Pelland and Leblanc, who have collaborated with Sid Lee on experiential projects in the past, come from Nomade Architecture, the Montreal architecture and design firm they cofounded with Michel Lauzon in 1999. Nomade's recent work includes the high-end Quebecois Spa Balnéa and the M9 mixed-use real estate project in Montreal (below).
The addition of an architecture practice is consistent with the agency's holistic ethos and history of design work for clients like Cirque du Soleil and Red Bull. In 2008, Sid Lee won the Adidas Originals business across platforms, from retail design and experiential marketing to advertising and interactive. Partners Jean-Francois Bouchard and Philippe Meunier founded the agency in 1993 under the tenets of design, experiential marketing and interactivity. The agency has had an ongoing alliance with architectural firm Aedifica. The agency says SLA "will focus on the conceptual and preliminary part of a project, thus, our relationship with (Aedifica) is not infringed and even more relevant." For more on Sid Lee, visit our profile of the agency from August.