YUL Transforms Arrival into a Montréal Experience
Montréal has always been a city that rewards the curious traveler rich in culture, art, and hidden experiences. But now, thanks to a first-of-its-kind installation at YUL Montréal-Trudeau International Airport, passengers can start exploring the city in a truly immersive way before they even step downtown. Commissioned by ADM Aéroports de Montréal and created by local experiential design studio Stimulation Déjà Vu, the interactive multisensory wall at Gate 61 brings the essence of Montréal to life through sight, sound, touch, and scent.
Mapping Montréal Through Touch, Sound, and Scent
Unveiled in late November 2025, this installation goes far beyond your typical airport display. Instead of listing tourist spots or maps, it invites visitors to feel the city. A large-scale territorial map guides travelers along an experience that combines tactile textures, animated visuals, evocative soundscapes, and scent diffusions. From the pure, invigorating chill of Montréal winters to the unique aroma of the St. Lawrence River inspired by La Vague à Guy, the journey is designed to spark curiosity, awaken the senses, and create an emotional connection to the city.
Every element is carefully curated. Touch the textured runway, and you’ll recall the thrill of travel and the bustling energy of the airport. Brush your fingers across simulated ice to evoke the skating rink at Pôle des Rapides. Follow the scents and visuals to uncover some of Montréal’s lesser-known, yet deeply authentic, locales. The installation is less about the conventional “top 10 sights” and more about the soul of Montréal, its vibrancy, its creativity, and the small, surprising details that make the city unique.
Where Travel Becomes a Memory, Not Just a Transit
The project reflects a shared vision between ADM and Stimulation Déjà Vu: to emotionally connect visitors to the city and create lasting memories. Philippe Stas, ADM’s Vice President of Services, Commercial, and Innovation, emphasizes that the installation aligns perfectly with the airport’s goal of offering passengers experiences infused with the essence of Montréalité. Audrey Bernard, the founder of Stimulation Déjà Vu, explains that their approach ensures travelers leave the airport with more than just a boarding pass they leave with a memory, a feeling, and a connection to the destination that extends far beyond the terminal.
Montréal-based Stimulation Déjà Vu has built a reputation for creating transformative sensory experiences around the world, from La Cité du Vin in Bordeaux to various cultural projects across France. Bringing that expertise home, the team has crafted an installation that feels distinctly local yet universally engaging. It’s a blend of innovation, human-centric design, and storytelling—a reminder that even a short stop at the airport can spark wonder and curiosity.
For travelers passing through YUL, the experience is accessible to all passengers in the international departures area at Gate 61. Whether you’re waiting for a flight, stretching your legs, or arriving in the city, it’s a chance to see Montréal in a whole new way. This installation is not just a display; it’s a teaser, an invitation, and an interactive introduction to the culture, history, and vibrancy that await beyond the airport gates.
Next time you travel through YUL, give yourself a few extra minutes to explore a multisensory journey. Touch, smell, hear, and see the city before you even leave the terminal, you might find yourself planning your next adventure before your flight even lands. Montréal has always been a city to be discovered; now, the discovery begins at the airport.
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