Launch: McLuhan Massage Parlour, Montreal


An immersive and participatory exhibit by Luc Courchesne inspired by Marshall McLuhan’s book “The Medium Is the Massage”

MONTREAL, Nov. 14, 2011 /CNW Telbec/ – To celebrate its fifteenth anniversary, the Société des arts technologiques [SAT] is pleased to invite the public to partake an experience inspired by Marshall McLuhan’s book “The Medium Is the Massage”. Marking the one hundredth anniversary of McLuhan’s birth, this immersive and participatory exhibit deployed in the Satosphère celebrates his ingenious intuitions in a medium that he could only have dreamed about. 

Luc Courchesne chose to name his exhibit “Salon de massage” referring to the title of the book which resulted from a typographical error, the intended title being: The Medium Is the Message. McLuhan himself found the mistake amusing and chose to keep it, as it typified the explosion in forms and multi-sensory culture that took place in the 1960s. 

At the launch on November 16, a conversation will take place between the artist, Luc Courchesne and Jean Paré, journalist, writer and translator of many of McLuhan’s works, on site at 6 p.m.

Concurrently with the presentation of the exhibit on the Sensorium floor of the SAT building, the chefs of Foodlab will contribute to the multi-sensory experience of the Salon de massage; Michelle Marek and Seth Gabrielse will prepare a menu for the occasion.

The Salon de massage is created by Luc Courchesne in collaboration with Mike Wozniewski, Benjamin Bergery, Luc Martinez and David Duguay; it is co-produced and presented by the Société des arts technologiques [SAT]. 

The Salon de massage McLuhan will be presented from Wednesday through Saturday, between 5 and 8 p.m., from November 16 to December 10 in the SAT’s Satosphère located at 1201 Saint-Laurent Boulevard.

For further information: pascal beauchesne | communications | Société des arts technologiques | | 514.844.2033 extension 211 |


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