It's almost like building a new church. A Mecca.
Jean-François Bouchard, president, Sid Lee
Sadly, we were unable to attend the opening yesterday of the Sid Lee atelier in Amsterdam. When last we spoke with Jean-François Bouchard he was in a state of high excitement over the agency's plans to launch a "creative emporium" featuring not only a full-service creative agency (clients include adidas and Cirque du Soleil) and a cool cafeteria, above, but designer products from Canadian artists. The Sid Lee Collective gallery store is now open, introducing to the world the very cool recycled tube lights from Castor, the very cool water filters from Aquaovo and the very cool fashions of Montreal designer Renata Morales. Getting into the spirit of the event, Ms. Morales has designed an exclusive "Morales Loves Sid Lee" collection for the gallery shop. If there is no such thing as brand Canada, Sid Lee is working awfully hard at creating one. That's cool.