Escapades Memphrémagog’s Le Grand Cru invites you this spring to discover a brand-new immersive experience aboard its meal cruises: Murmures – Hidden Tales of Le Grand Cru. This sensory journey that combines image, light, sound, and storytelling was imagined and produced by the renowned Quebec design studio Float4. 

 
Meet the project’s creative director, Sarah Ouellet, to learn more. 

What was your role on the Murmures project?

As the creative director, I oversee the creative approach for all projects, including the one for Escapades Memphrémagog. We developed the concept of Le Grand Cru experience from A to Z. We had to define which tools we would implement and what story we would tell.

How did this collaboration come about?

Initially, when Élyse [L’Espérance, president and co-general manager of PAL+] and Samuel [Anderson, co-general manager of PAL+ and also Élyse’s husband] came to see us, they didn’t have an idea of the form this project would take. They were looking for a solution to refresh the dining cruise experience. Their goal was simple: to showcase the region. Furthermore, the main draw is the lake! But since this experience can be diminished a little in the evening or when it rains, they wanted an offering to make those moments more appealing.

What did you develop, then, as the experience?

We didn’t want to create an experience that would interrupt the flow of the cruise or require people to move from one end of the boat to the other to enjoy it. No, this is something that accompanies guests during their time on the water and respects the cruise’s operating rhythm.

Murmures starts as soon as they step onto the deck and ends when they step off. It’s an additional immersion, anchored in the dining experience. We identified the service rhythm—aperitif, starter, main course, dessert and coffee—and inserted ourselves within that schedule to offer narrative moments followed by ambient moments.

How does Murmures unfold?

We embedded screens above the windows to make the experience more immersive, though the screens are nearly invisible when in “closed” mode. This is our main canvas for telling our story, all in a technologically driven, but above all, artistic way. Next, we wanted a spectacular element that would transform the experience. To fit with the boat’s refined, elegant design, we strengthened the ceilings by embedding sculptural luminaires. It completely transforms the ambiance!

What were the challenges and constraints of this project?

Float4 stands out for its unique, custom projects, which is why we have an efficient team to tackle projects (and all their challenges!) that have no precedent to base them on. Our process begins with a thorough, in-depth site visit. We come to experience the space, then imagine how to enhance it.

Working on a boat was tough because nothing is ever leveled—it’s always moving! Our teams came to analyze the boat and develop techniques that meet standards to insert our technologies. We spent a year and a half from design to installation.

We then worked with several Quebec artists to create all customized aspects of the experience: illustrations, music, narration…

Now that Murmures is complete, what will occupy you in the coming year?

We’re very excited about the projects coming up this year—a carefully crafted mix of entertainment, permanent luxury spaces, and interactive experiences. We’re lucky—we’re very busy! We could not wait to launch Murmures and hear the audience’s feedback. This is a big moment for us as we share the fruit of our labour. It was also a privilege to work in Magog, right near home!

Float4 is a Montreal design studio founded in 2008, renowned for creating and producing large-scale experiences in luxury environments. The company works with several major brands, such as Hard Rock, the NBA, One World Observatory, the Statue of Liberty Museum, and beautiful hotel chains.