Untitled: Pharrell Williams collaborates on two tower development

Katie Henry
22 Nov 2019

Reserve Properties and Westdale Properties have announced an unprecedented collaboration with singer Pharrell Williams on a new two-tower, residential development at Yonge and Eglinton, the epicentre of Toronto

Williams collaborated with an extended project team including architects IBI Group and Interior Designers U31, delivering a new vision for residential living through the multi-faceted design process, Untitled. The project’s marketing was first launched at a press conference in Yonge-Dundas Square in Toronto, with sales expected to begin in early 2020.

The Grammy Award-winning artist, producer, songwriter, philanthropist, fashion designer and entrepreneur has also worked with Oppenheim Architecture + Design on the upcoming Youth Centre in Virginia Beach, and worked with Zaha Hadid Architects to create Something in the Water Festival. 

It’s a tremendous honour to announce our collaboration with Pharrell Williams. The partnership was born out of a desire to do something really unique for Toronto and architecture as a whole. We believe by bringing in a cultural icon with vision and ideation from outside the realm of real estate it will allow us to break the mold in terms of what has traditionally been done. The experience has been off the charts and beyond our expectations.

Sheldon Fenton, President and Chief Executive Officer of Reserve Properties

The project was created over a series of design meetings held in New York, Los Angeles and London over the past year, discussing the themes of essentialism, connections to the elements of the universality of space to create the overall direction of Untitled. Working with Reserve Properties, Westdale Properties, IBI Group and U31, Pharrell responded to everything from the vision and materiality of the facade, to the interior programming and the furnishing choices of individual spaces.

The opportunity to apply my ideas and viewpoint to the new medium of physical structures has been amazing. Everyone at the table had a 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. The result is untitled and I’m very grateful and appreciative to have been a part of the process.

Pharrell Williams

The team landed on the brand Untitled with the ethos of universality, encapsulating the notion that physical space is only a backdrop.

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