The Massey Tower, Toronto Condominium Sales Centre

The Massey Tower, Toronto Condominium Sales Centre is an innovative 432-square-meter sales gallery that masterfully harmonizes historical architecture with contemporary design elements, situated within a designated landmark building from 1905 in Downtown Toronto. This sophisticated exhibition space, recognized with a Silver A' Design Award in Interior Space and Exhibition Design, exemplifies a meticulous approach to heritage preservation while serving as a modern showcase for luxury residential development. The design seamlessly integrates original architectural elements with new installations, featuring custom-designed fixtures including a cold-rolled steel and antique-mirror reception desk, cocoon-like pendant lighting, and traditionally-inspired custom moldings that complement the preserved historical details. The expansive main gallery, accessed through elegant velvet swag drapes, employs a sophisticated open-plan layout where functional zones are delineated through architectural elements rather than conventional partitions. The space incorporates digitally-generated trompe-l'oeil custom wall panels, bespoke furnishings, and an elaborate restored mosaic discovered during construction. A highlight of the centre is its 60-square-meter model suite, which demonstrates a contemporary living environment thoughtfully fused with traditional motifs, featuring custom millwork with subtle ornamental details and modernized antique-inspired furniture. The design successfully overcomes the challenge of creating a new interior scheme without structurally altering the building's historic envelope, while establishing a meaningful dialogue between past and present through carefully selected materials, finishes, and design elements that will be repurposed in the final condominium development.

Author: Adam Dawson

Keywords: heritage architecture, luxury real estate showcase, contemporary interior design, architectural preservation, custom exhibition design, residential development presentation

SOURCES:
https://competition.adesignaward.com/28615

Help us improve the Design+Encyclopedia, contribute your alternative definition for The Massey Tower, Toronto Condominium Sales Centre today!

About the Design+Encyclopedia
The Design+Encyclopedia is a crowd-sourced reference of information on design. Unlike other crowd-sourced publications on design, the Design Encyclopedia is edited and actively monitored and publishing is only possible after review of submitted texts. Furthermore, editors of the Design Encyclopedia are mostly consisting of award winning designers who have proven their expertise in their design respective fields. Information posted at design encyclopedia is copyrighted, you are not granted a right to use the text for any commercial reasons, attribution is required. If you wish to contribute to the design encyclopedia, please first register or login to A' Design Award and then start a new design encyclopedia entry.