Your Team


Jonathan Primeau

CellArt’s founder and president, Jonathan Primeau, has a great passion for wine, design and art that are greatly contagious. His leadership is fueled by a deep belief which is infused in every project by creating uniqueness and exceptional value for each CellArt’s client, one project at a time. Trained at the prestigious THNK School of Creative Leadership in Amsterdam, Jonathan has mobilized and brought together the best talent. As CellArt’s mission head, with his attentive presence full of human warmth combined with his love for wine, allows him to connect to the client’s reality and dream.

Benjamin Teper

Benjamin Teper has an international background and diverse global network that are complemented by his extensive experience in Hospitality, Real Estate, Business Development, Branding/ Marketing and Entrepreneurship. Originally from Paris, France, he attended the Lycée Français de New York, École Hôtelière De Lausanne in Switzerland, and Boston University School of Management. Benjamin is a Global Luxury Real Estate Advisor with Sothebys International Realty in NYC. He has always has a strong passion for art, design, craftsmanship and wine and has joined CellArt to develop the US market.

Peter Smiechowski

Joining CellArt to develop the Canadian market and as strategic account manager, Peter Smiechowski brings over 20 years of capital markets and entrepreneurial experience. He started trading options for a large Canadian bank-owned dealer and became the head trader of a multi-strategy hedge fund with a global focus. He went on to head the institutional sales effort for Europe and Australia with a focus on selling Canadian equities. Most recently, Mr. Smiechowski ran a merchant bank alongside technology innovators and thought leaders. Mr. Smiechowski earned his BComm from the University of Toronto, is a CFA charter holder and licensed with the Financial Services Commision for Insurance. Finally, Mr. Smiechowski had the pleasure of representing Canada in 3 World Championships in the sport of water polo.


Jessica Sims

As CellArt’s Sales and marketing enabler, Jessica dedicates her full attention to increasing CellArt’s international market reach by managing and perfecting its diverse social media platforms as well as building sustainable relationships with the highly influential personalities in the luxurious world of wine. Jessica also focuses her energy on creating long lasting relationships with the highly influential personalities in the luxurious world of wine. Jessica also focuses her energy on creating long lasting relationships with all of CellArt’s clients, even once their dream wine cellar is brought to life.


Thierry Forbois

CellArt’s creative authority, Thierry establishes the conceptual and stylistic direction of each cellar project, driven by one idea: creating meaning through emotional resonance. Creator, inventor and multidisciplinary artist, self-schooled lover of art, science, words, ideas, classical music, starry dawns, and wine, Thierry never outgrew the innocent rapture of childhood, the joy of imprinting the world with his creations. His crowning achievement is the living art of the Way of wine and its ritual, which he also created, along with the vacsellum, vessel of service of the Wine Ceremony.


Dominique Légaré

As CellArt’s lead designer, Dominique manages the development of each design, from concept to completion, creating all the layouts as well as the final art project. By implementing the general design concept, he ensures the perfect integration of all technical and functional aspects. Inspired by contemporary architecture, highly skilled and talented, Dominique brings out his rationality to the original concept, adding his rebel touch to each project, all while refining the art style.


Michael Bilodeau Balatti

Keen artistic eye for composition, lighting, conceptual representation, story telling and image styling, Michael works meticulously over the smallest details and nuances to create highly stylized images that showcase our clients’ dream cellar… Michael produces authentic, layered and highly-detailed renderings that invite customers to get close and personal with their future wine space.

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