Context
As the organizer of the Québec City and Montréal Grands Prix Cyclistes since 2010, Groupe Tonic was entrusted with the planning and delivery of the 2026 UCI Road World Championships. The event will welcome more than 1,000 athletes from over 80 countries and feature 13 world-class men’s and women’s races.
The organizing committee, alongside official timing partner Tissot, wanted to leverage the high foot traffic of Montréal’s summer season and the vibrant atmosphere of the Old Port to generate awareness among local residents, Québec visitors, and international tourists strolling through Place Jacques-Cartier.
Concept
Celsius designed and delivered a large-scale countdown installation that served as a visual landmark in the heart of Old Montréal, reminding visitors that the city was preparing to welcome the world’s best road cyclists from September 20 to 27, 2026.
The activation highlighted the upcoming eight-day championship program, which will coincide with the celebrations marking the 50th anniversary of the Montréal Olympic Games, creating a powerful connection between two landmark moments in the city’s sporting history.
Deliverables
Celsius oversaw the design, fabrication, production, and installation of a 12-foot-tall countdown tower prominently displayed at Place Jacques-Cartier.
The mandate included:
- Design and production of the countdown structure
• Installation and on-site deployment at Place Jacques-Cartier
• Coordination of suppliers, printers, and specialized subcontractors
• Turnkey production and assembly by the Celsius workshop team
• Installation of custom graphics and countdown clock components for the official 100-day countdown
By combining strategic location, impactful design, and flawless execution, Celsius helped Groupe Tonic and Tissot build excitement for one of the most significant sporting events ever hosted in Québec, creating a highly visible symbol of anticipation in the heart of Montréal.
