Production Berlin teamed up with The Gaabs to redesign the corporate magazine for Holt Renfrew, the luxury Canadian department store. The challenge was to fuse contemporary elements and flourishes into the design, while staying true to the heritage and feel of the luxury retailer.
The Gaabs worked with a typeface that paid homage to the brand's original lettering, introduced new colorways and arrangements to implement a bespoke editorial look. The Gaabs gave the corporate magazine a unique and independent feel, designed to appeal not only to the the current customers and household brands, but also to a new, younger, inquisitive audience.
In combining the elegant and classic from which Holt Renfrew made their name, with contemporary graphic design, The Gaabs realigned Holt Renfrew, modernising the Canadian department store into an innovative retailer within the evolving luxury goods market.