Guillaume Brière

Birks Pétale Collection

Birks Pétale Collection (Maison Birks) — Jewellery still life creative and art direction

 

1879 Maison Birks Magazine—
Birks Pétale Collection

Birks Group
Agency: Bookmark Content

For the launch of the Birks Pétale Collection, I created a luxe topiary maze where jewelry lovers could discover the new collection for themselves. This concept was also the cover for 1879 Maison Birks magazine’s Spring 2018 issue.

 
 Birks Pétale Collection - Creative Direction and Art Direction by Guillaume Briere (Montreal and Toronto) - Jewellry still life photography - Maze Concept
 Birks Pétale Collection - Creative Direction and Art Direction by Guillaume Briere (Montreal and Toronto) - Jewellry still life photography - Maze Concept
 Birks Pétale Collection - Creative Direction and Art Direction by Guillaume Briere (Montreal and Toronto) - Jewellry still life photography - Maze Concept
 Birks Pétale Collection - Creative Direction and Art Direction by Guillaume Briere (Montreal and Toronto) - Jewellry still life photography - Maze Concept
 Birks Pétale Collection - Creative Direction and Art Direction by Guillaume Briere (Montreal and Toronto) - Jewellry still life photography - Maze Concept
 
 

THE GREAT ESCAPE
These days, creating a surreal universe around a collection is a must for brands. From the Chanel Supermarket to Hermès’ Laundromat, a highly visual narrative creates a story that will cut through the noise and start a conversion with the audience.

 
 
 
GuillaumeBriere_CreativeDirector_Birks_Petale_05.jpg
 
 
 

BUILDING A DREAM
I have always been fascinated with classic English hedge mazes, and dreamed of creating my own miniature model for a project one day. Then, while I was watching The Shining, it clicked: this would be the perfect concept for the launch of the Birks Pétale Collection. 

 
 
 
 The miniature hedge maze of the Overlook Hotel in  The Shining  (1980)

The miniature hedge maze of the Overlook Hotel in The Shining (1980)

 
 
 

COUP DE THÉÂTRE
I wanted to feature a big reveal in the middle spread of the story—not only to avoid repetition through the series but also to make a strong statement. I looked at the brand’s logo and realized the letters were simple enough to double as maze walls. It takes a second to read, but once you see it, it’s like you’ve discovered the enigma.

 

 
 
 
 Birks Pétale Collection - Creative Direction and Art Direction by Guillaume Briere (Montreal and Toronto) - Jewellry still life photography - Maze Concept
 
 
 Birks Pétale Collection - Creative Direction and Art Direction by Guillaume Briere (Montreal and Toronto) - Jewellry still life photography - Maze Concept
 
 

NO PLACE FOR RANDOMNESS
The Birks Pétale Collection was also the cover subject of the Spring Issue, so I sketched a composition that would present the jewelry in its best light and the maze at its most graphic angle.

 
 
 
GuillaumeBriere_CreativeDirector_Birks_Petale_09.jpg
 
 
 
 Birks Pétale Collection - Creative Direction and Art Direction by Guillaume Briere (Montreal and Toronto) - Jewellry still life photography - Maze Concept
 

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Contributors: André Doyon, Hélène Béliveau, Michael Tong, Rodeo Production