Every year, the Société de Développement Commercial du Village gai, or The Gay Village Commercial Development Society, organizes Aires Libres with the aim to promote this famous Montreal neighborhood. In summer, Aires Libres transforms Sainte-Catherine Street East into a pedestrian street and open-air gallery.
For the 2010 edition, Paprika transformed Sainte-Catherine Street East into a luxurious garden. Roses inspired from the Pop art movement literally flooded the space, thus creating a fantastical cover. On the posters, the passer-by, their mind invaded by colors and perfumes, becomes essential to the world thus created by turning into a flower themselves. To make the experience even more exhilarating, we painted three long yellow winding lines to guide pedestrians in this imaginary garden.