123 Portland
The Idea
We identified an opportunity to elevate 123 Portland beyond its original mid-market positioning. By embracing its boutique scale and creating a more refined vision of urban living, we positioned the development as a private retreat from King West’s high-energy nightlife.
Where the Audience is Headed
A
Successful urbanites want a place to retreat from the action.
King West attracts a crowd looking for high-end entertainment, from Torontonians and suburbanites to visitors from beyond the city. For successful, urban-minded individuals, the neighbourhood offers plenty of places to play. What was missing was a place to unwind, entertain and escape the bright lights.
Where the Brand is Headed
B
From a mid-market offering to a new benchmark for boutique luxury.
Initially positioned closer to the neighbourhood’s existing competitive set, 123 Portland had the potential to occupy a more distinctive place in the market. Working with Minto Communities and the design team, we developed an elevated positioning that redefined the project’s value and created a more exclusive offering.
Where Culture is Headed
C
Luxury living is finding its value in privacy and contrast.
In a neighbourhood known for its energy and nightlife, a quieter residential experience offered a compelling point of difference. Rather than compete directly with the surrounding activity, 123 Portland could offer residents a more intimate, considered place to come home to.
THE Destination
D
A boutique development that set a new standard for the neighbourhood.
1.
Sold out in just three months.
2.
Established a new pricing benchmark for the King West neighbourhood.
3.
Named the city’s most awarded project of the year, earning honours from OHBA, CHBA, BILD and NAHB.
