Toronto’s West Queen West neighbourhood has long been dubbed the city’s best enclave for all things hip and trend-setting, and now the vibrant community has been chosen as the future home for Pemberton Group’s newest development Ten93 Queen West.
For the last few months the team here at Montana Steele has had the creative juices flowing overtime as we established the design concept and campaign vision for the Ten93 brand. “The Queen West scene is made up of such a diverse range of talented people and we wanted them to be the face of our campaign,” says Peter Marrello, Art Director at Montana Steele. “We wanted to highlight the uniqueness and diverse range of talent that makes up the Queen west community, and so we chose to use ‘local hero’s’ from neighboring amenities to be the faces of our campaign. These are real people, in a their everyday environment, living their everyday lives.”
Photographed by Toronto photographer Arthur Mola, the campaign features bartender Richie Smith from Dog & Bear Bar, Chef Alexandra Feswick at Samuel J Moore, creative consultant Alex Damelin of Love of Mine Boutique, musician Kobena Aquaa-Harrison at the Artscape Loft and Cathy Gordon a performance artist at Hub 14.
At the corner of Queen Street West and Dovercourt Road, Ten93 will rise 9 storeys as part of the fabric of a neighbourhood known for eclectic galleries and boutiques, and some of the hottest bars and restaurants in Toronto. Future residents will live amidst area favourites such as Trinity Bellwoods Park and The Drake and Gladstone Hotels in a community that’s referred to as the birthplace of cutting-edge culture.