In 2022, Morguard chose SGM to review the communication and strengthen the notoriety of five of their urban shopping centers across Canada.

The positioning strategy developed beforehand makes it possible to achieve a unifying campaign. The visual and editorial concept revolves around the interdependency between the centers’ offerings and the emotions experienced. By placing people at the heart of the new creative platform, we recall the essential role that centers play in the lives of their clients, as well as the personal and emotional connections they create.

From purely commercial destinations, these centers are becoming places of memorable human experiences.