A brand new gondola, created from the ground up by lg2 in collaboration with Hydro-Québec, is being unveiled today at Le Massif de Charlevoix. And it’s like no other gondola on the mountain. With its exterior covered in mirrored vinyl, Hydro Express blends into the scenery, highlighting the wind, sun, and water — all sources of Hydro-Québec's clean, renewable energy. Inside the gondola, the invisible is made visible: a light show and video package features these three renewable energies in a wraparound audiovisual projection. Combining digital, sound, and spatial design, this unique gondola guides visitors to the top of the mountain in a truly immersive experience. The entire ascent is linked to an altimeter, which precisely times the transition from one video sequence to the next as the lift glides up the mountain.
This one-of-a-kind experience was designed to capture skiers’ attention with its intriguing appeal: it blends seamlessly into its surroundings and reflects the landscapes it crosses. Although it’s almost invisible from the outside, the gondola was created to give passengers an extraordinary educational experience and treat curious onlookers to a photo opp to share on social media.
“It's not every day that we have the opportunity to combine our technological ingenuity with our creative talent and design a gondola from scratch — one that will capture the imagination of everyone who visits Le Massif de Charlevoix. After many hours of creative collaboration with Hydro-Quebec, our Creative and Digital Experience teams have successfully humanized the power of three natural elements — water, sun, and wind — and made them the focus of a rewarding experience packaged to reflect these three elements. Hydro Express is a brilliant example of how digital experiences don’t necessarily have to happen on a screen,” said Nicolas Baldovini, Partner, Vice-President, Executive Creative Director, Digital Experience at lg2.
"This exercise in cooperative creation with Hydro-Québec is the perfect example of our collaborative approach with our clients. The gondola design and the visitor experience are both extraordinary. Hydro Express is part of a series of projects designed to create an impact through an unforgettable experience,” said Marc Fortin, Partner and Product Manager at lg2.
“This immersive experience highlights the elements that make Québec a unique place in the world, recognized for its creativity, its leadership in innovation and its renewable energy. At a time of energy transition and the fight against climate change, our clean energy is a huge asset. It’s important to us that people are fully aware of it so they can be proud ambassadors,” said Geneviève Fournier, Senior Director, Customer Experience and Marketing at Hydro-Québec.
The Hydro Express will make its first ascent on December 19, 2020 and will continue to operate throughout winter and Summer 2021 at Le Massif de Charlevoix. An overview of this unique immersive experience is also available via video shared on social media using the hashtag #HydroExpress. An ice sculpture on the grounds of Le Massif and mirror dressings in the resort's washrooms also helped the project get off the ground.