Guillaume Brière
Montréal/Toronto-based Artist and Creative Director with a decade of experience in the luxury and lifestyle category
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Birks Fall 2018

 

Birks Fall 2018

 

Birks Group

 

From store animations to photography of new collections, I produced content to show the world that the Canadian luxury brand is moving into a new space.

 
 
 

ENTER THE BIRKS VORTEX
The freshly-renovated Maison Birks flagship in Downtown Montreal was the first location to install large screens to show video content to their shoppers. For these screens’ first piece, I commissioned a clear concept to Hong Kong-based digital artist Frank Nitty 3000: Regroup all of Birks’ collections into a psychedelic animation inspired by the game Bejewelled.

 
 
 
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It launched at the store’s grand opening and it gave the event a fresh vibe by creating a dynamic tension that contrasted with the store’s historic architecture.

 
 
Concept sketch of the activation for the Grand Opening of Maison Birks flagship store in Downtown Montreal.

Concept sketch of the activation for the Grand Opening of Maison Birks flagship store in Downtown Montreal.

 
 

THE BOLD AND THE THE BEAUTIFUL
With the goal of giving delicate pieces a powerful presence, I had the new Birks Iconic Collection photographed in bold compositions under sharp lighting. These became the hero visuals collection’s launch, both in print and online.

 
 
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MA VIE EN CINÉMASCOPE
I was mandated to ideate creative concepts for Birks’ sponsorship of TIFF 2018 that would be used in different executions like signage and activations. From a vintage “Birks-O-Maton” photo-booth to turning the iconic Birks ribbons into film strips, I played with cinema clichés to give them a branded twist.

 
 
 
Concept sketch of the Birks Diamond Tribute Award activation at TIFF 2018.

Concept sketch of the Birks Diamond Tribute Award activation at TIFF 2018.

 
 
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Contributors: Frank Nitty 3000, Impact Digital, Vadim Chiline,