Artist, musician and fashion designer Pharrell Williams has joined forces with Reserve Properties and Westdale Properties to build a condo complex in midtown Toronto.
The residential development, labeled Untitled, features 750 units split between two towers and a joint-podium at Yonge and Eglinton.
Marketing for the project launched at a press conference in Yonge-Dundas Square with a pretaped announcement from Williams, who apologized for not being present but assured an attendance in the New Year.
The acclaimed producer/songwriter worked alongside IBI Group and interior designers U31, responding to everything from the vision and materiality of the architectural facade, to the overall interior programming, and furnishing choices for individual spaces.
The collaboration with Reserve and Westdale marks Williams’ first foray into multi-residential development.
“The opportunity to apply my ideas and viewpoint to the new medium of physical structures has been amazing,” says Williams. “Everyone at the table had a collective willingness to be open, to be pushed, to be prodded and poked, to get to that uncomfortable place of question mark, and to find out what was on the other side. The result is untitled and I’m very grateful and appreciative to have been a part of the process.”
According to the design team, the brand untitled encapsulates the notion that physical space is only a backdrop.
“To live your life untitled means not having to live up to something or perform beyond a standard. For the standard to literally just be this beautiful matrix that allows people to create their own world,” says Williams. “How could we as designers ensure the essentials were really thought out and expertly crafted, but delivered in a way that left everything else up to the imagination of the person occupying the space.”
Untitled is slated to launch in early 2020. For more information, visit untitledtoronto.com