Designing the unexpected

Designing the unexpected

The growing demand for urban living has led to a surge in developments in Toronto’s real estate market. Designed to support the discerning taste levels and valued experiences of young, urban professionals, a well-travelled, sophisticated audience who values meaning and authenticity and who seek quality over mere consumption, this new high-rise residential project is tailored to speak the language of global relevance.

Project: Minto Westside

Interior Designer: Diego Burdi, ARIDO; Jeremy Mendonca, ARIDO

Design Firm: Burdifilek

Photographer: Ben Rahn, A-Frame

MintoWestsideentrance
Photo credit: Ben Rahn, A-Frame

Highlighting the developer’s focus on amenities and the seamless integration of lifestyle and architecture, the interconnectivity and thoughtful programming of the project’s design elevates the Westside lifestyle and sales centre experience. As a retrofit of an existing luxury car dealership, the new space presented various site challenges such as multiple level changes and fishbowl windows around the building’s perimeter. The design firm embraced these constraints in their design, for a unique sales centre experience.

MintoWestside
Photo credit: Ben Rahn, A-Frame

The reception emulates a favourite hotel check-in experience, paying homage to the well-travelled experiences of the targeted young, professional audience. A 10-foot long reception desk and key marketing messages articulated in a sculptural text installation greet every guest. To embrace the site’s level changes, registration occurs at grade while the rest of the sales centre is elevated with a few steps – accessible only after registration – to establish the entire lifestyle experience.

MintoWestsideroom
Photo credit: Ben Rahn, A-Frame

The warm, approachable atmosphere is designed to entice every visitor who enters and its comfort encourages interaction with the space. A curated selection of classic pieces mixed with modern art and accessories express an elevated design sensibility of a cultured style.

MintoWestside3
Photo credit: Ben Rahn, A-Frame

Because the sales centre is located at a busy traffic intersection, the fishbowl windows were reduced to strategically reveal the vignettes as an active billboard to passersby, while showcasing various aspects of the apartment and public spaces. Technical building information is placed at the end of the customer journey, providing information after the Westside lifestyle experience. The project was well-received, meeting pre-sales targets and progressing into construction on time.

MintoWestside
Photo credit: Ben Rahn, A-Frame

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