West Block

Reinventing
an original.

In 1928 Loblaws Groceterias Warehouse was unveiled as a North American model of efficiency in Toronto, on Lake Shore Boulevard West. Today it has been reimagined as a gathering place. It will be a historic site converted into a flagship urban Loblaws Grocery Store combined with other major retail and multiple residential condo towers. We were tasked with naming & place branding that would impress all the stakeholders, including the Weston family, who has owned the property for generations.