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It is now common for large cities to practise urban development by focusing on major projects that arise as ways of marketing the city. Consequently, the discourse associated with such projects uses local particularities as much as the global market. Montreal is part of these dynamics. This article discusses the transformations of the Quartier des Spectacles de Montréal in terms of urban memory and themed spaces. These two trends allow an interpretation of the relative positions of social groups involved in this major urban project. More specifically, it focuses on the intersection of Boulevard St. Laurent and Rue St. Catherine, where an important promoter has real estate projects. This area, emblematic of Quebec's largest city, is known to some as the Red Light. Among the municipality, the promoter, and city dwellers recruited for discussion workshops and interviews, it appears that all draw on distinct urban memories to define as many Red Lights.