PVM
CATHCART
PVM
CATHCART
Strategy
Research
Located within one of Montréal’s most iconic office complexes, the property was facing mounting competitive pressure as new AAA office towers entered the market. To remain relevant and retain tenants, ownership initiated a $200M redevelopment aimed at transforming the mixed-use campus into a modern, lifestyle-driven environment.
A core component of this strategy was the repositioning of the ground-floor retail and food courthistorically an underutilized space, into a high-traffic destination that could anchor the entire campus and reinforce PVM’s role as a premier downtown hub.
1. Reposition the food court into a true destination
- Create a differentiated concept that would elevate PVM’s brand and compete with modern urban campuses.
2. Improve tenant retention through an enhanced experience
- Use a revitalized, high-traffic food hall to increase daily activation and strengthen tenant satisfaction.
3. Support leasing performance
- Build a strong sense of place and a recognizable identity that would enhance the building’s value proposition.
$200M
Total Development Cost
20M
Annual Visitors, significantly boosting tenant exposure
15
Retail spaces in operation (12 fast-casual, 3 sit-down plus 2 bar areas)
24
Month Development
Brand Repositioning & Market Perception Reset
- Lifestyle-driven, multi-brand food hall concept designed as the centerpiece of the PVM redevelopment
- 12 fast-casual counters, 3 sit-down restaurants, and 2 bar areas blending local culinary talent with recognizable Montreal brands
- Design strategy tailored to 20M+ annual commuters, creating an elevated, calming environment within the underground transit corridor
- Hospitality-driven operations and curated programming to enhance the daily experience of office workers and visitors
Key Strategic Pillars
- Positioned Cathcart as the signature F&B anchor reinforcing the repositioning of the entire PVM campus
- Built a modern brand identity highlighting PVM’s central location, architectural prestige, and cultural relevance
- Enhanced the tenant and visitor experience through thoughtful hospitality, operational consistency, and curated events
- Activated the ground floor and public realm, driving visibility, increasing traffic flow, and supporting broader leasing momentum
