stories

New corporate identity and two store openings signed Sid Lee Architecture 

Maison Birks, the leading Canadian jeweler founded in Montreal in 1879, unveiled its new corporate identity with the launch of a new advertising campaign developed by Sid Lee. The new branding and advertising offensive express the refreshing and modern experience offered by the jeweler while remaining faithful to the brand's legacy. Several visual branding elements will be implemented as part of the offensive, one of which is a new and modified logo conceived by Sid Lee.

The launch coincides with the opening of Maison Birks’ two first mono-brand stores, located in the Mapleview shopping centre in Burlington, Ontario and in the Square of Quartier DIX30 in Brossard, just outside Montreal, Quebec. Conceived by Sid Lee Architecture, the new stores propose a refreshing environment that allows clients to discover Birks’ jewelry creations in a modern and inspiring decor. The integration of branding and architecture is not new to Sid Lee, who sees many advantages in this multidisciplinary approach: “We had the chance to revisit an iconic brand in synergy with its ultimate application: the store. This allowed us to imagine an original presence for the brand, completely integrated in its physical environment”, said Hélène Godin, Executive Creative Vice President at Sid Lee.