The building in the south east corner of St Laurent and Sherbrooke has gone through many full size advertising, as you can see here. The ad completely covers the renovation scaffolding, and even includes an illusion of bricks at the top and sides to the sign. This top image taken in april 2008.
Later in the summer of last year, a new sign went up. This time displaying a Garnier (L’Oréal) product.
The ads were supposed to stay on, while some work and renovations were done. A few weeks ago, while passing by, I noticed no signs in the building..
but also didn’t see any signs of renovations in the exterior. Was that all just an advertising campaign, a way to monetize on the building’s location or was there actual work done?
There was one more ad, I believe it was before the L’Oréal one. A huge image displaying AUDI, if I recall well.
Maybe it’s just a matter of time before we see a new one. Personally, I’m not missing them. Rather see an historic building, even if it looks run down, than huge advertising sign.
What’s your take on this?
Opinions, amplifications and/or corrections are encouraged in the comments!
Posted by: Deya Bautista - Real Estate Broker working as part of the McGill Immobilier team. Specializing in high end condos in downtown and Old Montreal. For buying or selling contact Deya at: 514.917.7889 
I agree. I prefer the original building underneath. It's real, as opposed to the ad.
The original building has so much character who would want to hide such a beauty with a collage of ads?