At Monsieur Touton, our catalogs were updated monthly. With inventory constantly rotating in and out, we’d inevitably end up with awkward blank spaces at the end of a section. To fill those gaps without breaking the grid, we used “skyscrapers” ; tall, vertical ads dropped into the left or right margins right alongside the pricing rows.

These essentially acted as internal ad space for our portfolio. Whenever we brought a new wine brand on board, designing a skyscraper for it was step one. Having a bank of these ready to go meant I could easily drop them in during final typesetting, keeping the layouts balanced while giving our newest products some prime real estate.