07.04.2017

We moved to Henri-Saint!

Alice & Smith, Bleublancrouge, L’Institut Idée and U92 relocates to Saint-Henri under one roof on 4th floor of 780 Brewster

Credits: Albert Zablit

After 20 years of being part of the furniture of downtown Montreal, Bleublancrouge and its sister agencies have moved out “West.” To celebrate pooling such a wealth of talent under one roof, the group invited clients, journalists and friends to celebrate the inauguration of its new workspace on Brewster Avenue in Saint-Henri. In keeping with tradition, the new ship was christened with champagne to ensure its good fortune and that of all those on board.

Credits: Albert Zablit

The new headquarters of these four agencies is right at the heart of a neighbourhood known as the cradle of Canadian industrialization. While it was hit hard by the crisis of the 1960s, the Saint-Henri area has now bounced back and is enjoying an economic revival. This is a place that
oozes authenticity and quality of life, where original mom-and-pop businesses rub shoulders with new bars and trendy eateries.

Credits: Albert Zablit

780 Brewster is a former biscuit factory dating back to the beginning of the twentieth century. This timber and brick heritage building was converted to office space in a spirit of sustainable development and architecturally remodelled to highlight traces of its past through the reuse of nearly 80% of the original materials and use of recycled or recyclable non-toxic materials. Certified LEED Silver, the building was designed to foster the health and wellbeing of its occupants and complies with the strictest air quality standards. Created by architectural firm Lemay, under the watchful eye of Marie-José Legault, 780 Brewster offers a welcoming and authentic creative environment that honours the industrial heritage of the building and its original architectural features.

Credits: Albert Zablit

During the inauguration, Bleublancrouge took the opportunity to unveil its new visual identity that taps into the currents of society and stems from cultural analytics and listening. “Our aim is to highlight the best our trade has to offer, and that’s influencing culture and society. To succeed in today’s market, brands have to flow with the currents that surround them, they have to take a stance, and they have to be relevant. We wanted this renewal of our identity to express our work philosophy,” explained Simon Cazelais, President of Bleublancrouge Montreal.

Credits: Albert Zablit

Now together under one roof, Alice & Smith, Bleublancrouge, L’Institut Idée and U92 can work in greater synergy to craft a new generation of solutions for innovating clients. It’s a matter of pride for Gestion Police to support the emergence of this new homegrown creative force that’s wide open to the world.