Montreal’s iconic advertising columns, those cylindrical pillars that have been part of our urban landscape for three decades, will soon disappear from our streets. The city administration has decided not to renew its contract with Astral Media, marking the end of an era for these distinctive street fixtures that many Montrealers barely notice anymore, yet have subtly shaped our public spaces since the early 1990s.
As I walked down Sainte-Catherine Street yesterday, I paused to really look at these columns – truly look at them – perhaps for the first time in years. There’s something almost nostalgic about these structures that have witnessed the evolution of our city through countless seasons, festivals, and demonstrations.
According to city spokesperson Philippe Sabourin, “The decision reflects our changing urban priorities and vision for public space.” The current contract expires this December, and rather than extending it, the city has chosen to reclaim these small but significant portions of our sidewalks.
These advertising columns, sometimes called “Morris columns” after their 19th-century Parisian originator, have generated approximately $2 million annually for city coffers. While this revenue stream will end, the administration believes the benefits outweigh the financial loss.
“We’re looking at reclaiming roughly 3,000 square meters of public space,” explains Marianne Giguère, executive committee member responsible for urban planning. “That’s space that can be reimagined for pedestrians, greenery, or other public amenities that serve Montrealers directly.”
The decision has been met with mixed reactions. Heritage Montreal‘s policy director Dinu Bumbaru notes that these columns have become “an almost invisible part of our urban furniture,” but acknowledges that “cities must evolve and reassess how public space serves citizens.”
Local merchants, however, express some concern. “Those columns actually created useful meeting points,” says Marie-Christine Champagne, owner of a boutique on Mont-Royal Avenue. “People would say, ‘Meet me by the column,’ and everyone knew exactly where to go.”
Some advertising industry professionals are naturally disappointed. “These platforms offered unique visibility in high-traffic areas,” tells me Martin Beauvais, a creative director at a Montreal advertising agency. “There’s something special about physical, non-digital advertising that connects differently with people.”
The removal process will begin in January 2024, with most columns expected to be gone by spring. The city hasn’t announced specific plans for each former column location, though officials suggest some spots might see new public seating, bicycle parking, or urban vegetation.
This change comes amid broader conversations about advertising in public spaces. Mayor Valérie Plante‘s administration has previously expressed concerns about visual pollution and commercialization of public areas. During a press conference last week, she emphasized that “public space belongs to citizens, not corporations.”
Walking through the Quartier des Spectacles this morning, I noticed how these columns have blended into our visual environment. Some display cultural events, others commercial messages. A few show signs of wear after decades of weather exposure – chipped paint, faded posters, the occasional graffiti tag.
For younger Montrealers, the columns’ removal might barely register, but for those who remember their installation in the early 1990s, it marks another subtle shift in our urban landscape. Just as phone booths have largely disappeared, these advertising pillars will soon be relegated to old photographs of Montreal streets.
Urban planning experts suggest this decision reflects broader trends. “Cities worldwide are reconsidering the commodification of public space,” explains Sophie Langlois, professor of urban studies at UQAM. “There’s growing recognition that commercial messaging should not dominate our shared environments.”
The removal also presents technical challenges. Each column weighs approximately 900 kilograms and is connected to underground electrical systems. Dismantling them requires careful coordination to avoid disrupting underground infrastructure or causing sidewalk damage.
