Immersive nighttime experiences at two iconic Quebec churches are not just showcasing their architectural beauty but are also driving regional tourism.

Moment Factory transformed Notre-Dame Basilica in Montreal, Que., and Saint-Roch Church in Quebec City as part of the AURA series. The team created permanent, site-specific multimedia experiences that renew public engagement with these heritage sites. They illuminate the churches’ interiors after dark in new and unexpected ways, revealing centuries of tradition, artistry, and craftsmanship, and accentuating architectural details often overlooked in daylight.

The team launched the project in 2017 at Montreal’s Notre-Dame Basilica as part of the city’s 375th anniversary celebrations. They debuted AURA Église Saint-Roch in Quebec City last year, paying tribute to the neighborhood’s evolving cultural fabric. At this site, they also provide visitors with a voice-over and a companion web application that delivers real-time translation and supplementary historical context.

There are two other cities where AURA experiences can be enjoyed: San Francisco, U.S., and Paris, France.

Driving tourism

According to a media release, the sites have also emerged as a source of regional tourism. In Montreal, 57% of attendees travel from out of town to visit the AURA site. Across the four sites, more than 2.2 million visitors have enjoyed the immersive experience, generating millions in revenue. The organizers dedicate a portion of these proceeds to maintaining and restoring the participating landmarks.

The rich architecture, history, culture, and community of each site are the greatest source of inspiration, guiding every creative decision, says Patricia Ruel, creative director of AURA at Moment Factory. “Heritage architecture demands precision, care, respect, and the capacity to adapt to unique preservation frameworks,” adds Ruel.

Moment Factory integrates technical equipment directly into the architecture, concealing it within housings finished to match the venue’s existing materials, ensuring a clean finish. As a result, the permanent installation respects the site’s integrity and allows the technology to recede into the background.

AURA projects have earned international acclaim, winning a THEA Award for Outstanding Achievement, multiple PRIX NUMIX awards, and a Communication Arts Interactive Competition award.