Being the first is often an advantage in business. But sometimes it’s also a challenge. When Tridel awarded us their new project in The Annex – the first luxury condominium on Dupont near Spadina, we had the opportunity to create not only a fabulous condominium brand but also an exciting new neighbourhood brand.

The architecture for Tridel’s maiden project on The New Dupont is different and distinctive – not the usual tower fare that defines the downtown landscape.

The building features stepped back terraces and balconies, a clean white skin evoking a Mediterranean cliff and a much more intimate, neighbourly ambiance than the typical cold style of highrise.

Our first order of business was to brand the building – we loved the idea of giving it a feminine personality; something that would speak to the avant-garde architectural design; something that would stand out; something that would be iconic in stature and reflect the building’s position as the leader in this vanguard version of the neighbourhood. And so Bianca was born.