Choosing a company name is rarely a matter of chance. It's an exercise in identity, a promise made to those we wish to serve. When we founded our accelerator for artists and artisans in the regions of Quebec, several names were considered. Yet, only one stood out as the obvious choice, rooted in both our geography and our business philosophy: Le Socle. ( see full article (lesocle.ca/en/post/pourquoi-le-nom-le-socle-l-art-de-propulser-le-talent-créatif-de-nos-régions))

Why Saint-Jean-Port-Joli? If you've ever walked along the St. Lawrence River through our municipality, you already know part of the answer. Saint-Jean-Port-Joli isn't just a picturesque town; it's a true creative hub, renowned throughout the province and even beyond for its unique cultural vibrancy. For decades, this region has acted as a magnet for creatives. From the wood carving that made it famous, to contemporary crafts, music, and visual arts, the artistic density per square kilometer here is simply phenomenal. For an accelerator like Le Socle, setting up shop here meant establishing ourselves directly on fertile ground. Inspiration isn't just found in our offices; it's in the air, in the neighboring studios, in the cafés where ideas are exchanged, and in those legendary sunsets that remind us that beauty is essential.

Our offices are located at 254 Avenue de Gaspé West, Saint-Jean-Port-Joli, QC G0R 3G0

Max Doré is the founder and president of Le Socle. He perfectly embodies the DNA of our accelerator: the meeting point between art and business. An artist at heart but a formidable entrepreneur, he is best known for founding the UNDZ brand, which he propelled internationally before successfully selling it in 2016. Today, Max is no longer building for himself, but for others. He puts his branding expertise, network, and understanding of financing at the service of Quebec creators. He leads the investment strategy for the $250,000 fund and personally mentors the accelerated projects (like Natoo) to ensure they reach their full potential. In short: he is the one who has already paved the way you are about to follow.

Statement on AI: Le Socle is an accelerator dedicated to human creators and traditional skills. We use artificial intelligence as a productivity and marketing tool (similar to the Adobe suite or Canva) to propel our artists. We believe that mastering this technology empowers creators rather than allowing them to be constrained by it. We prioritize local talent, supported by innovation. See the page on the DECLARATION ON THE USE OF THE AI(https://www.lesocle.ca/en/notre-position-sur-lintelligence-artificielle)

This is an important distinction, but the line is often thinner than we think. Traditionally, the distinction lies in function: The craftsperson creates objects that have a practical use (a garment, a piece of furniture, a personal care product), while imbuing them with technical expertise and a unique aesthetic. The object is used daily. The artist creates to evoke an emotion, provoke thought, or explore an idea. The work has no immediate functional purpose; its aim is to touch the mind or the heart.

The artist is often reduced to an aesthetic or entertainment role. At Le Socle, we believe their role is far more fundamental and strategic for a healthy society: The Revealer: The artist acts as a mirror. They capture the spirit of their time, its joys and its tensions. They put words, images, or forms to what society feels but cannot express. The Innovator: Long before engineers, artists tested the limits of matter and thought. They teach us to see the world differently and to think outside the box (the famous "think outside the box" so dear to entrepreneurs). The Guardian of Identity: In Quebec, our artists and artisans are the ones who tell our story, from Saint-Jean-Port-Joli to Montreal. Without them, we lose our unique character in the face of globalization.

While the artist's role is social, their mission is profoundly personal and universal. It often boils down to a quest for truth and freedom. Making the invisible visible: The primary mission is to translate what others feel in a confused way. It is to give form, color, or texture to an emotion, a rebellion, or a beauty that the world ignores. Disturbing and questioning: The artist has a duty not to be complacent. Their mission is to challenge the status quo, to propose alternatives, and to prevent conformity from taking hold. Leaving a trace: This is a mission of transmission. The artwork outlives its creator and bears witness to an era for future generations.