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Because History repeats itself...
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Montreal’s heritage under threat : Heritage Montreal takes action !
Montreal, September 24th 2009. Heritage Montreal is moving to save an emblematic downtown landmark : the giant Milk Bottle of the former Guaranteed Pure Milk Dairy Company. In order to do this, a unique partnership has been established between the Fédération des producteurs de lait du Québec (FPLQ) and Heritage Montreal as well as with the building’s current owners. This initiative, to clean and repaint the Milk Bottle, will ensure its survival, and will at the same time remind Montrealers of an important part of their history.
Through this innovative partnership, Heritage Montreal is establishing a model for new partnerships aimed at promoting the protection of our threatened heritage sites. Currently, there are ten threatened emblematic sites in Montreal that are at risk of disappearing forever. Forgotten and rusted, the extraordinary giant Guaranteed Pure Milk Bottle is one of these ten emblems.
A remarkable example of Art Deco and a testament to the presence of the dairy industry in the heart of Montreal, the Guaranteed Pure Milk Dairy building was designed in 1930 by architects Hutchison, Wood and Miller. A water reservoir in the form of a giant Milk Bottle was built on the roof. Constructed out of riveted steel and measuring close to 32 feet in height, it weighs 6 tons.
Through lack of maintenance and the impact of time and weather, the Milk Bottle’s former radiance has been overcome by rust, as train commuters and regulars at the Bell Centre are no doubt aware.
“Heritage Montreal is often mistakenly thought of as a para-municipal organization whose central mission is to review and evaluate on development projects. In fact, Heritage Montreal is an independent non-profit charitable organization funded through donations from corporations, foundations and individuals who love Montreal and who wish to contribute to the safeguarding and promotion of our heritage in the context of Montreal’s development. In order for us to pursue our goal of safeguarding additional Montreal Heritage Emblems, we are soliciting the financial support of the public at large and of the private sector”, explains Dinu Bumbaru, Heritage Montreal’s Policy Director. « To support Heritage Montreal is to contribute to the preservation of the quality of our city that we all benefit from and that we wish to leave as a legacy to future generations. »
For Nicole Dubé, Marketing Director at the Fédération des producteurs de lait du Québec, «The Milk Bottle reminds the younger generation that the dairy industry has been part of our city for a long time. To let such a symbol disappear would mean that what we build today won’t have any value fifty years from now ».
In addition to the Fédération des producteurs de lait, the repainting of the Milk Bottle has been made possible thanks to the generous support of many other partners, including the advertising agency Sid Lee, AkzoNobel, Trans-Optique (large format print), Du-For Scaffolding and public relations firm Ryan Affaires publiques.
« As the Canadian leader in the decorative paints market, we are pleased to contribute to preserving one of Montreal’s industrial symbols, and to demonstrate that there is room for colour beyond interior decoration and into architectural projects in the public and urban domains,” said Pierre Dufresne, General Manager, Decorative Paints Canada, AkzoNobel.
Montrealers who wish to participate in the safeguarding of the Milk Bottle and other threatened emblematic Montreal sites can visit www.savethemilkbottle.com. This site provides information on the history of the Milk Bottle as well as information on the other emblematic sites that Heritage Montreal wishes to save from abandon and neglect, among them, the Redpath house, the Dow Planetarium, the 9th floor restaurant of the former Eaton’s department store, as well as Montreal’s cherished staircases, balconies and cornices.
Media Contact :
Philippe Roy
(514) 874-1939
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