If you're going to have a sales centre in the gallery district, you may as well make it a gallery.
Adam Ochshorn, the man behind Curated Properties and developer of
Edition Richmond at 850 Richmond Street West, has lit on a pretty basic idea. If you have a typical condo sales centre, typical condo buyers will likely drop in. But if you make it a gallery, people who didn't know they were looking for a condo might get their appetites whetted.
"Along the Queen West and Ossington Avenue strip are a fair number of contemporary galleries," Ochshorn told the
Star this week. "So we thought, why not try to create our own gallery space and feature some artists' work?"
The sales centre cum gallery is in an old garage, with high ceilings. Ochshorn hired Ceconni Simone to whitewash the place, and tomorrow, March 8, it will host a one-night only performance piece called
Outside-In, directed by
Maggie Groat. The line between the art and sales is a thin one in this instance. Groat describes is as "intended to remind people of their everyday activities, the small moments that make up how we live," while the PR material calls is "a live-art performance and commentary about Toronto's condo craze."
Writer: Bert Archer
Source: Adam Ochshorn
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