Q U E B E C C I T Y • M O N T R E A L • T O R O N T O • W I N N I P E G

Winnipeg’s Multimedia Risk:Protecting the Film Biz

FALL 2007

2 STEPPINGAHEADColborne Street’sSix Steps a TorontoLunch Favourite

4ADzif re-thinks homedecor on Montreal’sRue Atlantic

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PLUS:• Quebec City’s Québec

Scope magazine• Totum Tips: Preventing

Running Injuries • Winnipeg’s Viewpoints

Research Collects Opinions• Toronto’s The Hive Develops

Brand Experiences

6Shiny High-Tech a Staple ofToronto’s St. Lawrence Area

ST. LAWRENCE MARKET, TORONTO / - Colborne Street is perhaps not as well known as Front or Wellington,but its selection of restaurants and pubs are certainly gainingfavour with the local population.

And restaurateur Pat Quinn seems to have taken a shine to theplace, opening Six Steps at 53 Colborne Street with co-ownerGeorge Koutroubis. This is Quinn’s third such establishment onthe same block of this tiny, Old Toronto street.

Family businessNot by any means new to the restaurant industry, or theneighbourhood, Quinn and his family also own PJ O’Brien’s, a pub he opened seven years ago on the same street with hisbrother and father, as well as the Pat Quinn Lounge, whichopened a year ago.

The family also owns the Irish Embassy on Yonge Street and Shopsy’s on Front. But Colborne Street offered a historicalquaintness that made Quinn want to expand his hospitalityofferings there.

Word of mouth“It’s a place that relies more on word of mouth than walk-bytraffic,” he says of the location, but its proximity to the officepopulation on Front Street and The King Edward Hotel havemade it a busy lunch spot for those in the know.

The straightforward modern Italian menu features a halfdozen thin crust pizzas, a few pasta dishes and entres such as8oz steak with Yukon Gold fires, and Ontario rack of lambwith rosemary and pomegranate-scented jus.

“People want simplicity, so the menu reflects that,” saysQuinn. Of course, part of the reason for the simple menu, he explains, is the open kitchen. Clean and well kept, the activity behind the counter hums along as part of the background, and gives the space the sense of activity withoutbeing a distraction.

Communal and casualBut things were certainly active last spring when Quinn tookthe place over from its former occupants who ran an olderstyle restaurant. Effectively, the space was in need of some serious updating.

Now, the light-filled 115-seat restaurant is essentially divided into two areas, one a casual dining room with a darkgranite bar, a lunch counter in front of the open kitchen and a handful of communal tables, and the other a more private dining room with booths and intimate tables.Downstairs you’ll find a function room that is scheduled to feature Motown and Blues acts on Fridays and Saturdaynights later in the year.

sixstepsrestaurant.com

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Split Personality: The 115-seat bistro has one space that’s acasual dining room with a lunch counter and communal tables,and another filled with booths and intimate tables.

Step in the Right DirectionColborne Bistro Six Steps offers great business lunch appeal with stylish décor and a succinct menu

3 • FALL 2007

TORONTO

U.S. retailer Design Within Reachexpects to open its first Canadianstore at 439 King Street Westbefore the end of the year.

DESIGNER’S REACHU.S. Retailer DWR Opens its First Canadian ‘Studio’ on King West Central

KING STREET WEST, TORONTO / - As King West Central continues to develop into a design destination for shoppers, the character of its buildings and its population hasn’t escaped the notice of U.S. retailer Design Within Reach,which expects to open its first Canadian store at439 King Street West before the end of the year.

“We usually go into design neighbourhoods that are unique and have a bit of history to them, so that the location can itself provide interesting design elements to the space,” says Sara Hildebrandt, Design Within Reach’s seniormanager of real estate and construction.

66 stores across the U.S.Some of the company’s 66 stores across the U.S.can be found in outdoor lifestyle centres, but thefirm prefers to look for heritage buildings that can add character to each studio showroom.

Best known for its wide selection of designer furniture, Design Within Reach, or DWR as it is known, has partnerships with Herman Miller,Cassina, Fritz Hansen and Knoll to bring the legendary work of designers like Charles and RayEames, Arne Jacobsen, Eero Saarinen and LeCorbusier to the general public.

Started in 1998, the company was founded on the simple premise that the best designed goodsshould be readily available to the public. As forwhat they stock, DWR is known primarily as asource of well-designed furniture.

More resource centre than showroom“When the business started, we only had a catalogand a web site. A year-and-a-half later, we openedour first studio in San Francisco,” says Hildebrandt.The stores are referred to as studios because DWRintends for its spaces to be resource centres hosting events and seminars spreading the designdoctrine, as well as being showrooms.

Its product offerings promise to be quite exten-sive and while furniture is definitely the mainstay,DWR’s interests lie with anything that has beenthoughtfully conceived.

In addition to its offering icons of modern design,DWR has been involved with projects rangingfrom designing the interior of an Airstream trailer,to BBQs to pillows and other accessories.

dwr.com

DES IDÉES QUI COLLENTADzif : des décorations adhésives tendance pour égayer vos murs

RUE ATLANTIC, MONTRÉAL / - C’est en juin 2006, alors que Maryline Lambelin voyageait en France, qu’elle eutl’idée qui lui permit de lancer son affaire : de grands adhésifsmuraux que l’on applique sur un pan de mur pour donner unaccent design à son intérieur. Bien que fort prisée en Europe,cette idée n’avait pas été très développée au Canada.

« Au départ, on avait simplement pensé être distributeur au Canada », déclare Maryline Lambelin, qui a fondé, avec son associé Pierre Paré, ADzif, firme montréalaise et premier fabricant et distributeur au Canada à proposer au grand public une si vaste collection d’autocollants muraux de grand format.

Une équipe du tonnerre« On savait fabriquer le produit et on voulait sortir du côté purement lié au service pour se lancer dans la fabrication d’un type de produit »,explique Maryline Lambelin enajoutant qu’elle et Pierre Paré sonttous deux issus du monde de l’im-pression numérique grand format.

Le succès de l’entreprise tient enpartie à la richesse artistique de sacollection, un atout qu’elle doit àune quinzaine de designers, notam-ment Anne Cahens et son style d’illustration organique, Jean Daniel,qui a créé la ligne Baroque, LucieGauthier à l’origine de Voyage, Ségo,connue pour sa ligne d’illustrationspour enfants « Ludo » et Péru,artiste graffiteur.

Un produit unique en son genrePeu après s’être installée rue Atlantic en mars dernier, l’équipea vu les commandes se multiplier et de grands détaillantscomme Rona et Réno Dépôt ont passé des commandesastronomiques pour pouvoir distribuer ses produits dans toutle pays. L’affaire a pris tant d’ampleur si rapidement qu’on a dû ouvrir un lieu d’expédition séparé, situé à proximité, au 6300, avenue du Parc.

« Ce sont des produits différents, novateurs, mais qui peuvent être provisoires », affirme Maryline Lambelin pourexpliquer le succès de ses autocollants. « Quand on les retire,ils ne laissent aucune trace. »

Un peu de piquant, fort intéressantChaque décoration autocollante mesure près d’un mètre carré et est vendue avec une pellicule que l’on applique sur un mur vierge. On retire ensuite la pellicule et l’autocollantadhère au mur. Vendus entre 28 $ et 48 $, ces appliqués sont une manière économique d’ajouter un peu de piquant à son intérieur.

La gamme plus restreinte et plus économique d’ADzif,mur*mur, sera distribuée d’ici Noël par Rona et Réno Dépôt.ADzif, la gamme créée par les artistes, est disponible à travers21 points de vente au Canada et quatre aux États-Unis quiproposent diverses sortes de motifs muraux : des points, desformes graphiques baroques, des photos de fleurs grand format, des personnages de bandes dessinées pour enfants et même des textes en caractères géants.

adzif.ca

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RUE ATLANTIC, MONTREAL / - In June of 2006, MarylineLambelin was traveling in France when she came across an idea that would put her into business: a large adhesive walldecal that consumers can tack onto their bare walls to give the space a designer feel. While it continues to be popular inEurope, the idea had not seen much play in Canada, until now.

“Originally, we thought we would just be distributors inCanada,” says Lambelin, who along with partner Pierre Paréfounded Montreal-based ADzif, the first firm in Canada to manufacture and distribute such a wide selection of large format adhesive wall decals on this scale.

Large format print veterans“We knew how to make the product, and we wanted to get out of the service-based end of the print business and into manufacturing one type of product,” explains Lambelin,adding that both she and Paré came from the large format printing industry.

Part of the strength comes from the solid artistic stable,which has now grown to 15 contributors and includes graphicdesigner Anne Cahens, who lends the collection a very organicillustration style; Jean Daniel who produces a series calledBarok; Lucie Gauthier who developed Voyage; as well as Sego, known for her Ludo series of kids’ illustrations; and Peru, a graffiti artist.

A growing concernShortly after moving into their space at Rue Atlantic last March,orders began pouring in and large retailers like Rona and RenoDepot have asked for massive quantities to distribute acrossCanada. Things have grown so quickly that the team needed toopen a separate shipping office at nearby 6300 Avenue du Parc.

“It’s different and innovative, and it’s not permanent,”says Lambelin, explaining the decals’ popularity. “So when you take it off, you don’t have to redo your walls.”

Spicing up home décorEach decal is close to a meter square and comes with a backingsheet that users place on a blank wall. Then they peel off thebacking sheet to leave the decal on the wall. At $28 to $48, it’sjust about the most economic way to spice up your décor.

mur*mur is the firm’s smaller, value-conscious brand that will be found in Rona and Réno Dépôt stores by Christmas. ADzif,the designer series, is available through a network of 21 retailersin Canada and four in the U.S. These designer offerings featuresuch things as macro images of flowers, spots or baroquegraphic elements, cartoon characters for kids and even largescale texts.

adzif.ca

5 • AUTOMNE 2007

STICKY BUSINESSADzif’s wall decals tack on to a new North American interior design trend

Each decal is close to a meter square and comes with a backingsheet that users place on a blank wall. Then they peel off thebacking sheet to leave the decal on the wall.

Chaque décoration autocollante mesure près d’un mètre carré etest vendue avec une pellicule que l’on applique sur un mur vierge.On retire ensuite la pellicule et l’autocollant adhère au mur.

L’imprimante grand format et la découpeuse de vinyle en operation.ADzif’s large format printer and vinyl cutter at work.

COMMUNITY CHRONICLE • 6

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NTO Simplicity in Steel

High-Tech’s eye for clean lines in kitchen accessories has kept this St. Lawrence Market store in style for 28 years

ST. LAWRENCE MARKET, TORONTO / - There’s a lack of colour in Chris Valentine’s world. But that’s not a problem, in fact, it’sby design.

“Colours come and go in the marketplace so quickly, we have always just tried to maintain complementary product thatis clear, black, or white,” he says.

Long known as a retailer of Euro-styled kitchen and bathaccessories, his store, High-Tech, is 3,300 square feet of shinychrome, stainless steel, black leather, and clear acrylic andglass. Named for the industrial design movement of the 1960sthat ushered a sensibility for commercial grade chrome andsteel into the residential realm, High-Tech has been at its currentlocation near the St. Lawrence market for some 28 years,and continues to be the ‘go-to’ spot for Euro-inspired kitchenaccoutrements, restaurant shelving (they were the first inToronto to carry the original chrome wire Metro shelving) andmodern stools.

Kitchen and beyondWith over 3,000 kitchen items, everything from espresso makers to egg timers filling its wire shelves, culinary acces-sories are clearly High-Tech’s strong suit. But since taking overthe business in 1996, Valentine, who worked for the originalowners for four years before buying it, continued to expandofferings to include bath, shelving, and furniture items.

In the two years following his taking over the business,Valentine doubled sales, and by the fourth year, sales hadquadrupled. And his marketplace has expanded considerablysince High-Tech launched its shop-online web site, with a lot of orders coming in from Vancouver, Calgary and Montreal.

Well-known in interior design and architecture circles as a place to find functional, durable shelving, High-Tech also conducts custom shelving installations for offices, and offers in-home consults for organizing residential closets.

Furniture on demandWhen it comes to furniture, its collection of tables, chairs,stools, accessories and accent pieces offer smart, sophisticatedchoices. And given that there’s 600 square feet of storage in the basement, High-Tech maintains a decent stock of popularitems.

While it has tried to avoid trends and adhere to a strict doctrine of selling items with clean lines and metal surfaces,High-Tech’s business has definitely benefited from the popularityof stainless steel appliances.

“Everybody wants a kitchen with stainless steel appliances,and that’s where we come in, to accessorize,” says Valentine.But to get the right match on appliances, consumers are lookingfor furniture finished in brushed steel, which comes at a cost.Part of it is material costs and also that it is harder to work with,but until the manufacturing processes are honed, Valentine says,if you want a stainless steel stool, for example, in a brushed finish, expect to pay at least three to four times the price of thechrome finish.

“But we’ll be seeing a lot more of that in the next couple ofyears at reasonable price points,” he says.

hightechonline.ca

ST. LAWRENCE MARKET, TORONTO / -Le monde de Chris Valentine manque decouleur. Mais ça ne lui pose pas de problème,c’est un choix.

« En matière de couleurs, les modes changentconstamment. Nous avons donc toujours essayé de proposer des produits noirs, blancs ou transparents », explique-t-il.

Les 3 300 pi2 de High-Tech, connu depuislongtemps pour ses accessoires de cuisine et de salle de bain de style européen, sont en effetune véritable étendue d’acier inoxydable, decuir noir, de plexiglas, de verre et de chromelumineux.

Style européenBaptisé d’après le mouvement de design industriel des années 60 à l’origine de l’appari-tion du chrome et de l’acier dans nos foyers,High-Tech est installé près du St. LawrenceMarket depuis 28 ans et continue à attirer lesparticuliers en quête d’accessoires de cuisine, de rayonnages (il fut le premier magasin àToronto à proposer les étagères en chromeMetro) et de tabourets de style européen.

Avec une gamme de plus de 3 000 articlesallant de la machine à expresso au sablier, lesaccessoires de cuisine sont de toute évidence le point fort du magasin.

Du sablier au mobilierDepuis qu’il a repris l’affaire en 1996, ChrisValentine, qui avait auparavant travaillé pour lespremiers propriétaires pendant quatre années,n’a cessé d’élargir sa sélection qui comprendégalement des articles de salle de bain, de rayonnage et de mobilier.

Tout va très bien chez High-Tech. ChrisValentine a vu son chiffre d’affaires doubler les deux premières années, puisquadrupler en quatre ans. En outre, sa positionsur le marché s’est considérablement étenduegrâce au site de magasinage en ligne qu’il a lancé et qui attire de nombreux clientsnotamment, de Vancouver, de Calgary et deMontréal.

Noir, blanc et inoxDepuis 28 ans, High-Tech misesur la sobriété pour durer

7 • FALL 2007

With over 3,000 kitchen items,everything from espresso makersto egg timers filling its wireshelves, culinary accessories areclearly High-Tech’s strong suit, butthe retailer continues to expandofferings into bath, shelving, andfurniture items.

Avec une gamme de plus de 3 000articles variés, les accessoires decuisine sont nombreux, mais lasélection comprend également desarticles de salle de bain, derayonnage et de mobilier.

SAVEUR LOCALEQuébec Scope, un mensuel pratique et pertinent sur la vie du Grand Québec

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ST-ROCH, QUÉBEC / - L’effet de la centralisation desmédias se ressent surtout dans les petites villes du Canada. Les journaux et magazines nationaux ont tendance à s’intéresser principalement à ce qui se passe dans les grandesvilles et même les publications locales, qui appartiennent souvent à des grands groupes, perdent, à l’occasion, leursaveur locale.

Mais quand on est à Québec et qu’on cherche à savoir ce qui s’y passe, où manger, où magasiner et où danser, c’est dans Québec Scope qu’on le trouve.

Plus qu’un guide des événements et des loisirs de la ville, ce mensuel est devenu la référence incontournable des épicuriens comme des habitués de boîtes de nuit.

Un peu de tout un peu partoutD’un format pratique, ce magazine d’une centaine de pagesrenferme tout ce qu’il faut savoir sur les restaurants, les sortieset les magasins à Québec tout en restant très complet quant à l’actualité musicale, théâtrale et sportive. Mais plus que soncôté exhaustif, c’est surtout son omniprésence qui surprend.

Quelque 50 000 exemplaires sont imprimés chaque mois puis proposés dans les 2 000 points de distributionparmi lesquels des restaurants et des théâtres, mais aussi des magasins de vêtements et des supermarchés.

Québec Scope est publié depuis plusieurs années maintenant et l’éditeur attribue son succès à son contenuvraiment local. En effet, des articles comme Shopping Saint-Joseph et Dis-moi ce que porte ton serveur, je te dirai où tu es lui procurent un réel accent local.

Reflet communautaireEn outre, les lecteurs peuvent littéralement se reconnaître dans les pages de Québec Scope, car ses photographes parcourent la ville de long en large en quête de clichésreprésentant le tissu culturel local.

Des meilleurs sushis au plus talentueux des accordéonistesou aux danseuses des plus prestigieuses boîtes de nuit, Québec Scope n’omet rien de ce qui fait bouger la ville. Il estvraiment une précieuse source d’information autant pour lapopulation locale que pour les touristes.

NEIGHBOURHOOD PRESSST. ROCH, QUEBEC CITY / - If you’re in Quebec City and youwant to know what’s going on, where to eat, what to see, where to shop and where to dance, most people just reach for Québec Scope.

More than a handy guide to what’s going on in the city,Québec Scope magazine has become a monthly handbook as much for the epicurean as for the club-goer.

Averaging 100 pages, the handy eight-by-six booklet runsfeatures on shopping, dining and entertainment while keeping a thorough account of the music, theatre and sport schedules.But more remarkable than its thoroughness is its ubiquity.Some 50,000 copies are printed every month and devotees can find it distributed at any one of 2,000 locations, fromrestaurants and theatres to clothing stores and supermarkets.

9 • FALL 2007

BRAND NAMEFrom dreaming up giant footballs crashing through walls to designing modular sofas,Cocoon Branding is making a name for itself in design and marketing.

EXCHANGE DISTRICT, WINNIPEG / - Last fall,Winnipeg was besieged by giant footballs appearing to crashthrough walls, windows and vehicles. While ostensibly to connect Scotiabank more directly with its sponsorship of theGrey Cup, it was an award-winning example of a buzz cam-paign, and just one example of Cocoon Branding’s handiwork.

Buzz marketing has been around for several years now, but the Scotiabank campaign is an example of the next level of buzz, where a national firm’s brand benefits from the commercial karma of associating itself with a distinctlyCanadian experience.

Engaging audiencesAnd what’s more, the displayengaged pedestrians by becoming a near active presence in the core.Giant uprights were planted on the Scotiabank building at Portageand Main, the atrium of whichwas decaled with a crowd scene to give the downtown corner the lookof a stadium. The team also usedbillboards on St. James Street to

display club standings by flying high the flags of the winningteams, while the teams knocked out of the playoffs luffed athalf-mast.

It’s an innovative form of advertising, but don’t confuseCocoon with a traditional agency. While print, logos, webdesign and other ad staples are part of their service offering,Cocoon focuses on branding.

Branding is holistic“A brand agency looks holistically across all creative disciplines and forms of brandexpression, whereas a traditional ad agency isjust specific to advertising,” explains KyleRomaniuk, the firm’s creative director andfounding principal.

To Cocoon’s team of 12, branding can meananything from creating a logo to creating aproduct, and so far Cocoon’s products are garnering considerable attention.

Design distinctionThe assistive lighting device for wheelchairsthey designed was short-listed for the presti-gious 2007 iF Design Awards (known as the product design industry’s version of the

Oscars), and it won a Design Distinction Award in the AnnualDesign Review featured in ID Magazine, ranking among heavy hitters like Nike, BMW and Apple.

And the enviro-friendly modular sofa Cocoon created to showcase their design talents at the InternationalContemporary Furniture Fair in New York City last May –called Oi – was selected as one of only ten finalists to be shown at the Prototype exhibit at the Interior Design Show in Toronto. (More information on Oi can be found atwww.ilikeoi.com.)

Working with startups as well as with established companiesthat need to invigorate their brands, Cocoon’s approach promotes relevant creativity by focusing on the needs of the target audience, the client’s business objectives, and considering the core essence of the brand, says Romaniuk.

cocoonbranding.com

WINNIPEG

Beyond ad campaigns, Cocoonalso designs product, includingOi, a modular sofa.

EXCHANGE DISTRICT, WINNIPEG / - Ginny Devine ispaid to have an informed opinion. She’s not a media punditbut may well be part of the equation as her firm ViewpointsResearch, at 115 Bannatyne Ave., has been helping clientsthroughout North America use opinion research to theiradvantage since 1986.

“We explore why people make decisions,” says Devine, whoruns the operation with business partner Leslie Turnbull.“Whether it’s a decision to buy a particular product, to attendan event, to act on an opinion, to use a service, or donate tocharity.”

Organizational researchAs market researchers, the eight-person firm provides business,non-profit and government clients with insight into how products, services, events and policies are viewed. But the bulkof the company’s business is organizational research.

“I think more people are looking at research on employeesatisfaction because hanging on to employees is more of anissue now than it was 10 years ago. So companies are interestedin learning what will keep employees satisfied,” she says.

Clients like the Hong Kong Bank of Canada and BlueCross benefit from qualitative research done usually throughfocus group work with executives and line employees, andthen subsequent quantitative research (i.e., surveys) to ranktheir employees’ wants and needs.

Identifying member needsService organizations like the Ontario Public ServiceEmployees’ Union, ACTRA, and the Credit Unions of North America, concerned with properly identifying memberneeds, will also work with Viewpoints to determine whatmembers are looking for, perhaps prior to a negotiation or a policy change.

Surveying attendees at theWinnipeg Folk Festival wasone of Viewpoints’ very firstjobs and from there the firmgained a reputation as anevent researcher, doing subse-quent work for Folkloramaand the Festival du Voyageur.

Over the years, the firmevolved into organizationalresearch and has developedsomething of an expertise onthe matter.

Experience and implementationIts 30-phone, on-site call centre accesses a pool of some 100 occasional operators to conduct quantitative research and its two in-house analysts access data after every shift toprovide up-to-date information for ongoing studies. But that’s just the mechanics of research, the Viewpoints team alsobrings its experience to bear on the actual implementation.

“One of the important things about employee research ismaking sure you share the results with employees,” saysDevine, adding that respondents should be confident thatthey will not be identified by their survey results.

Paper improves response ratesThe industry has certainly moved towards online surveying,says Devine but in some instances her firm finds old fashionpaper surveys tend to yield better response rates.

Viewpoints uses primarily telephone interviewing as a keytool, and relies on its ability to yield high response rates andnear immediate data, given the use of Computer AssistedTelephone Interviewing software.

One thing her company needn’t study is the demand forresearch. As companies increase in size, scope and reach, thereappears to be an ongoing national need for information onwhat employees are thinking.

viewpoints.ca

OFFERING INSIGHTViewpoints Research puts 20 years of experience into piecing together opinions for its clients

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Ginny Devine runs Viewpoints withbusiness partner Leslie Turnbull.

11 • AUTOMNE 2007

HEALTH / SANTÉT O T U M T I P S

1. Lying on your side,toes pointed front. Liftleg 12 times.

2. From leg up position, bring kneedown in front of chest12 times.

3. From in front ofchest position, rotatethe knee up towardsthe ceiling as far aspossible without moving in the lowerback (keep the kneebent at the sameangle throughout themovement) 12 times.

4. From top of hipposition, extend kneeto leg up position.Keep the knee straightand rotate through the hip so that yourleg and toes rotatetowards the ceiling 12 times.

Fight Runner’s Knee and Back Pain with HipExercises

Si vous avez mal au genou, essayez de renforcer les muscles de la coiffe des rotateurs de la hanche. C’est le conseil du Dr Craig Davis,chiropraticien chez Totum Life Science à Toronto.

Ces muscles, qui stabilisent et protègent les hanches, sont souvent négligés par les coureurs qui font des exercices de musculation. Or si cesmuscles ne sont pas suffisamment développés, ils ne peuvent soutenir les hanches pendant la course. L’effort se répercute alors sur les autrestissus et provoque des blessures.

Voici quatre exercices faciles qui doivent être effectués de manière continue d’un côté (sans repos si possible) avant de travailler l’autre côté.Quand vous commencez, veillez à faire ces exercices très lentement.

If your knee hurts, try strengthening your hip’s rotator cuff muscles, says Dr. Craig Davies, a chiropractor with Totum Life Science in Toronto.

These muscles, which give your hip stability and protection,are often neglected when runners do any strength training. Ifthese muscles are weak, they can’t provide the support your hip needs during running, so the stress is absorbed by other tissues, which results in injuries.

These four simple exercises should be completed continuouslyon one side (without rest if possible) before turning over andworking the other side. But make sure to do these very slowlywhen you start.

1. Allongé sur le côté, lespointes de pied tenduesvers l’avant, levez lajambe. 12 répétitions.

2. Avec la jambe levée,ramenez le genou devantla poitrine. 12 répétitions.

3. Dans la position avecle genou sur la poitrine,tournez le genou vers leplafond aussi loin quepossible sans bouger lebas du dos (gardez legenou plié dans la mêmeposition). 12 répétitions.

4. Avec le genou pliédans l’alignement de lahanche, tendez la jambeen l’air. La jambe tenduedans l’alignement de lahanche, faites des cer-cles avec toute la jambeen veillant à ce qu’ellereste tournée vers le pla-fond ainsi que les orteils.12 répétitions.

Des exercices pour les hanches qui vous éviterontdouleurs aux genoux et au dos

1

2

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totum.ca

CULTURE ET CRÉATIVITÉSID LEE, agence montréalaise de publicité, cultive la culture à l’intérieureet à l’extérieur de l’entrepriseCITÉ MULTIMÉDIA, MONTRÉAL / - Avec ses salles de conception originales destinées aux séances de remue-méninges et ses expositions d’oeuvres d’art qui meublent les couloirs, le quartier général de SID LEE à la CitéMultimédia, au 75, rue Queen, ne laisse aucun doute : il s’agit, dans ce cas, de plus qu’une agence de pub.

SID LEE est en effet une agence de Créativitécommerciale™ qui propose à ses clients une approche qui lui est propre en leur fournissant des services de marketing dans plusieurs domaines : branding, design d’espaces, publicité, marketing interactif et expérientiel (l’année dernière, elle a remodelé un des magasins de laSociété des alcools du Québec et elle a lancé un concept commercial interactif pour adidas).

Avec une équipe de 15 associés qui dirigent 150 profes-sionnels spécialistes de diverses disciplines ainsi que desclients prestigieux à Toronto, Montréal, Las Vegas, New

York, Boston, San Francisco, Londres, Herzogenaurach(Allemagne), Paris et Bordeaux, SID LEE est de toute évidence un poids lourd dans le secteur du marketing.

Parmi ses clients elle compte notamment adidas, l’AMT,Aéroplan, Belair Direct, Birks, Bose, le Cirque du Soleil, Four Seasons, Gaz Métro, Loto-Québec, MGM Mirage,Miller, le Musée des beaux arts, Red Bull, la SAQ, la BanqueScotia, Réno-Dépôt, Tourisme Montréal et Vins de France.

Mais SID LEE, c’est aussi le collectif SID LEE, un incubateur de créativité qui met au point, produit, finance etfait la promotion de divers projets qui poussent la notion deCréativité commerciale™ au-delà de ses limites pour aider les clients à atteindre leurs objectifs d’affaires par le biais de la créativité sous toutes ses formes commerciales. SID LEEoffre également des bourses à ses artisans afin de les aider àmettre en oeuvre leurs idées.

sidlee.com

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NEIGHBOURHOODWATCH

KING STREET WEST, TORONTO / - The Indigo Love of Reading Foundation, which has donated over $4.5 million to 30 Canadian schools since it was established in 2004,recently launched a short documentary film on the Canadianliteracy crisis. The film, Writing on the Wall, is designed to inspire individuals and governments to take action byensuring schools are equipped with the resources they need to improve literacy.

In the 1970s, Canadian schools budgeted to buy threebooks per child per year. Now, budgets only accommodate a third of a book per child. In short, kids need new books. The deteriorated state of many libraries, the film demon-strates, is turning kids off reading. What’s more, only 13 percent of Canadian schools even have full-time librarians.

Writing on the Wall explores the literacy crisis unfolding in Canada’s classrooms. Complete with shocking statistics ofchildren’s literacy skills and the impact on their future, andCanada’s, the film follows two high-needs elementaryschools as they prepare their submission for an Indigo Loveof Reading Foundation grant to rebuild their dying libraries.

To see the documentary and learn more about what youcan do to help, visit: www.loveofreading.org

New Indigo Doc Puts Focuson School Library Funding

CITE MULTIMEDIA, MONTREAL / - With high concept rooms forbrainstorming sessions and rotating visual art exhibits in its hallways, SID LEE’s Cité Multimedia headquarters at 75 QueenStreet shows it to be more than an ad agency.

Rather, SID LEE is a Commercial Creativity™ agency thatoffers a non-traditional approach for its clients by providing marketing services in the fields of branding, architectural design,advertising, and interactive and experiential marketing (last yearit redesigned one of the Société des alcools du Québec stores,and it has launched an interactive retail concept for adidas). With 15 partners and 150 professionals covering a range of disciplines, and marquee clients in Toronto, Montreal, Las Vegas,New York, Boston, San Francisco, London, Herzogenaurach(Germany), Paris and Bordeaux, SID LEE is proving to be a driving force in marketing.

Its main clients include, adidas, AMT, Aeroplan, Belair Direct,Birks, Bose, Cirque du Soleil, Four Seasons, Gaz Métro, Loto-Québec, MGM Mirage, Miller, Musée des beaux arts, Red Bull,SAQ, Scotia Bank, Réno-Dépôt, Tourisme Montréal, Wines fromFrance.

SID LEE also has a brainchild: SID LEE collective, a creative incubator that develops, catalyses, promotes and finances various projects that push the notion of Commercial Creativity™

to its limits or beyond, helping clients obtain their businessobjectives by leveraging creativity in all its commercial forms.SID LEE also offers bursaries to its artisans so that they canmake their ideas happen.

Text and photos Submitted by SID LEE

13 • AUTOMNE 2007

ARTS AND CRAFTMontreal ad firm SID LEE cultivates culture – both internally and externally

Brand New ExperiencesToronto’s Hive Uses Private Concerts and Traveling Exhibits for Consumers to Experience a Brand

KING WEST CENTRAL, TORONTO / - For the curious,there’s a bus touring the U.S. that will show you all the stages that go into distilling Jack Daniels. How the watercomes from limestone caves in Lynchburg, Tennessee, andhow the sour mash seeps through ten feet of maple sugar charcoal. It’s a lot of detail, to be sure, but those who boardthe promotional bus will garner a sense of the brand, its history and the craft that goes into making each bottle.

“People are looking for more than a big print ad to con-vince them that a certain brand is for them,” says Rick Shaver,a principal at The Hive Strategic Marketing, which, beyond its stable of ad agency service offerings also develops experien-tial marketing strategies and organizes elaborate special eventsand entertainment.

Known for careful strategic planning and encompassing ideas,the 14-year-old agency plays to its strengths, and where it flexesits muscle most is in activating brand strategies with music.

Private big name concerts For the last eight years, the Hive has been producing theMiller Music Tour, where, this year, some 200 winners weretreated to a weeklong series of private concerts. For JackDaniels, the team recently completed a Backstage Tennessee event where winners attended a private Kaiser Chiefs concert.

And in Vancouver, they organized a privateshow at GM Place with Jay Leno and The Barenaked Ladies for 4,500 of YellowPages’ best customers.

“There are so many ways to blow moneyon music if you don’t know your wayaround the business,” says Shaver, whoseteam brings a wealth of experience to the use of music in marketing. Some of the founding partners brought record label experience to the firm when it wasoriginally formed, under the name EncoreStrategic Marketing, and one of its first big successes was the Molson CanadianRocks concert tour, featuring the ‘BlindDate’ series, a fully integrated promotion.

Offices around the globeBeing named the global music agency forBrown Foreman, distiller of Jack Danielsand other premium liquor brands, is one of the many international forays that haveprompted The Hive to expand its globalfootprint.

There is a Hive office in London,England, to handle the Brown-Foreman

and Miller work there, and another in Beverly Hills,California, to liaise more closely with Live Nation, one of the world’s largest concert promoters.

Included as part of the 130 Hive employees is a network of 74 directors and field marketing managers that spans the globeas companies begin to look beyond traditional advertising venues to connect with their audiences.

Traditional agency work part of the mixBut that’s not to say The Hive doesn’t do commercials. In fact,just recently, the firm shot a television spot for Reebok’s RBKHockey with Sidney Crosby.

“There’s still a role for television spots in the marketing mix, but gone are the days where those 30 seconds covered 60 percent of males 19 to 24,” says Shaver.

For true brand experiences, a lot of companies are getting back to more experiential event marketing, where an advertisercan really generate good feelings about a brand, he explains.

The critically important strategic part, however, is bringing the right experience to the right brand, and for a firm to dothat properly, there’s no substitute for… experience.

thehiveinc.com

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The Hive partners (l-r) Rick Shaver, VP client services; Ted Rakoczy, VP business affairs;Christopher Grimston, VP creative services; Jennifer Luka, VP events; Andy Krupski,president & CEO. Robert Peters, VP Hive Entertainment is absent.

WHAT’S ON… TORONTO DOWNTOWN

15 • FALL 2007

TORONTO

Calphalon Challenges Toronto Chefs to Rise to the Occasion Monday, November 19th 6-9pm

The Calphalon Culinary Center’s Rising Chef Challenge presents anevening of exquisite cuisine by three of Toronto’s rising kitchen stars. Local chefs compete to please your palates and wow your senses. You will be both diner and judge at this unique event, as the team of chefs will help you navigate through a three-course meal with three wines paired byVincor International. Cost is $135 per person and it all takes place at theCalphalon Culinary Center at 425 King St. West (at Spadina Ave.) For more information, go to www.CalphalonCulinaryCenter.com, and to register call (416) 847-2212.

Totum Run Club Gets a Free RideTuesdays and Thursdays at 5:30pm

Running clubs have made quick work of wearing away the loneliness of the long-distance runner, but now UrbanExpeditions, which designed and manages Totum Life Science’sRunning Club, has made things even more interesting for KingWest pavement pounders by partnering with Toyota on Front.

Using Totum’s King Street West studio as a base of operationshas the advantage of providing lockers, showers and trainers, butif you always start at the same spot, you can only run so manyroutes. “That’s why we’re working with Toyota on Front. Theyprovide the run club with a pick up and drop off service thatallows us to access parts of the city we wouldn’t otherwise be ableto get to in the hour we have to run,” says Peter Odle of UrbanExpeditions.

Routes include the Don Valley, the Beltline, Casa Loma,Toronto Island, the Brickworks and U of T. Cost is $150 for a 12-week session, but if you show up part way through the schedule, sessions can be pro-rated. For more information or to register, call Totum Life Science (416) 979-2449, or UrbanExpeditions (416) 606-7227.

Nicholas Hoare Books Presents Dinner with Jan WongTuesday, November 27th 6-9pmAs part of its Food for Thought series, Nicholas Hoare Books presentsGlobe and Mail reporter and columnist Jan Wong at Yorkville’s Pangaeareading from her latest memoir, Beijing Confidential. Diners will enjoythree spectacular courses by Chef Martin Kouprie while Ms. Wong readsfrom her latest memoir, which describes her return to Beijing on a questto find someone she encountered briefly in 1973, and whose life she wascertain she had ruined forever. Cost is $75 and tickets can be booked bycalling Nicholas Hoare Books at 45 Front Street East, (416) 777-2665.

COMMUNITY CHRONICLE • FALL 2007 • 16

EXCHANGE DISTRICT, WINNIPEG / - Somewhere in theinhospitable jungles of Thailand, members of a film crew moptheir sweaty brows as they wrap up shooting on Rambo IV. InWinnipeg, on the second floor of 70 Arthur Street, anothercrew breathes a sigh of relief with the knowledge that this sameproject has come to a close without major incident. They aren’tthe film’s investors. Rather, they’re the insurance brokers.

“Anywhere in the world where our clients shoot, we willinsure the project” says Claude Forest, senior broker and president of Multimedia Risk Inc., a firm that specializes in entertainment insurance. “We have over 50 films in production at any time,” he adds.

Managing riskAlways in the intermediary position, either coaching the clienton the management of risk or convincing the insurer aboutthe size of risk a client represents, Forest draws on his 15 yearsas a CBC cameraman and documentary producer and 17 yearsin the insurance business to make things happen.

“If it doesn’t look ideal, we have to figure out what it wouldtake because we want to bring best value to our client and fitwithin the budgetary constraints of the production,” he explains.

“Protecting a productionin development is certainlyone component,” says BrianEtkin, a risk manager withthe firm. “But we also coverall of the cast and crew,equipment, vehicles, props,sets and wardrobe. Think ofall the insurances a small citywould require.”

Documentary backgroundBeyond feature films, Multimedia Risk works to insure television productions, post production facilities, theatre, even sporting events and yoga studios. But film and televisionis clearly the company’s priority, as it encompasses much of Forest’s early career.

A CBC cameraman for several years before turning to documentary filmmaking, Forest decided, in 1990, to returnto work a day a week at his father’s insurance brokerage, which specialized in home and auto, to remain involved in the family business when some of his siblings moved on to opportunities in Vancouver.

Shortly after he started, his father died of an aneurysm and heinherited the business he’d seen grow from a desk in the familyliving room in 1954 to a thriving 5,500-client service enterprise.

Entertaining opportunityIn 1998, Forest felt there was greater opportunity in specializinghis business as banks were entering the home insurance market.He sold Forest Insurance and started Multimedia Risk insurancefrom the top floor of his Victorian home in Winnipeg.

By 2000, he had moved the operation to 500 square feet at 70 Arthur Street. Today, occupying 2,700 square feet,Multimedia Risk Inc. has 13 staffers and operates in an industry that, in Canada, grossed $5 billion last year.

Overseas productions and Hollywood work continue to be part of the firm's main business and things are growingsteadily. In fact, Forest expects to hire more staff to maintainthe high service levels for which his firm is known.

multimediarisk.com

www.alliedpropertiesreit.comSend your company info, events and story ideas to news@alliedpropertiesreit.com

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Headed by a former documentary maker, Multimedia Risk in Winnipeg insures film, TV productions, videos, theatre, even sporting events and yoga studios.

Film RiskWinnipeg insurance broker Multimedia Risk Inc. specializes in protecting worldwide film and television productions

Multimedia Risk’s offices at70 Arthur Street