TORONTO — “Turn Life On.”
Like some name to motion after COVID-19’s wallop to the world, with these three phrases Lanterra Developments, which has been revitalizing Toronto’s skyline with downtown condos since 1999, on Wednesday will unveil a joy-filled marketing campaign for its newest enterprise, The Natasha Residences, in addition to the wavy-haired, stiletto-heeled muse behind its avant-garde tackle trendy city dwelling.
“We build a lot of condos and we try to clothe them in a holistic sense of style. But they’re all different. So the challenge here was to best create a theme to brand this new building in Toronto’s Cultural District that would appeal to sophisticated urbanites looking for an integrated space in which they could work, live and play,” mentioned Lanterra chairman and cofounder Mark Mandelbaum, whose firm’s portfolio contains such extremely praised tasks as Maple Leaf Square, The Britt Residences and 50 Scollard.
Mandelbaum discovered what he wanted in NKPR founder and president Natasha Koifman, the general public relations government whose singular private model — together with her love of sporting black, her entrepreneurial spirit and work-life stability ethos permeate this 47-story high-rise that soars atop Toronto’s historic Purman constructing at 263 Adelaide Street West, simply steps away from the place Koifman opened her first NKPR workplace 20 years in the past.
Koifman’s confidence, too, was additionally vastly interesting. Since she launched NKPR in 2002, the p.r. firm now operates throughout North America, representing a variety of purchasers from the worlds of style, life-style, magnificence, enterprise, tech, actual property and hospitality.
“We wanted a confident urban feel for this project. We found that and more in Natasha in terms of addressing the kind of sophisticated amenities and contemporary suites we needed to elevate one’s social experiences while complementing the idea of work-life integration,” Mandelbaum mentioned.
Still, Koifman met the concept with shocked silence when Mandelbaum, an NKPR consumer, first talked about it in January 2020. After sharing particulars about this property situated in her neighborhood, Mandelbaum requested: “What do you think about doing The Natasha Residences?”
“It was a dream come true,” Koifman informed WWD.
“I’ve lived in New York, so doing a space as your sanctuary was important because the moment you leave your suite the city takes over. That’s why The Natasha Residences is like a compass,” Koifman mentioned. “You are at the center of everything inside and outside of the building whether you’re going to work, the theater or grabbing a coffee. But from the ground up the focus is on work-life integration.”
Maintaining the unique construction inbuilt 1915 as the underside 5 flooring, The Natasha Residences’ exterior options north-side paneling reflective of males’s luxurious timepieces, whereas its south-side contrasts with gentle, female curves. That stability was created by Canadian structure, design and urbanism agency BDP Quadrangle.
The interiors and facilities designed by Studio Munge’s Alessandro Munge additionally take their cue from Koifman’s black-on-everything model. The residences are solely accessed by a sixth-floor sky foyer, which imparts “a dramatic sense of arrival,” Mandelbaum mentioned.
Gleaming with darkish herringbone hardwood flooring framed with marble borders, the sky foyer options a number of lounges and antechambers the place residents can host dinner events, in addition to an built-in pizza oven and u-shaped bar. Floor to ceiling home windows additionally open up, connecting the art-filled indoor and outside areas with a way of drama.
“The project genuinely looks, feels and behaves like Natasha’s private residence,” Munge informed WWD. “It is an exquisite project featuring lush gardens and beautiful transitional design details reminiscent of luxurious homes in Paris, London and New York.”
Indeed, given Koifman’s love of black and white, “the jewelry for this project became the light fixtures, rugs, furniture, and so on and out of that emerged a beautiful harmony.”
Yet individuals are inspired to maneuver past their minimalist items, averaging in dimension from 400 to 800 sq. toes to 800- to 1,250-square-foot penthouses, to work, reside and play all through the complicated. That contains entry to a health middle with particular person exercise pods and digital instructors; a media content material studio outfitted for movie, photograph, audio and social media manufacturing; coworking areas catered for home-office residents; a luxurious pet spa, and a social lounge that doubles as a launderette.
And whereas Koifman’s monochromatic model permeates the constructing, house owners can select their very own palette to create their very own bespoke items, which embody sensible kitchens with flip-down tables/desks that may be pushed out of sight for extra room.
“Design is about bringing forth innovation and solutions to improve life quality. But it’s about the future,” Koifman mentioned.
“COVID-19 has taught many valuable lessons as to how functional urban design will need to evolve. It’s changed people’s perspective,” mentioned Mandelbaum, whose newest creation opens up for gross sales in September.