by Steve Rockwell
The message in Christopher Rouleau’s “12 Brilliant Colors” exhibition is direct. If you don’t get the picture, he spells it out in two languages, each ‘brilliant color’ numbered from one to twelve. The charm of the artist’s work at the Red Head Gallery in Toronto is the absence of ambiguity. Rouleau’s ego never gets in the way of his painted intent. By not wearing his angry, tormented artist tuque, the “Selling of Canada” paintings strike us directly where we live – a “double-double” caffeine-induced sugar rush from a Tim Hortons cup of coffee.
To a Canadian, each meticulously-rendered image is a mental billboard along the highway of Canada’s history. As an immigrant kid on my first day at Golden Avenue Public School in South Porcupine, my own pack of “12 Brilliant Colors” landed on my desk on the first day of school. That’s how I remember it – cellophane-wrapped pencil crayons with a picture of a snow-covered log home below the word “Laurentian,” loosely-lettered in red.
The “Selling of Canada” has continued unabated since its confederation in 1867. In fact, even before there was a Canada there was Rupert’s Land. French fur traders Radison and Groseilliers learned that the best furs were found around the “frozen sea” of Hudson Bay. Since the French governor refused to back their plan to set up a trading post on the Bay, one thing led to another, until the fur trading duo got an audience with England’s Charles II through Prince Rupert, the king’s cousin. And the rest is history: the “Selling of Canada” began in earnest by the Hudson’s Bay Company with an act of government in 1689. “Made Beaver” became not just a brand but a commercial trading standard.
Rouleau’s “12 Brilliant Colors” are rooted in the beauty of the land itself, here specifically the Quebec Laurentians, a crayon for every month of the year. A century ago, the Group of Seven placed a national stamp over the color and texture over Canada’s landscape. Influenced importantly by Tom Thomson, the Group expanded northward through Algoma beyond Lake Superior to the Rockies and the Arctic. To the east Quebec’s Charlevoix and Laurentian regions supplied the drama of shoreline and mountain. Branded into the consciousness these images in oil served as advertisement readymades for Canadian National and Pacific railways to sell travel across “Scenic Canada.” If going by car, vacationers might as well ride on “Canadian Tires.”
While Rouleau’s “Selling Canada” works are admittedly nostalgic, tapping into decades of collective memory, their insinuation casts a deeper, more complex shadow. As hieroglyphs of national identity, by virtue of their visual familiarity, the viewer is rendered essentially defenceless to their impact. Much like the work of Jeff Koons, Rouleau’s paintings here are “critic-proof.” To whatever might be said about his show, an apt response by the artist might simply be, “I intended it.”
To some extent, Rouleau even seems not to be “wedded” to the paintings on display. “Selling Canada” may be read as a sample documentation of slices from our environment, mechanically reproduced. As the artist’s “Christopher” business card reads: “lettering, signs, graphic design,” implying that if the viewer were not impressed with the paintings display, he would be happy to provide ones more suitable to their taste.
Selling Canada: Guest Artist Christopher Rouleau, May 27 – June 20, 2026 at the Red Head Gallery, 401 Richmond Street West, Toronto, Ontario, Canada M5V 3A8