Demande Spéciale creates a layered identity for Montreal architects

When Montreal-based architecture atelier at-at approached Demande Spéciale, founders Simon Marcotte and Mathieu Cloutier were ready to formalise their collaborative practice under a shared identity. The duo had been working together since their studies at UQAM’s École de design, where their transdisciplinary education in environmental design shaped their holistic approach to architecture. Director & Designer Maude Turgeon began with an extended conversation to understand the architects’ working philosophy. When she asked about colour, they spoke about transparency, texture and materiality instead. “Mathieu mentioned how he saw parallels between architecture and music, and how rhythm plays a part in the way space is experienced,” Maude explains. This dialogue became the foundation for a graphic system built on quiet details, layering and presence. The name ‘at-at’ carries dual meaning as both atelier d’architecture approche totale, where ‘at’ represents both atelier and approche totale. “The full version gives clarity when needed, while the core ‘at-at’ can stand alone,” Maude notes. The modular system allows transparency and scale to emphasise or mute different elements across applications, letting the identity shift subtly while maintaining its voice.