Versatile Event Space in Mile End.
about this space
The Emerald is a distinguished venue situated on Park Avenue, offering a unique and versatile space for a variety of events, including photoshoots, parties, corporate gatherings, galas, live concerts, and private dinners. The open layout is complemented by a front bar and a rear capsule room that exudes a salon atmosphere. The venue is fully furnished and dynamic, with kitchen access available upon request, making it an ideal backdrop for any occasion. The Emerald is equipped with essential amenities, including internet, air conditioning, security system, stock room, counters, fitting rooms, garment rack, lighting, sound and video equipment, electricity, heating, parking, elevator, lounge, and CCTV.
the fwv take
The Emerald earns its keep as an evening launch party or cocktail reception venue, because a licensed front bar, a 290 person occupancy and an already installed lighting, sound and video rig let you programme a complete brand activation on a CA$1,800 day rate without commissioning a build.
What makes this Park Avenue address work for that format is the two-zone plan: 279 sqm of open floor absorbs a standing crowd and a bar service line without pinch points, while the rear capsule room reads as a salon and quietly doubles as a seated appointment corner, a press day nook or a second camera set-up, and because the venue sits below street level you control the light absolutely, which is why it also performs as a one-day content studio.
Aesthetically it is a basement bar rather than a gallery shell, so it suits mid-scale contemporary labels roughly three to ten years into trading with a nocturnal, texture-led identity: streetwear, denim, footwear, eyewear, fragrance and music-adjacent apparel, with bilingual retail staffing doing real work on the door and the fitting rooms; minimalist ready-to-wear houses and daylight-dependent beauty brands should look elsewhere, since neutralising this room costs more than it returns.
In our experience Mile End dates move fastest for late August through October, when the city's fashion and live music calendars overlap and the neighbouring Fairmount and Rialto crowds are already circulating, so enquire eight to ten weeks ahead, confirm kitchen access in writing because it is granted on request rather than included, measure your largest rail against the basement elevator before you commit, and build your run against our activation timeline given that guest list rather than passing footfall will fill this room.
what's included
- Internet
- Air Conditioning
- Security System
- Stock Room
- Counters
- Fitting Rooms
- Garment Rack
- Lighting
- Furniture
- Sound & Video Equipment
- Electricity
- Heating
- Parking
- Elevator
- Kitchen
- Lounge
- Wifi
- CCTV
servizi aggiuntivi
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how to book this space
- 01
Check the shell and the dates
Review the gallery, 279 sqm floor plan and amenities for Versatile Event Space in Mile End, then note the window you want in Montréal. Fashion week dates book 6–10 weeks out.
- 02
Send the brief
Use the request panel on this page to send your dates, expected footfall and budget. The listed rate is a starting point at €1116 per day.
- 03
Get availability and a quote
We confirm availability with the operator and come back within 24 hours with the all-in cost: rent, staffing, permits and fit-out for Montréal.
- 04
Lock the contract
Sign the short-term licence, pay the deposit and we register any permit or signage paperwork the address needs.
- 05
Build and open
Fit-out, install and staff the pop-up. Our production team handles delivery, install and the strike at the end of the run in Montréal.
activation ideas
Product Launch Party
This is the format The Emerald was effectively built for, because the licensed front bar, lounge seating and installed sound and video rig deliver a complete evening with almost no build spend. Across 279 sqm we would work to 180 to 220 guests for comfortable circulation rather than pushing the 290 occupancy, with the rear capsule room used for product display or a VIP holding area. Our activation service covers door management, running order and bar briefing on the night.
Influencer Event
The venue works well for creator-led evenings because the basement position gives you total lighting control, which is what determines whether the content coming out of the room is usable. Brands running influencer nights in spaces like this typically build three lit vignettes, one at the bar frontage, one in the salon-style capsule room and one against the product wall, and cap attendance around 60 to 90 for shootable space. We handle guest lists and creator booking through influencer marketing.
Sample Sale
Operationally this is one of the strongest sample sale spaces in Mile End, because counters, fitting rooms, garment racks and a dedicated stock room are already installed, which removes the entire fixture hire line from your budget. The elevator and on-site parking handle stock delivery despite the below-grade floor, and 279 sqm absorbs a queue-managed sale of several hundred pieces. You will need till hardware and staffing, which we scope alongside point of sale and payments. Drive traffic by mailing list, not passing trade.
Press Day / Media Preview
This works as a press day venue because the two-zone plan lets you run open viewing and one-to-one interviews at the same time without building walls. In practice the main floor holds the full collection on racks and counters while the rear capsule room takes seated press appointments, and the installed lighting rig means editors see product under consistent light all day. Wifi, air conditioning and heating are standard, and 20 to 40 attendees across a rolling morning schedule is the realistic working number.
SS/AW Seasonal Showroom and Buyer Appointments
Credible for a multi-day showroom rental because the garment racks, fitting rooms and stock room already cover the wholesale appointment chain, and the one-day minimum with no maximum makes a week-long run straightforward to book. What makes this work for a buyer preview specifically is the rear salon room, which seats a buyer and your sales director away from the main floor noise. Expect two to three concurrent appointments comfortably, and budget for a supplementary lighting kit if colour accuracy matters to your buyers.
Photo Shoot and Content Day
Strong as a one-day content studio, because the venue arrives fully furnished with a lighting rig in place and no daylight to balance, so a crew shoots rather than spends the morning rigging. The bar frontage and the salon-style capsule room read as two entirely different locations, which is usually worth a full extra look on the shot list. Realistic capacity is a crew of 10 to 15 plus talent, with the lounge doubling as hair, make-up and holding.
Video Production
The space handles video well because sound and video equipment, electricity and full blackout conditions are already on site, and the basement level means street noise from Park Avenue is largely absent from your audio takes. Elevator access plus parking makes a grip and lighting load-in workable, though we schedule it for a morning window given the traffic around Saint-Viateur. Measure your largest flight case against the elevator car before you commit, and plan a day-before load-in for anything heavy.
E-commerce Shoot
Workable for high-volume e-commerce days, mainly because the fitting rooms, garment racks and stock room sit in the same room as the set, which is what actually determines how many looks you clear per hour. Brands shooting catalogue here typically run a two-station set-up in the main 279 sqm floor with steaming and dressing in the capsule room. Note that everything is artificially lit, so you will bring your own consistent key and fill rather than relying on the venue rig for cut-out work.
Industry Networking Event
A practical choice for trade and industry evenings because the front bar, lounge and kitchen access on request cover food and drink service without a hotel style minimum spend imposed on you. The open plan holds 150 plus standing, though 80 to 120 gives you the conversational density most networking formats need. Its Mile End position, minutes from Théâtre Fairmount and the Rialto, draws the design, music and independent fashion audience that makes this format worth running in Montréal.
use cases
location
getting here & street life
nearest transit
- du Parc / Saint-Viateurbus · 51576159 m · 2 min
- Saint-Viateur / du Parcbus · 51577178 m · 2 min
- du Parc / Fairmountbus · 51673232 m · 3 min
- Collège Français (Fairmount / de l'Esplanade)bus · 53848268 m · 3 min
- Saint-Urbain / Saint-Viateurbus · 51624334 m · 4 min
- Saint-Viateur / Saint-Urbainbus · 51623357 m · 4 min
the neighbourhood
Théâtre Fairmount is a music venue in Montreal, Quebec, Canada located at 5240 Park Avenue in the Mile End district.
- St-Viateur Bagel · 188 m
- Collège Français (Montreal) · 248 m
- Church of St. Michael and St. Anthony · 329 m
- Fairmount Bagel · 410 m
- Rialto Theatre (Montreal) · 422 m
frequently asked
Yes, The Emerald is available for pop-up shops, though it performs best as a ticketed or invite-led pop-up rather than a walk-in retail unit. The 279 sqm basement floor on Park Avenue already has counters, fitting rooms, garment racks and a stock room installed, so a temporary retail set-up here is close to move-in ready. Because the venue sits below street level in Mile End, brands running this format typically drive traffic through mailing lists, local press and Instagram rather than relying on passing footfall on Park Avenue. In our experience with basement bar venues in Montréal, the strongest results come from a sample sale or capsule drop paired with an evening launch, so the same build works twice.
who it suits
Brand Scale
This space fits mid-sized brands with a 10 to 40 person team, roughly 3 to 10 years of trading, and enough budget to program a room rather than simply occupy it. At 279 sqm with a 290 person occupancy, a front bar, a rear capsule salon room, and full furniture, lighting and sound already in place, The Emerald is built for a brand that needs one large evening moment or a multi-day production, not a quiet retail till. Brands at this stage typically find the venue works because the fit-out cost is largely absorbed by what is already installed, which means the spend goes into guests, content and staffing. Where we see mismatches is when a two person label with no mailing list books a 290 capacity basement venue and then struggles to fill it, or when a global house wants a street-facing flagship footprint. This is a bar-format venue below ground level, not a temporary retail space with passing trade, and a brand relying on walk-in footfall on Park Avenue will be disappointed. Consider spaces in Montréal at street level if walk-in conversion is the primary metric.
Aesthetic Fit
Brands with a nocturnal, atmospheric, texture-led identity will read best here: streetwear and skate labels, denim, footwear, eyewear, fragrance, jewellery, music-adjacent apparel, and any Montréal or Mile End brand whose story is tied to nightlife and local culture. The bar frontage, salon-style capsule room and dark basement envelope hold moody lighting, projection and layered set dressing without fighting the product. Colour-saturated and print-heavy collections pop against the existing shell, and the fitting rooms and garment racks mean apparel can be tried and sold in the same room as the party. What does not work is minimalist white-cube positioning. A quiet ceramics label, a clean Scandinavian ready-to-wear house, or a skincare brand built on natural daylight will spend heavily to neutralise the venue and still lose the flat, even light their imagery depends on. In our experience the profile that gets the most from this space leans into the room instead of covering it, often with a short concept and direction phase to lock the visual language before build.
Best Use Cases
First choice is a launch party or cocktail reception: the front bar, lounge, sound and video equipment and 290 capacity make this a turnkey evening brand activation with almost no build. Second choice is a content studio or photoshoot and video production booking, since the fully furnished layout, installed lighting rig and two distinct room characters give a crew multiple set-ups in one day. Third choice is a sample sale, where counters, stock room, fitting rooms and garment racks cover the full operational chain and the elevator plus parking simplify stock delivery. Fourth is a press day or collection preview, using the rear capsule salon for seated wholesale appointments while the main room holds the full range. Fifth is a private dinner or industry supper with kitchen access on request. Sixth is a corporate or partner event, and seventh a live performance tie-in given the Théâtre Fairmount and Rialto Theatre are both within a few minutes on foot.
Budget Signal
This sits in the mid tier for Montréal and represents strong value per square metre for Mile End, one of the city's most credible creative neighbourhoods. Compared with a downtown prime commercial unit, a brand here pays materially less and gains a fully furnished, technically equipped room, which removes most of the AV hire, furniture and lighting line items that usually inflate a raw shell budget. Against hotel event spaces, it is more affordable and far less corporate in feel, with no food and beverage minimum imposed by the property. Against co-working venues and shared pop-up formats, it costs more but delivers exclusive use, real capacity, and a distinct identity guests remember. The one-day minimum also means a brand can test a single evening before committing to a longer run. Run the numbers against comparable cities with the budget calculator before you shortlist.
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/ colophon — build stamp /
set in cormorant.
printed for paris, this session.
- stamped
- —
- edition
- vol. iv · ss27
- type
- cormorant · plex mono
- finish
- gold foil 871c