The Idée-Ô-Rama project by Estelle Jugant and Yazid Belkhir, of Turn Me On Design and winners of a winter street lighting competition launched in 2012 by Mont-Royal Avenue, was born of the designers desire to create a unique winter atmosphere on the avenue. The jury remarked that Turn Me On Design’s concept was a departure from conventional urban furniture. Their approach was young and whimsical, drawing its inspiration from everyday life in Montreal and creating an iconic language for the project. Designed as a temporary installation, Idée-Ô-Rama can be seen along the artery from November through March. The designers filled the street with three-dimensional, backlit comic book-inspired speech bubbles. More than simply providing a colourful ambiance, these light fixtures create a playful dialogue that unfolds in a festive and bright walk down the avenue. The lights’ changing colours bring personality to the street both during the day and at night, when they are at their brightest.
Graphic designers Astro and Jean-François Poliquin created the cartoon-y illustrations. The display plates can be switched in and out, hinting at return appearances with new dialogues in coming years for the series.