Home has unveiled a digital column prototype located just outside of the new Claire and Marc Bourgie Pavilion of Québec and Canadian Art at the Montréal Museum of Fine Arts (MMFA). Unveiled at the inauguration of the new building that will also house the Museum’s new 444-seat concert hall, the new digital unit will promote MMFA programming.

The column was created by Michel Dallaire Design Industriel and manufacturing was handled by Groupe Poitras in Québec City. It is equipped with two vertical 72-inch LCD displays that, just like Astral Out-of-Home’s Digital network faces, feature six alternating messages per minute.

“This new urban column demonstrates once again our willingness to use technology for the benefit of Montréal modernity and facilitate citizen communications in real time”, said Luc Sabbatini, President of Astral Out-of-Home.