The megaproducer and entrepreneur collaborated with two Toronto-based developers on a residential project set to open in 2020.
Pharrell Williams is a multihyphenate who knows no bounds. Over the past year, the Grammy Award winner worked with Reserve Properties and Westdale Properties, two top developers in Toronto, to dream up untitled, a residential property that is set to launch in early 2020. The project will take the form of two residential towers with a joint podium, boasting 750 housing units and 30,000 square feet of amenity space.
The concept? Creating a new style of residential living that pays particular attention to what makes a space universal. “The thinking and philosophy that ended up governing the whole process was less about adding items and instead focusing on reducing and stripping away to get us to the essential core elements of the design,” Shane Fenton, chief operating officer of Reserve Properties, said in a press release. “Instead of dictating a lifestyle onto our purchasers and residents, we aimed to create harmonious spaces that could serve as the backdrop to their lives. That lens was applied throughout the entire building until we ended up with something that felt both timeless and singular.”
See Williams’s Instagram video about the project here.
Williams’s involvement in the project included offering input on the overall vision, the materials used for the buildings, the interior layout, and even the furnishing choices. The “Happy” singer commended the team he worked with for its “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.”
On Tuesday, Williams announced the project by sharing a video on his Instagram account (above) that was simultaneously broadcast on big screens at Toronto’s Yonge-Dundas Square. The clip shows him standing before an all-white backdrop, pontificating about the freedom that comes from living without the restrictions of a name.
“To live your life untitled means not having to live up to something or perform beyond a standard,” Williams said in a release. “For the standard to literally just be this beautiful matrix that allows people to create their own world. 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?”
Article from Architecture Digest by Joyce Chen, November 7, 2019.