On February 5, 2025, we posted a video explaining our desire to bring the energy of morning parties back to Montreal. In just a few hours, our Reel passed 100k views and racked up hundreds of shares. Since then, views have kept climbing, and so has our community. Let’s look back together on 10 months of growth, free events, and millions of views on Instagram!
Growing together
It all started one February morning at Cass Café. By 11 a.m., the café was already full, and the line outside kept growing despite the cold and snow. In the moment, we felt like we had created something bigger than us, with nearly 300 people taking part, all smiles. Even those who waited 2h55 outside and only got to catch the last five minutes of Croissound 001.
From the second edition at Café Bravo, more than 500 people showed up, and the same at Café Camas. It was at Central that Croissound took a real turn (a lot of people still call it their favorite) .Capacity was tripled compared to the previous venues, and we crossed the 1,500 participant mark.
On that high note, we crossed the Atlantic for three Croissound events in Paris. Once again, people showed up. That’s when we told ourselves we had to be on the right track. When we got back, we closed the indoor Croissound season at an iconic spot: Queue de Castor.
In July, we took on a double challenge: an outdoor Croissound, and one that was a little more “off-center”. At Royalmount. Coffee stands, a stage, volunteers. And while the very first event happened at –10°C, the weather gave us a new challenge this time: +37°C. Still, nearly 3,000 people came to dance with us, iced latte in hand. That incredible attendance stayed the same for the entire outdoor season, both at Omnium Banque Nationale and on Wellington Promenade.
At the beginning of fall, we decided to take a break.
One month to step back, take stock of everything we’d built in such a short time, and prepare our return. For that, we chose something truly emblematic in Montreal : Crew Collective & Café. More than 2,000 people, hundreds of drinks served, and just as many croissants enjoyed.
And what better way to end the year than a Croiss’mas ? Outdoors, with snow, and even Santa Claus! This edition beat all our records. Over four hours, more than 4,500 people came to dance, enjoy hot drinks, and discover our brand-new merch collection.
Collaborating for the best
As we grew, our collaboration opportunities grew too. More and more companies reached out to become part of the big Croissound family. Since our core value is to keep offering free events to our community, these collaborations became more and more meaningful.
The very first collaboration was with Alpro, who joined us in France for our Paris tour. A great chance for people to discover their plant-based drinks. In Quebec, it was SAQ. Ironic for alcohol-free events, you might say. But for our Royalmount event, they came to present their low-alcohol drink range. With everyone constantly needing to cooldown, their free stand kept serving nonstop, and their line seriously competed with the coffee lines.
For our next event on Wellington Street, two companies put their trust in us. Loto-Québec handed out scratch tickets co-created with us for every latte purchase. And Silk made the first appearance of what would become a long series, with the Silk Club. An activation that let hundreds of people leave with a unique souvenir. After that, they joined us at Crew Collective & Café, and celebrated the holiday season with us!
With Spotify, we created a Croissound signature activation. A mix of shared moments and a one-of-a-kind keepsake. Paired with an influencer strategy, the collaboration generated hundreds of thousands of views and thousands of shares across social platforms.
What we loved most across all these collaborations was the freedom and the trust. We always got to create something that felt like us. And when you give us the best conditions to do what we enjoy, it works.
For you, by us
What we love most is making our community happy. The people who like to start their Sundays with coffee in hand and a smile on their face. The community we’ve seen grow alongside Croissound. The one that keeps supporting us in the comments, in DMs, and when we run into each other in real life.
In less than a year, we have:
· Hosted more than 10 free events
· Reached over 5 million views on our Instagram account
· Seen nearly 100k pieces of content shared
· Made more than 20,000 people dance (the equivalent of the Bell Centre)
And all of this is largely thanks to the people. Those who simply liked a post, those who trusted us through collaborations, and all the volunteers who have shown unwavering dedication from the start.
At first, we wanted to organize one event. We ended up creating a real community. We answered a shared need felt by thousands of people. Always with the same ambition: to share, and to bring joy. For free.
Our first big achievement for 2026 will be having a place that feels like us, and like you. A place where you can enjoy quality croissants and coffee. Where you can run into people you partied with one Sunday morning in May. And where, occasionally, you might even get to party again (follow us on Instagram to learn more 👀).
Written by Sébastien Michel
