Artifacts
When Allied conceded to subleasing four levels of the de Gaspé building at a reduced rent to Pied Carré, their PR team Whitman Emorson executed a rapid rebranding of Allied’s image, heralded by the launch of Allied’s “Make Room for the Arts Program”. The PR firm, who branded Allied The Creative Landlord, boasts on their website: “In 2011, following research and interviews, Whitman Emorson presented a strategy for Allied, rooted in the company’s commitment to building vibrant neighbourhoods and nurturing creative excellence among tenants ... WE also launched Make Room for the Arts … and the award-winning print magazine, Block.”
Block magazine, tagline, “creativity has its place,” celebrates the creative work of Allied’s tenants, using optimistic, upbeat language and inspirational photographs set in Allied-owned spaces. Featuring high-quality production value, written by qualified art critics and profiling established cultural professionals, Block magazine camouflages its commercial status, instrumentalizing the idealism that artists represent to position Allied as a benevolent supporter of the arts in the process.