Industry Insider
www.parkworld-online.com
Alexandre Lupien – Themed Entertainment Creative Director at Moment Factory
Park World’s Matt Broughton spoke with Alexandre Lupien, Themed Entertainment Creative Director at Moment Factory.
Matt: Alexandre, can you tell us about your industry background before you came to Moment Factory? Alexandre: Moment Factory was actually my second job after graduating from university. I studied Mechanical Engineering in Montreal and completed a master's degree in aerospace aerodynamics. My first role was with a flight simulator company, but I was only there for three weeks. It became clear and I was craving an opportunity for creative problem-solving and out-of-the- box thinking. Through a fortunate series of circumstances, I met Dom, one of the
co-founders of Moment Factory, back in 2011. He took interest in my unconventional profile and wanted to bring new minds to the table to imagine the future of entertainment. I joined their (then very small) R&D team and began to explore what we could do when we mix technology and creativity, and just how far we could push those boundaries to capture people's minds and imaginations.
Matt: How did you come to be Themed Entertainment Creative Director there? Alexandre: My path to becoming a Creative Director was a natural progression through different roles at Moment Factory. It started during my years in the R&D team. While my primary focus was on researching and innovating with technology, I also began taking on more creative pitches and concept development. From there, I moved into a position as a multimedia set designer on our Scenography team. I spent several years in that role, collaborating more and more with major theme parks to integrate media technology into their rides and attractions. As my exposure to this industry grew, it all culminated in 2017 when I stepped into the role of Creative Director for our Themed Entertainment division. Each step of that journey has fundamentally shaped how I approach every new project that comes our way.
Matt: For those not in the know, can you give us the elevator pitch for what Moment Factory is and what it excels at? Alexandre: Moment Factory is a multimedia entertainment studio based in Montreal with a core mission: to bring people together. We use creativity and technology to craft moments that spark collective wonder and genuine human connection. Ultimately, we are on a journey to imagine new forms of entertainment that draw people out of their homes to share unforgettable experiences together.
Matt: How has the company changed since it started? Alexandre: on honest collaboration and out-of-the-box thinking. Moment Factory was started almost 25 years ago by Sakchin Bessette and
Dominic Audet, who were creating visuals for rave parties at that time. Those two are still shaping the company's vision today, and from the beginning, they embodied the two pillars of Moment Factory: Creativity and Technology. Back then, they were innovating by using slide projectors and video mixers to introduce new technologies to the party scene. Fast forward to today, and at pushing the limits of technology, and our core purpose has never wavered: making sure our audiences have a visceral and magical experience.
Matt: What does your day-to-day role involve? Alexandre: As a Creative Director, I always say my role is to act as a bridge. On one hand, I represent our client's vision within Moment Factory, and on the other, I represent Moment Factory's creative potential to our clients. Day-to-day, this means two things. First, I ensure that everything we develop
aligns perfectly with our client's vision and needs. But just as importantly, I champion the bold - and sometimes "crazy" - ideas that our artists and technicians bring forward, articulating their value to the client to elevate the project's potential. At Moment Factory, we believe the magic happens when there is trust and
collaboration with our clients. They know their field better than we do, but they beyond the paved path. This is how, working together, we can elevate the industry.
Matt: Could you pick a favourite project and talk us through what makes it so good in your eyes? Alexandre: If I had to choose a favourite, it would be our project Perplexiplex at Meow Wolf's Convergence Station in Denver. What puts it at the top of my list is the incredible collaboration we had
with the Meow Wolf team, and particularly with the late, great Matt King. It was a truly special partnership, and together, I believe we redefined what an immersive, interactive room could be. The technology behind it is deceptively simple, but the emotional impact is genuinely profound.
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SEPTEMBER 2025 IAAPA EUROPE EDITION
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