The artist behind the mural, Catherine Potvin, has long been a staple of Montreal’s art scene. Her whimsical character drawings have quietly become part of the city’s visual language, appearing in neighbourhood fixtures like vinvinvin and across streets such as Beaubien and Rachel. For Potvin, public-facing work like this is intentional. “This way of communicating is my art gallery,” she says. “It’s a language that reaches everyone, because brands are everywhere.”

The mural mirrors the atmosphere of the store itself — warm, modern, and quietly grand. The open-concept interior is punctuated by cool stone columns and massive windows, their bubbled glass referencing the mid-century panes once found in the building. For a moment, it feels less like retail and more like a contemporary gallery. Then the matching blue shirts give it away. This is the opening media event for Montréal’s new Apple Store.

Geniuses and specialists stand ready, eager to share their knowledge of technology designed to make daily life a little easier — and a little more creative. “For nearly 20 years, we’ve been proud to be part of the downtown Montréal community, whose spirit of creativity and innovation continues to inspire us,” says Deirdre O’Brien, Apple’s senior vice president of Retail and People. “We’re incredibly excited to build on this longstanding relationship and create a destination where customers can experience the very best of Apple.”

Near the centre of the store, attention clusters around a HomePod display and a wall of Beats by Dre headphones. But closer to the front, a pair of sleek goggles quietly commands curiosity. A specialist named Tomer introduces them as the Apple Vision Pro — a wearable device that blends digital content seamlessly into the physical world. Slip them on, and a floating interface appears overhead, powered by 3D tracking and camera passthrough that gives the experience an uncanny mixed-reality feel.

“It’s basically a spatial computer with a really powerful chip, the M5,” Tomer explains. “You can watch movies, and it’s like you’re in your own private theatre.” The effect feels less like a gadget demo and more like something pulled straight from Blade Runner 2049.

Still, it’s Potvin’s mural that keeps drawing people back. Specialists pause beside it for photos. Guests linger. It’s impossible to miss — and impossible not to smile at. “Montréal is constantly alive: festivals, music, dance, cinema, technology, video games, food, nightlife,” Potvin says. “It’s a city that seamlessly blends creativity and warmth. All of this comes through in my characters and their interactions, creating a visual journey that reflects the city’s energy, openness, and spirit.”

Standing in the glow of the mural, it’s hard to disagree. In choosing Potvin, Apple hasn’t just commissioned a backdrop, they’ve invited the city itself into the room.