Pharrell Williams has been involved with some of the most iconic songs of the past 15 years, and he's now getting in on Toronto's juicy condo market. In early-November, the singer, songwriter, and producer announced he was part of a plan to bring a new condo development to the Yonge-Eglinton area. Now, "untitled," Pharrell's condo project, is more than just a really ambiguous name.
Pharrell's parters, Reserve Properties and Westdale Properties, dropped the details of untitled today, and the conceptual photos are quite stunning.
The massive development includes one tower featuring 751 condo suites, ranging from studios to three-bedrooms, as well as 32,000-square-feet of amenity space.
But it's not just condos. A second tower will have 200 affordable housing units, 165 mid-range units, and 49 units priced at market range. This second tower will also feature a public park.
untitled's condos are listed to start from the low $400,000s, but the media release didn't include potential prices for the rental units.
Pharrell first announced untitled through a message aired at Yonge-Dundas Square on November 5.
The intitial announcement, which didn't mention any affordable housing, received some negative response from some in the city, with even NDP leader Jagmeet Singh expressing his thoughts.
Hey @Pharrell, any affordable housing planned in this? Asking for working class people who can't afford rent in 91… https://t.co/cHI5TcKpAJ— Jagmeet Singh (@Jagmeet Singh) 1573006070
[rebelmouse-image 25960100 photo_credit="Norm Li | Westdale Properties / Reserve Properties " expand=1 original_size="800x458"]
[rebelmouse-image 25960101 photo_credit="Norm Li | Westdale Properties / Reserve Properties " expand=1 original_size="800x457"]
Pharrell told The Canadian Press that he was unsure how involved he would be with untitled at first. Though he was encouraged by the design team to make it into a spot he'd see himself living.
The musician, who's worked with almost everybody in the music industry from Britney Spears to Justin Timberlake, said he was drawn to Toronto for its "beautiful people," and he wanted to make sure it would be an option for many, not just a few.
According to the media release, Westdale and Reserve, along with architects from IBI Group and design firm U31, created the project design based on Pharrell's 2014 song "Gust of Wind." If you are confused, bear with us.
The designers state by using "parametric design," the development will present a "visual abstraction of music" by following the wave pattern of the song. How many Toronto condo buildings have their designs based on a piece of music?
According to lead architect Mansoor Kazerouni, the design team worked with Pharrell to find the right song in his catalogue to base untitled on.
“Once we had the song, there was a lot of testing and iterating to find the right notes that would produce the most fluidity. What’s cool is as you go around the building, no two faces are the same. They all represent different moments from "Gust of Wind," Kazerouni said in the media release.
[rebelmouse-image 25960102 photo_credit="Norm Li | Westdale Properties / Reserve Properties " expand=1 original_size="800x1125"]
Planned amenities include a co-working garden lounge, screening room, active fitness centre, children's club, rec room, social lounge, and private dining with a sake tasting area.
Pharrell isn't the first celebrity to enter into the Toronto condo game, as German fashion designer Karl Largerfeld and award-winning actor Robert DeNiro are tied to other projects in the 6ix. It's refreshing to see untitled is including options other than just luxury condos.
Lisa Pires, media relations lead for untitled told Narcity that sales on condos will begin in the first half of 2020, and no construction start date has been determined.