At Montana Steele we don’t like to do anything halfway; if it’s worth doing, it’s worth doing well and in a BIG way. That’s why when we were commissioned to do the marketing for Art Shoppe Lofts + Condos located on the site of one of the city’s most iconic home décor shops, we knew we had to make a big splash. In fact we moved oceans, partnering with Freed Developments, Capital Developments and the reigning king of haute couture, Karl Lagerfeld, and securing his very first visit to our home and native land.

The style icon (and creative director at both Chanel and Fendi, as well as his own eponymous fashion label) was commissioned to flex his artistic muscles for the first time in Canada and design “Lobbies by Karl Lagerfeld,” selecting all the features, finishes, and furnishings for two residential lobby spaces at Art Shoppe Lofts + Condos, Yonge & Eglinton’s coveted condominium address.

We worked with the Art Shoppe Lofts + Condos team, and their PR partners, to launch this unprecedented collaboration at one of the most exclusive events on the social calendar, a gala attended by notable Canadian personalities from film, politics, art, business, and culture. Guests were struck by Lagerfeld’s chic and charismatic demeanour; the designer, who has rubbed elbows with rock stars and royalty alike, socialites to social doyennes, was a gracious guest of honour, greeting everyone with a charming smile.

News travels quickly (especially since all of the city’s top media outlets were in attendance, eager to cover the event) and within hours, the hashtag #LobbiesByKarl was a trending topic for the Toronto Twittersphere. Paired with a powerful advertising and social media campaign, plus graphics that leveraged Lagerfeld’s iconic visage, Art Shoppe Lofts + Condos was a massive success, achieving outstanding media attention and ultimately record sales.

One of the world’s most revered style icons.
A first-ever high-profile visit to Canada.
An unprecedented collaboration for a coveted midtown address.

The combination proved to be the perfect fit for a brand that embodies the essence of design and luxury. And it was all in a day’s work for the team at Montana Steele, dedicated to helping their clients bring big ideas to life.