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Interview with Jacques-André Dupont

Interview //

Since 2010, X3 Productions has been working to redefine the exhibition experience. With two hugely popular exhibitions on Indiana Jones and Star Wars in its portfolio, TEN met with President Jacques-André Dupont to discuss what it’s like working with Lucasfilm, and how X3 combines the expertise of three very different companies.

TEN: To start, could you explain a little bit about what your job involves, and how you came to be working with X3?

Jacques-André Dupon: As president and executive producer of X3, I overview all sides of our operations, from the conception, the production, the touring aspect, the financial aspects as well as business development of the company at large.

I am also President of L’Équipe Spectra, one of the 3 Montreal companies that make up X3 Productions. Gsmprjct was the one who made it happen at first. They were invited by Lucasfilm to participate to a call for proposals about an exhibition project for Indiana Jones. They contacted us to get involved, and I contacted BleuBlancRouge to be part of the team. Our vision was to combine all our expertise to create a concept for Lucasfilm. And we won! Lucasfilm were so impressed that they asked us for a concept for Star Wars as well. So we created the company out of that circumstance.

X3 Productions is about creating museum quality touring exhibitions that are innovative, educational and unique.

TEN: In your own words, how would you describe what X3 does?

JAD: X3 Productions is about creating museum quality touring exhibitions that are innovative, educational and unique. Creating blockbuster events using technology with an emphasis on interactivity that will change the museum experience most people have come to expect. Our goal is to make the visitor part of the exhibition, have them be the center of the experience. Give them an active role – as opposed to a passive role- in the visit experience.

TEN: X3 is comprised of three companies – has the combination of so much expertise given X3 an edge over other exhibition producers?

JAD: I am sure it does. We have close to 100 years of experience combined together in 3 different areas that are essential parts of creating a strong production company such as ours in that specific industry. I think we have a winning recipe because of the combination our respective strengths. However, we are always open and on the lookout to perfecting ourselves and our knowledge to get better and have extremely high expectations for ourselves and we strive to make every new project more innovative.

TEN: How do these three entities work together smoothly?

JAD: All three of these entities have their own specialty and expertise. Gsmprjct has extensive and diverse experience in creating and designing exhibits. BleuBlancRouge are one of the top ten Advertising agencies in Canada and have an impressive background in creativity and branding. L’Équipe Spectra are one of the world leaders in producing and touring major high end cultural ventures (they are the team behind the biggest jazz festival in the world: The Montreal International Jazz Festival).
So all of these specific expertises mesh together as the perfect complement for each other.

It is crucial in any industry to stay abreast of current trends and new ideas. We have the chance to live in a very creative environment like Montreal and to travel the world to be inspired by different and very diverse cultural expression.

TEN: How often does X3 work on new projects, or look for new opportunities?

JAD: We are always on the lookout for new projects and new opportunities. It is crucial in any industry to stay abreast of current trends and new ideas. We have the chance to live in a very creative environment like Montreal and to travel the world to be inspired by different and very diverse cultural expression.

TEN: What have been some of the biggest projects X3 has been involved with so far?

JAD: So far, it has been our projects with Lucasfilm, especially Star Wars. The brand is so strong and has been around for a long time, it has touched many generations all over the world, and the impact is very intense but that’s also the most exciting part of working with such a big brand. And the response from the public has been overwhelmingly positive, so this was a big reward for us.

Watch more about Star Wars Identities

I can’t deny that the Star Wars project is an amazing “carte de visite”

TEN: How do you find new opportunities often come about?

JAD: I can’t deny that the Star Wars project is an amazing “carte de visite” (calling card). We also now have a lot of visibility and other major brands who have expressed interest in working with us.

TEN: Lucasfilm is an impressive partner to have – what kind of challenges come with working with these kinds of big entertainment companies?

JAD: First of all, working with world-renowned brands like Lucasfilm comes with high expectations because of the public awareness. So, the most important thing is to always stay true to the brand’s identity and spirit. Also, with well established brands, there are of course strict restrictions and guidelines that must be followed and respected when you work with their I.P., which is absolutely normal and understandable. This is especially true with brands like Star Wars because they also have a very strong, critical (and vocal) fan base. In that particular case, one of the biggest challenges was to make absolutely sure we were on point with the fans. And with the unanimously positive reactions we’ve received, we know we succeeded. We are not only Lucasfilm-approved, but we are fan-approved as well!

TEN: Is it important to be aware of new opportunities, to maintain an exciting touring portfolio?

JAD: Of course. Especially since our projects are focused on new technologies and interactivity, we need to stay current in our content and therefore awareness of the industry’s trends and innovation is crucial. The TEM meeting is a great way to mingle with the key players in the industry and learn more about every market’s distinctiveness.

TEN: What are you most proud of?

JAD: I am proud of our team and our accomplishments after only five years in the industry… I am proud of the relationships we’ve established with our partners, like Lucasfilm for example. It is still impressive to me to know that we have their trust with this extremely powerful and recognised brand.

Science is part of everyday life and we feel that using science in our content can help visitors make a relatable connection to their own life with their visitor experience.

TEN: What’s your opinion on exhibition companies helping to support science education?

JAD: It has always been an important part of X3’s mission to educate while entertaining. Science is part of everyday life and we feel that using science in our content can help visitors make a relatable connection to their own life with their visitor experience. We make it a point to make their experience a personal one, one that they will bring home and can relate to on a personal level.

On a broader level, why waste a precious opportunity to simply entertain? We want to make the experience a rich one and therefore we take the opportunity to have the visitor learn something so they can take something home from that experience. This will give a deeper meaning to the content and to the visitor’s experience. So supporting science education only enriches the contents and the experience we have to offer the visitor.