The entrance hall of the ‘Salle André-Mathieu’

Design

La Firme

Branding

Johan Högdahl

Production 

2016

Photo 

Ulysse Lemerise Bouchard

 

Play it again, sam

Salle André-Mathieu is one of the Montreal area’s most iconic performance halls. Established at Laval’s Cégep Montmorency in 1979, the theatre has hosted numerous acclaimed performers and emerging artists. In 2016, Salle André-Mathieu revised its image from top to bottom, known from then on as SAM. When MinicucciArchitecte was mandated to restore and renovate it, they asked La Firme to redesign the lobby, box office, bar, and adjoining multidisciplinary space.

Multifunctional beauties

Every aspect of the spaces in question was revisited, including lighting, signage and furniture. A nod to the lustre of yesteryear underlay the approach, but function was paramount. SAM’s existing orchestra level seats were used to create a new furniture collection, conceived for easy storage and reconfiguration. The new bar is modular, extendible and mobile. Carried out in collaboration with Solufab and Johan Hogdahl, the SAM project stands as a prime example of ingenious design built on the principles of reuse and multifunctionality.

Bar with drop ceiling made of vertical black walnut slats and integrated stage lights. Red signage circle with "BAR" in light points. Red furniture and customers on the move
Cloakroom in a performance hall with red velvet curtains in the background. Counter and column covered with walnut. Hanging red painted metal signage with luminous inscription
Kiosk for purchasing a performance hall with suspended red painted metal signage with luminous inscription. Menu bar in walnut with individual laser cut letters
Bar and drop ceiling made of vertical black walnut slats and reclaimed scenic lighting. Menu bar in walnut with individual black and white laser cut letters.
Bar made of black walnut and reclaimed stage lights. Lounge section with red benches on wheels made from old reclaimed auditorium seats. Boxes transformed into mobile bars
Bar made of black walnut and reclaimed stage lights. Custom bar stool made with old reclaimed auditorium seats. Boxes transformed into mobile bars
Recovered auditorium furniture. Vintage seats welded to base with glossy red finish casters. Stackable folding steel table with laser cutting of the logo and integrated handles
Bar made of black walnut and reclaimed stage lights. Custom bar stool made with old reclaimed auditorium seats. Boxes transformed into mobile bars
Lounge section with red benches on wheels made from old reclaimed auditorium seats. Small red custom-made stackable folding steel tables with laser-cut logo and integrated handles
View of the main facade of Salle André-Mathieu in Laval. Integration of the new logo in the window. Red dot with negative lettering.
Layout plan for the entrance hall of a performance hall in Laval design by La Firme