How do you bring a brand's DNA to life in its physical space? How do you establish a fluid conversation between architecture, brand and strategy? For architect Hélène Fortin, the talented mind behind LG2’s integrated architecture practice, the agency’s move to the Technopôle Angus was the perfect opportunity to put the multidisciplinary approach she developed into practice – but this time for LG2. Over the span of 20 years, Hélène has reinvented the art of design by developing an expertise where the boundaries between physical space, design and technology are removed. Her multidisciplinary approach to architecture emphasizes the synergy between the brand, graphic design, strategy, experience design and communication. Designing user-centred spaces and experiences begins with a creative idea steeped in the brand’s DNA. A graduate from Laval University’s school of architecture, she completed her training at UQÀM, before going on to take courses in design, with a further course in Design Thinking at Harvard. Passionate about Montreal and its architectural heritage, she has worked on several design mandates for the Olympic Park and BMR. Recently, she brought the employer brand to life in the head offices of Ludia, a major player in the video game industry. The thorough and detailed transformation perfectly captures the company’s essence and culture. At LG2 for nearly 10 years now, Hélène is focused on bringing brand experiences to life in their physical space.