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Our goal is to make the world a better place.

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We are on a mission to educate, entertain and engage people, in a way that broadens their perspective and invites them to take action in the world. We do this through the narrative experiences we create, inspired by the cultural institutions, brands and visionary leaders with whom we work.

Areas of activity

GSM Studios creates and produces visitor experiences and exhibitions across cultural destinations.

  • Museums

    We imagine new ways to engage visitors through a collection, designing a compelling visit that opens minds and hearts.

  • Science Centres

    Our narrative approach elevates hands-on learning spaces that build on the power of play to create interactive experiences fostering critical thinking and developing 21st century skills.

  • Brand Experiences

    We build signature experiences imbued with brand values and identity to connect with fans and future ambassadors—expanding the brand reach and impact.

  • Visitor Attractions

    From monumental landmarks to exclusive venues, attractions should drive passion and discovery. The unique guest experiences we design deliver on that promise with immersive journeys that cannot be lived anywhere else.

Explore our work

How we craft experiences

These creative principles guide everything we do at our core.

  • Visitors always come first

    We put visitors at the center of every experience we create. We ensure that everything we do entertains, educates, inspires, and, ideally, transforms audiences in some meaningful way. If we lose sight of the visitor, we’ve lost sight of the project.

    We put visitors at the center of every experience we create. We ensure that everything we do entertains, educates, inspires, and, ideally, transforms audiences in some meaningful way. If we lose sight of the visitor, we’ve lost sight of the project.

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    A powerful story

    We find the best way to tell your story, and  build on it with layered messaging. This allows us to have a more methodological approach to content development, curatorial perspective, technology selection, and design.

    We find the best way to tell your story, and  build on it with layered messaging. This allows us to have a more methodological approach to content development, curatorial perspective, technology selection, and design.

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    Deep respect

    We build relationships based on trust and camaraderie. We listen deeply, and take a bias-free approach to understanding your culture and your needs. We promise complete transparency throughout a project’s development.

    We build relationships based on trust and camaraderie. We listen deeply, and take a bias-free approach to understanding your culture and your needs. We promise complete transparency throughout a project’s development.

  • Make it accessible

    There are many types of people in the world. Visitor experiences and cultural attractions are for all of them. We take all of this into account, as well as the  needs of diverse thinkers, learners, and bodies.We create immersive, multi-modal,  and sensorial experiences to connect with the widest swath of humanity.

    There are many types of people in the world. Visitor experiences and cultural attractions are for all of them. We take all of this into account, as well as the  needs of diverse thinkers, learners, and bodies.We create immersive, multi-modal,  and sensorial experiences to connect with the widest swath of humanity.

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    Let ambition be your guide

    The world of visitor experiences thrives on ambition, it is funded by clients and communities that dare to make their mark. It is peopled by professionals who live to break the mold, and push design and storytelling to new limits. It rewards the innovative, and the daring.

    The world of visitor experiences thrives on ambition, it is funded by clients and communities that dare to make their mark. It is peopled by professionals who live to break the mold, and push design and storytelling to new limits. It rewards the innovative, and the daring.

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    Stand out

    Your project is unique. Needs differ from client to client, community to community and brand to brand. Your project should be tailored to them. Ours is not a business where it’s OK to repeat yourself.

    Your project is unique. Needs differ from client to client, community to community and brand to brand. Your project should be tailored to them. Ours is not a business where it’s OK to repeat yourself.

  • Embrace all media

    New media have the power to delight and immerse, potentially making experiences meaningful and unforgettable.  We employ these tools to appeal to all aspects of the human faculty, from the mental and visual to the playful and sensorial.

    New media have the power to delight and immerse, potentially making experiences meaningful and unforgettable.  We employ these tools to appeal to all aspects of the human faculty, from the mental and visual to the playful and sensorial.

  • Iterate quickly

    We employ design thinking across the board. We iterate fast, to get to the heart of what a project truly requires. We design for clients, not our portfolios.  So it gives you more opportunity to get involved and provide feedback along the way. If we encounter problems early, it means we can learn and take advantage of a longer runway to project success. 

    We employ design thinking across the board. We iterate fast, to get to the heart of what a project truly requires. We design for clients, not our portfolios.  So it gives you more opportunity to get involved and provide feedback along the way. If we encounter problems early, it means we can learn and take advantage of a longer runway to project success. 

Awards

YearOrganizationDescriptionProjectLink
2025

Quebec Tourism Industry Alliance

 Tourism Excellence Awards 2025

Mysterious Carnivores

2025

HUB Innovation Award

Social Innovation Mention

Nanualuk — Northern Expedition

2025

Oral History Association

 Mason Multi-Media Award

MEM – Centre des mémoires montréalaises

2025

Quebec Museum Association

 Excellence Award

MEM – Centre des mémoires montréalaises

2025

The Experiential Design Authority

 Best Design Detail - Lighting Design

Pavilion of France

2023

Singapore Institute of Architects Architectural Design Awards

Design of the Year / Gallop Extension (National Parks Board)

The Gallop Extension

2022

Architectural Heritage Awards

Award for Conservation (Distinction) / Gallop Extension

The Gallop Extension

2020

Lighting Design Awards

Visitor Experience & Museum Exhibition

Al Shindagha Museum

2020

Global Fine Arts Awards (GFAA)

Best Design Award

Guo Pei: Chinese Art & Couture

2018

Canadian Museums Association

Award of Outstanding Achievement in Exhibitions

The Moving and Connecting Gallery

  • 2025

    Quebec Tourism Industry Alliance

    DescriptionProject

     Tourism Excellence Awards 2025

    Mysterious Carnivores

    Mysterious Carnivores
  • 2025

    HUB Innovation Award

    DescriptionProject

    Social Innovation Mention

    Nanualuk — Northern Expedition

    Sustainable Developer
  • 2025

    Oral History Association

    DescriptionProject

     Mason Multi-Media Award

    MEM – Centre des mémoires montréalaises

    MEM – Centre des mémoires montréalaises
  • 2025

    Quebec Museum Association

    DescriptionProject

     Excellence Award

    MEM – Centre des mémoires montréalaises

    MEM – Centre des mémoires montréalaises
  • 2025

    The Experiential Design Authority

    DescriptionProject

     Best Design Detail - Lighting Design

    Pavilion of France

  • 2023

    Singapore Institute of Architects Architectural Design Awards

    DescriptionProject

    Design of the Year / Gallop Extension (National Parks Board)

    The Gallop Extension

    The Gallop Extension
  • 2022

    Architectural Heritage Awards

    DescriptionProject

    Award for Conservation (Distinction) / Gallop Extension

    The Gallop Extension

    pulsations
  • 2020

    Lighting Design Awards

    DescriptionProject

    Visitor Experience & Museum Exhibition

    Al Shindagha Museum

    Al Shindagha Museum
  • 2020

    Global Fine Arts Awards (GFAA)

    DescriptionProject

    Best Design Award

    Guo Pei: Chinese Art & Couture

  • 2018

    Canadian Museums Association

    DescriptionProject

    Award of Outstanding Achievement in Exhibitions

    The Moving and Connecting Gallery

    The Moving and Connecting Gallery

Our history

65+ years of expertise

GSM was founded in Montreal in 1958 by French-Canadian architect Jacques Guillon, who brought together an international, interdisciplinary team. As the city evolved into a symbol of modernity and multiculturalism—reaching its peak with the Expo 67 World Exhibition where GSM played a pivotal role—the studio developed the tools and methodologies needed to create exhibitions that captivated audiences and influenced generations of designers. Through decades of transformation and transmission, GSM has now evolved into GSM Studios, a name that better reflects our collaborative spirit, our production capacity, and our presence around the world.

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