S5:E10 A HUB for digital creativity… Rachel Parent, Directrice Générale, HUB Montréal
Guest
Rachel Parent
In conversation with
Hilary Knight
Hilary Knight speaks with Rachel Parent, Directrice Générale HUB Montréal about building a global creative network at the intersection of culture, tech, and business – and why keeping things human is more important than ever.
Date of Recording
30 July 2025
Date of Publication
25 September 2025
[00:00:00]
Rachel Parent: I want to make sure at HUB that we're talking in a business way, and it's not the artistic way. I think there's amazing other, festivals are doing this like in tech or whatsoever that are, you know, more the artistic side of the businesses coming out. But at HUB, we really want to make sure that we're integrating the business vision within this creative and cultural institutions and industry.
[00:00:26]
THEME MUSIC
[00:00:31]
Hilary Knight: Hello, and welcome to The Three Bells. This podcast is one of a series brought to you by AEA Consulting for the Global Cultural Districts Network in which we explore what's happening around the world on those busy and sometimes congested intersections of cultural and urban life. The series and supporting materials can be found at www.thethreebells.net. If you like our content, please subscribe and review us wherever you find your podcasts.
My name is Hilary Knight. I'm a senior associate with AEA Consulting, and my guest today is Rachel Parent, co-executive director of HUB Montreal.
HUB Montreal is a non-profit organisation dedicated to promoting Quebec's digital, creative, and cultural sectors internationally. It combines an annual conference and market event that brings together a global network of creators, businesses, investors, and venues, and it acts as a crossroads for them to meet, exchange knowledge, network, and build collaborations for innovation.
As one of its leaders, Rachel plays a crucial role in helping to steer the organisation, grow the network, and foster cross-sector collaborations at the cutting edge of innovation in the creative and cultural industries.
Hi Rachel, welcome to The Three Bells. I'm really pleased to be speaking to you today.
[00:01:40]
Rachel Parent: Hi, Hilary. Thank you so much for having me.
…
External Links
HUB Montréal – Annual international fair and gathering for digital creativity
Moment Factory – Montreal-based multimedia studio producing immersive experiences globally
La Piscine – Montreal-based cultural and creative industries business accelerator
TeamLab – Tokyo-based art collective producing immersive art and running permanent museums in Japan and internationally
Science Museum Group – Referenced for museum innovation and variation in tech adoption
Cleveland Museum of Art – Referenced for integrating tech such as AI and digital experiences into museum practice
Codaworx – A platform connecting artists and commissioners of public art, referenced as an international partner
ABBA Voyage – The hologram-based immersive concert experience mentioned in the discussion
The Golden Key – Immersive AI-powered installation referenced by Rachel, co-presented at Milan Design Week and HUB Montréal
About our Guest
Rachel Parent, is Directrice Génréale of HUB Montréal, an international market event for digital creativity. She leads strategy and development for HUB’s global network of cultural, technological, and creative sector participants. Previously active in the music and screen industries, Rachel brings a cross-sectoral perspective to how innovation happens in cultural ecosystems. +
