In early 1972, after many months of planning, Stuart Ash relocated back to Ontario to establish G+A, Toronto. With the onset of this move, an opportunity arose to work with the St. Lawrence Centre, through its then marketing manger, Anthony Alexander. Working from Stuarts apartment, Tiit Telmet was appointed as the studio’s first employee and together they successfully designed the first set of iconic St Lawrence Centre posters for a series of performances, all following a common graphic illustrative direction. Off the back of this success, more work followed for the centre, as well as two new designers joining the design team, Malcolm Waddell and Frank Bzdurreck. This poster was the first in a new series of five performances taking place in late 1972 / early 1973, each set on a common black background with bold Univers titles in red and photographic imagery unique to each event / story.
‘Les Belles Soeurs’ is by French Canadian playwright Michel Tremblay, written 8 years before in 1965. This is the English language version (translated by John Van Burek and Bill Glassco) and was the first time it appeared on stage in this format. The story is a simple one. Germaine, a Montréal housewife, has won a million Gold Star stamps (stamps given out by stores with purchases, to collect and exchange for prizes / goods) has invited all the women she knows to come over and help her stick them into the booklets. As they stick, the women discuss the men in their lives, the church, and their small joys. Germaine doesn’t realize until the play’s conclusion that while the women are all talking, they are also robbing her of her Gold Star stamps.
This set of posters was featured in an extensive feature on G+A Montreal / Toronto in Communication Arts Magazine in the March/April Issue 1973 shortly after they were completed.
To see more the full series click here