DESIGN BASED DEVELOPMENTS

“Design impacts your frame of mind,
your mood and your life” - Peter Freed

Central to our vision is that design isn’t just a pretty face. It’s the best tool we have for making our lives better. Which is why each Freed development is design-based: it starts with a thoughtful, considered design process that takes into account each and every aspect of the site to maximize its potential.

Existing structures of architectural merit are restored and given a new and dynamic attitude with complementary steel-and-glass additions. A contemporary building designed for environmental efficiency is wrapped in a living wall of green. Fashion designers are given free rein to create installations on each floor of a condominium being built in the city’s heritage garment district. Rooftops might feature an infinity pool surrounded by world-class city views, and lobbies might feature a private screening room, a happening sushi bar or an artful garden atrium. Our process involves a unique combination of both painstaking attention to detail and out-of-the-box thinking that explores each building’s ultimate possibilities from the end user’s perspective. In this way, thinking about design is thinking big and thinking small. And the best brand-name designers of lifestyle experiences in the world, from Studio Mariscal and Thompson Hotels to Philippe Starck are brought in as partners in the collaborative process. The key is that no two buildings are alike. They are as individual as the people who will choose to live in them.

Freed, who believes that, unlike many Toronto condo developers, he has a responsibility to remember that the exteriors of buildings function somewhat like the interior walls of the cityscape, says, “We are not in the cookie-cutter business.”