PHOEBE GREENBERG
The Creative Maven of Montreal
There’s a vibe in Montréal that just feels elevated and modern, with infinite possibilities (if you didn’t know, now you do). We can thank Phoebe Greenberg for that. With a keen awareness of the relationship between artists and audiences, it’s no surprise that Phoebe got her start studying theater and traveling Europe as an actress. Highly regarded as a cultural entrepreneur and philanthropist in Montreal, she founded the Phi Foundation in 2007, a private (and free!) museum that showcases the world’s best in contemporary art exhibitions. In 2012, she established the PHI Centre, a multidisciplinary arts and cultural hub and seven years later came PHI Studio, known for technology-based immersive experiences sometimes within, but most often beyond PHI’s walls, making Montreal one of the world’s leading destinations for VR and AR experiences. She has raised millions of dollars for PHI and other arts orgs, and is a mentor to young artists and entrepreneurs.
Projects
Phoebe Greenberg’s projects are all about taking people out of their reality and into new worlds — sometimes literally. Recent PHI collabs include Spheres (2018), by Eliza McNitt, a VR journey to the heart of the solar system; and Mirages & miracles (2019) by Adrien M & Claire B, a playful, thought-provoking AR tour through the streets of Montreal. But it’s PHI Studio’s joint venture with Felix & Paul that has the experiential world buzzing. THE INFINITE, debuted in 2021, transports guests to the International Space Station via VR and is regarded as one of the most ambitious projects in the industry. PHI’s focused on enhancing the visitor experience through a keen sense of detail, showcasing the interactivity between physical objects, virtual reality, multimedia art, soundscapes, light design and even the faint scents of a forest, evoking memories of summer nights spent laying in the grass stargazing.
