Vogue Hotel Montreal

Montreal, Canada
2023–present

Vogue Hotel Montreal is a newly reno­va­ted bou­tique hotel (from Curio Col­lec­tion by Hilton) loca­ted in Mon­treal’s Golden Square Mile. The five-storey and 148-room buil­ding saw a multi-million 3-year long complete overhaul courtesy of Sid Lee Architecture. It opened its doors in 2022.

In the late 2010s, the Artifact Group (formerly Sageblan) acqui­red the Vogue Hotel with the intent of trans­for­ming it into a luxury bou­tique hotel ins­pired by grand hotels in Asia and the Middle East, with its leader­ship team having roots in India and Turkey.

In late 2022, Catalogue was brought in to take over the music direction and playlist creation for the hotel’s entire ground floor which includes the reception, the lobby area, the lounge area, the Yama Restaurant, and the Bazin Café.


The lobby area provides an escape from the hustle and bustle of downtown Montreal. In that sense, music needed to work hand-in-hand with interior design to create an immediate sense of ease when walking into the hotel.


We think of a hotel as a home away from home for guests so it should feel welcoming. But a hotel stay can also be aspirational. When done right, it can be a fantasy of what one’s home experience could be. With the music, it was important to pique the guest's curiosity. The biggest compliment for us is to see guests taking out their phones and trying to ID a song. That’s when we know we’ve accomplished our mission.

Good music in a space is a differentiator. For hotels, it separates the ones that value superior guest experience from the ones for whom music is just an afterthought and might go for more generic background music. The Vogue Hotel firmly stands in the former category. They understand and value the importance of music in their space and they’ve embraced it as a core component of guest experience. It also reflects the owners' love and passion for good music.

One of the challenges of programming music for a hotel is the fact that a hotel never closes. It’s a 24/7 affair. While the café and restaurant close at night, the reception, lobby, and lounge are always open. It’s therefore critical to have the music evolve throughout the day and night but also the week. A Monday evening doesn’t call for the same music and atmosphere as a Friday evening, for instance. It’s all in the details.

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