Montreal's Brainy C2MTL Event Is Defining the Creative Conference
Skift Take
By focusing as much on the conference user experience and content delivery platforms as the content itself, C2MTL is rewriting the rules of conference management and having a lot of fun in the process.
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During the third annual C2MTL conference in Montreal last month, well dressed groups of creative and business professionals were lining up to sit blindfolded inside a 10x10 pit filled with plastic balls.
The purpose of this experiment at the DIY Lab "innovation zone" was to group-think one of seven prepared questions inside a sensory-limited foreign environment to see if the shift in user experience would result in a shift in conceptual thinking. One of the questions was supplied by Abigail Posner, head of strategic planning at Google. She asked: “How might we create, with only a few resources, a YouTube channel about the interplay of humanity and technology?"
The “C2” in C2MTL stands for commerce and creativity, representing how today’s most successful companies are integrating more right-brain thinking into their overall business strategy. Regarded as Canada’s version of Austin’s edgy South by Southwest conference, C2MTL is a curated collision of interdisciplinary speakers from disparate industries in tech, business, design, music, entertainment and retail.
Montreal’s massive Arsenal contemporary art gallery, which was originally a 19th-century shipbuilding factory, returned as t
