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Pharrell Williams helps Reserve Properties and Westdale Properties design untitled in Toronto

Pharrell Williams helps Reserve Properties and Westdale Properties design untitled in Toronto

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Pharrell Williams helps Reserve Properties and Westdale Properties design untitled in Toronto

Reserve Properties and Westdale Properties have unveiled complete design and development plans for untitled, a new collaborative project in midtown Toronto with recording artist Pharrell Williams.

The designs are the result of a multi-stage process that saw Reserve and Westdale working with Williams, alongside architects from IBI Group and designers from U31, to realize a collective vision for the project.

“The decision to work with Pharrell was born out of a desire to do something unique for our future residents, the city and architecture as a whole,” says Sheldon Fenton, chief executive officer, Reserve Properties. “We believed by bringing in a cultural icon with vision and ideation from outside the realm of real estate it would allow us to break the mold in terms of what has traditionally been done in multi-residential development in Toronto.”

Working with Williams, the team developed a set of overarching principles that became integral to the overall design process. These included creating spaces with a conscious understanding of how people will feel within them, focusing on design that is both aesthetically inspiring but also purposeful in its function, and incorporating a feeling of natural elements throughout the spaces.

The two-tower residential development will include 751 condominium suites, ranging from studios to three-bedrooms, as well as 32,000 sq. ft. of amenity space.

Gust of Wind

The seed for untitled’s architecture is rooted in lead architect Mansoor Kazerouni of IBI Group’s cultural background. Kazerouni introduced the concept of a jugalbandi, a performance in Indian classical music featuring an intricate duet between two solo musicians. The term translates to mean entwined twins and for Kazerouni, a jugalbandi informed how his work could entwine with sound waves from one of Pharrell’s songs. Using parametric design, the sculpted, fluid form of the balconies follows the wave pattern of Williams’ hit song Gust of Wind, articulating the building as a visual abstraction of music.

Interior spaces by Kelly Cray of U31 aim to articulate notions of universality throughout the common areas, amenities and suites. Rather than projecting a lifestyle onto the residents, the goal was for each individual space to serve as a backdrop to the user’s own experience. The result is an exploration of the interplay between nature, essentialism and Japanese inspired minimalism using a palette of plants, water, light and form.

In the lobby, a deep charcoal stone used on the floor wraps up along the walls creating a seamless experience. A cascading water feature adds movement to one’s journey, extending through the arrival hall to the concierge. The flow of water that welcomes residents is purposefully intended to evoke feelings of energy and movement when you first step into the building; an experience that is continued as a memory in surrounding spaces.

An extensive amenity program extends throughout the building’s ground floor and onto the upper levels, with a series of indoor and outdoor spaces that include a co-working garden lounge, screening room, active fitness centre, kids club, a rec room, social lounge and private dining with a sake tasting area, that flow out to the rooftop terraces.

Water and space

A wellness centre, featuring a spa and indoor-outdoor swimming pool round-out the offering with expansive floor to ceiling glass screens separating the two sides of the pool. Views through the screens frame a dramatic, 30-ft. water feature that flows into the far end of the pool.

“To me, the key elements were water and space,” says Williams. “With water moving in the building the way it does, there’s this continuous flow of motion that’s recharging to people. Certain places just hit us as humans, reminding us that we’re alive.”

As part of the block master-plan, the development team will also be building a separate 413-unit purpose-built rental building adjacent to untitled, along with a new public park. The rental building will contain 200 affordable housing units, 165 mid-range units and 49 market units, delivering a range of housing options.

untitled will feature suites ranging in type, from studios to three-bedrooms, with prices starting in the low $400,000’s.

Renderings: Norm Li
Press conference photos: Arthur Mola


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Midtown Toronto

Midtown Toronto – where exactly is that?

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Midtown Toronto – where exactly is that?

Mention the neighbourhood Midtown Toronto, and people generally react in one of two ways. “Where exactly is that?? – the inference being that in a growing city of this size, pinpointing where the centre is, well… difficult, to say the least.

And once realizing “Midtown” is roughly defined by Bloor Street to the south, Eglinton Avenue to the north, Bayview to the east and around Dufferin Street to the west, people often think “Old Toronto.”

And in the context of real estate, that means high-priced.

Increasingly accessible

Indeed, with neighbourhoods such as Rosedale, Forest Hill, Deer Park, Summerhill and Yonge & Eglinton, Midtown is generally affluent and exclusive. Signature detached homes in any of these areas can easily run into the multi-million-dollar range.

However, new developments coming on the scene, particularly some landmark highrise condominiums, are making the area increasingly accessible to a variety of residents.

Once commonly known as “Yonge & Eligible,” due to its popularity among young single professionals, Yonge and Eglinton is quickly becoming one of Toronto’s most desirable neighbourhoods, appealing to a variety of lifestyles.

Boasting five-star restaurants, boutiques, diverse retail services, schools and corporate head offices, residents have plenty of options for work and play right out their front door.

Crosstown traffic

If a great midtown location isn’t enough, proximity to transit is also a significant appeal of this area, being right on the Yonge Street subway line. And come 2021, moving about the city will get even easier, with the expected opening of the Eglinton Crosstown LRT.

Slightly off the beaten trail, wander over to nearby Davisville Village, Mount Pleasant Village and Forest Hill Village for a taste of what that Old Toronto was like, still with small, independent shops and nice little parkettes.

Select condo projects

The Eglinton by Menkes Developments

Y&S Condos by Tribute Communities

625 Yonge St. by Edenshaw Developments

e2 Condos by RioCan Living

2128 Yonge St. by Reserve Properties

1 Eglinton East by Davpart Inc.

Line 5 South by Reserve Properties

Location, location, location

Bloor Street to the south, Eglinton Avenue to the north, Bayview Avenue to the east and around Dufferin Street to the west

Key landmarks

  • Yonge Eglinton Centre
  • Casa Loma
  • Spadina Park
  • Forest Hill Village
  • Davisville Village
  • Mount Pleasant Village

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