Montreal based agency, Sid Lee, last week opened its new Amsterdam office in the creative neighborhood ‘de Pijp’. You could call it a hotshop, but the Canadian agency of the year prefers to call it a ‘gallery-boutique-atelier’. No wonder; besides selling advertising that goes beyond the 30 second spot, the Amsterdam office is also home to a gallery, a café and a shop selling designer products from different parts of Canada. Harm Sas (ex Usual Suspects) is creative director and Niels van de Walle (previously working as digital director at Nike) managing partner. Sid Lee – in Canada known for its fully integrated work – this summer won the global Adidas Originals account. Its first campaign for Originals (‘83 original ways to successfully waste your time’) specifically promoted the clothing line designed together with Diesel.