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.
In each issue’s centrefold a different visual artist is commissioned to incorporate a cube representing the Allied brand within their work. One of the artists who was commissioned to create this centrefold was Celia Perrin Sidarous, a Montreal artist who rented studio space at de Gaspé until the purchase by Allied, and who currently rents a studio at Chabanel.
* There has not been much substance to the Make Room for the Arts
Program beyond this 2011 press release, wherein Allied spins the presence
of artists’ studios and artist run centres in the de Gaspé building to
appear like an active decision by the company.
** also following the barrage of negative press stemming from the pending
eviction of over 200 artists from the de Gaspé buildings
*** https://www.whitmanemorson.com/work/allied-properties-reit/