Shopping Guides

Project Overview

Each seasonal Shopping Guide was conceived as a fashion and lifestyle publication, combining editorial storytelling with the commercial objectives of Carrefour du Nord.

Published three times a year in print and digital formats, each 32–48 page edition featured fashion editorials, product photography, and advertising created to showcase the shopping centre’s retailers and position Carrefour du Nord as a leading fashion destination in the Laurentians.

Creative Direction

The creative challenge was to develop a distinctive editorial experience while maintaining consistency with the visual identity established for the Westcliff Group’s seasonal campaigns.

The front and back covers were developed by Publicis, in collaboration with Westcliff’s marketing team. My role was to oversee the art direction and visual production of the interior pages, translating the established creative direction into a cohesive publication.

Each edition offered an opportunity to explore a different seasonal atmosphere through photography, set design, styling, and editorial composition.

An Integrated Creative Process

From fashion and product photography to advertising design, retouching, editorial layouts, and prepress, my involvement extended across the creative and technical production process.

Each guide combined approximately 10–16 pages of fashion trends with 20–30 pages of retail advertising, requiring a consistent visual approach across both editorial and commercial content.

Fashion shoots were produced in a studio set up at Carrefour du Nord for the spring and Christmas editions, while fall productions often took advantage of outdoor locations.

Collaboration & Production

Working closely with Carrefour du Nord’s marketing director, I contributed to the creative planning, visual concepts, set design, location selection, and overall direction of each edition.

The marketing director coordinated talent, styling, scheduling, and merchant approvals, while I was responsible for photography, graphic design, image retouching, editorial production, and prepress preparation.

Photo shoots typically involved teams of 8–12 creative professionals, including stylists, makeup artists, hairstylists, models, and assistants. I also collaborated with a writer and a French-language editor to ensure the quality of the publication’s editorial content.

With approximately six weeks allocated to each edition, careful coordination and production management were essential to meeting the fixed printing deadlines.

Project Scope & Results

Nearly thirty editions were produced between 2007 and 2016, each printed in more than 80,000 copies and distributed throughout the greater Saint-Jérôme region.

The collaboration extended over ten years, with every edition delivered on schedule.

The project reflects a long-standing creative partnership, bringing together editorial storytelling, commercial objectives, and the technical precision required for large-scale print production.

Credits & Collaborators