The Art
of transformation

“Transforming a neighbourhood is quite a process,” says Peter Freed, President of Freed Developments and the visionary behind the red hot King West neighbourhood. “It’s not done by one person at one moment in time. It’s an ongoing process, and thousands of people are involved. To be able to play a part in that process is a privilege.”

When it comes to the transformation of King Street West, however, there is perhaps no individual who has had a bigger role to play than Peter. When he broke ground on his first King West condominium at 66 Portland in 2003, Peter set the stage for a remarkable change that has seen a once-forgotten industrial area become a thriving urban hub where people live, work and play.

Today, with twelve condominiums in the area under his belt, plus the boutique Thompson Hotel, Peter is inextricably linked to the neighbourhood that he helped transform in just a short decade. “King West was an old neighbourhood that was ripe for change,” says Peter. “It needed change. And the city was welcoming it. But different neighbourhoods have different personalities.”

That brings us to Yonge and Eglinton, a neighbourhood which, according to Peter, is ready for its moment. “There is something very exciting about to happen at Yonge and Eglinton. This is an established community that is still very vibrant, but it’s about to go to the next level.” With the pending arrival of the LRT line, new developments on the horizon, an influx of people and newfound energy, the coming years will bring a great deal of change to this important neighbourhood. The Art Shoppe is a major catalyst for this change. “For someone who does what we do, the opportunity to reconfigure and redevelop an entire city block, like the Art Shoppe, is the opportunity of a lifetime,” says Peter. “Our objective with this building is to create an architectural structure that looks like no other building in the city. A building that takes full advantage of the size of land we have, along with its unobstructed view looking south, all the way to the lake. It really will be a spectacular experience.”

And just as he helped to transform King West into one of the city’s most desirable neighbourhoods, Peter is ready to bring his signature touch to midtown. “It’s our intention to play a meaningful, positive role in shaping the transformation of Yonge and Eglinton.”

Freed Developments

For over 20 years, Freed Developments has been changing the face of the city with its unique brand of design-based development.

The company founded by Peter Freed is the driving force behind the remarkable transformation of King Street West, turning it in just a few short years into one of the city’s most desirable neighbourhoods. A Freed property is more than just a condominium – it’s a lifestyle hub. A place where people live near where they work and play, in buildings that make a true design statement. With an emphasis on modern design and contemporary architecture, combined with amenities programs that are unrivalled in the city, Freed Developments has given rise to some of Toronto’s most acclaimed and coveted residences, while also playing a defining role in enhancing the city’s streetscape. Recipient of numerous design awards, Freed has emerged as Canada’s top lifestyle developer, bridging the gaps between design, architecture and experience. With a billion dollars in development and more than 650 employees, Freed Developments continues to raise the bar with its design-driven, lifestyle-focused buildings and a commitment to creating the most dynamic and thriving communities.