I took in the media preview last night for Freed Developments' new project, Fashion House. Paying homage to the neighbourhood, Peter Freed's group created a concept not seen before in North America. 11 of Canada's top fashion designers have been enlisted to each conceptualize a floor within the residence.
Located on King Street west at Brant, the development will be erected in Toronto's Fashion district. This collaboration with fashion designers restores some of the area's original industry as well as pushing the city's residential real estate market beyond the traditional.
“I felt that we should celebrate Canadian design, the significance of Fashion District and create a one of a kind building to express this celebration of life, fashion and art” states Peter Freed, founder and CEO of Freed Developments.
A 12th, communal space is being held open to a public design competition, the winner of which will be given the same budget and opportunity to implement his or her design. Both a panel of fashion and architectural experts as well as the online public will judge submissions.
The conceptual design boards were on display last night, giving the flavour for each intended design, but leaving the actualization open. Each designer pulls from their personal design styles and mediums translating those into installations which will become the inspiration for the common area designs.
I was particularly taken with Andy Thê-Anh red dress and Jenny Bird's nest-like applications. They allowed a glimpse at the sculptural style in store for her space.
Freed Developments has built a reputation as a cutting edge, design based Development Company. As the real estate market, in particular condo and urban development markets shift and morphe to deal with the times, it will be innovative thinking like this that separates Freed from the pack.
Participating designers include
Smythe, Jeremy Laing, Beckerman, Jay Godfrey, Greta Constantine, Joeffer Caoc, Mikhael Kale, Shawn Hewson, of Bustle, Andy Thê-Anh, as well as accessory designers Dean Davidson and Jenny Bird.