Long before hashtags and algorithms, SOUK’s story began in the streets of Montréal, when creativity moved hand to hand. Before the rise of digital communication, we designed and printed flyers — various sizes, from small invitations to large posters, tactile and tangible that announced each edition, capturing the essence of what was to come. Each flyer carried more than information—it carried the energy of a movement. Printed in small batches and distributed by flyer girls and boys across the city, these pieces of paper were our lifeline, the only way to reach and gather our growing creative community.
Over time, those flyers evolved into collectible artworks that people cherished. They were playful, daring, and visually distinct, capturing the mood of each era. Behind these designs stood a constellation of illustrators and graphic designers whose vision shaped SOUK’s unmistakable aesthetic. Their collective work helped carve and materialize the essence of SOUK’s originality, setting it apart visually and emotionally. These collaborations also forged a strong sense of belonging—one rooted in creativity, authenticity, and shared values.
Among the most iconic of these creations was the flyer for SOUK’s 5th edition in 2007, a collaboration between Jacinthe Pilote, a long‑time collaborator, and Alice Ricciardi — then a young 10‑year‑old creative discovering her artistic voice. Years later, Alice would return to the SOUK as an adult, joining the creative team on several projects. Her journey mirrors the spirit of SOUK itself: a space where creativity, curiosity, and sensitivity are nurtured from a young age, cultivating an enduring appreciation for local design.
As the digital era arrived, we stopped printing but never stopped creating. The SOUK’s singular visual language seamlessly transitioned into the online world—animated, evolving, yet always recognizable. Whether through bold graphics, subtle textures, or evocative imagery, the essence remains the same: a dialogue between art and message, between emotion and design. It’s a legacy built by many hands, still growing, still alive.
Contributors
Alice Ricciardi // Atelier Pastille Rose // Baillat // Cara Carmina // Caserne // Daniel Cambil // Doma // Emma Waltraud Howes // Francis Lévéillé // Guillaume Sasseville // Jacinthe Pilote // Louisa // Marie-France Falardeau // Nicolas Ménard // Paprika // Patrick Bernatchez // Stephane Poirier // Tamzyn Berman
