KING Toronto

Toronto, Ontario

Project

The KING book is available to potential unit buyers as of October 2018 at the sales centres in Toronto and Asia.

Set to be one of the most radical housing development projects in North America, KING Toronto by Bjarke Ingels Group (BIG) in partnership with Westbank and Allied, looks to integrate community, identity and a welcoming sense of place into a scrupulously designed mixed-use residence.

The KING Sales Centre is one part of a larger project that included designing graphics, wayfinding and signage elements for the Serpentine Pavilion exhibit; four volumes showcasing KING Toronto’s designs; hoarding graphics for events; and advertising components such as posters and signage, as well as digital and print mailers.

Inside the KING Sales Centre, Entro designed wall graphics that outlined a history of BIG and Westbank’s projects as well as lightboxes that displayed distinct views to the interior and exterior of the building. A zig-zagged, internally illuminated wall graphic brought life and movement into the small space, which was located in a historic building retrofitted for this purpose.

Entro’s intention was to create an atmosphere of high design and artistry to appeal to buyers looking for an upscale living environment. In coordination with a well-designed, well-made condominium that buyers could browse in person, Entro aimed to transform the ordinary into the extraordinary, and bring the elevated narrative of the Serpentine Pavilion exhibit into a practical, lived-in experience.

This temporary installation accomplished its goal of enticing buyers. As construction of KING Toronto is now beginning on site, a new sales atelier at the Shangri-La Hotel was created, where it now enjoys a second life on a smaller scale.

The design of the homes from the rooms, to landscaping is carefully considered and solved with a very high degree of sophistication, an aesthetic we wanted to emulate in the book volumes. Our resulting product was KING: a 331-page book with companion books for the different sections of the development, NORTH, EAST, SOUTH and WEST.

The cover of the book captures the essence of the architectural vision and design. Through manipulation of graphics and printing techniques we emulated fluted glass; a signature architectural detail of the home design. This expression also represents transparency - as in the transparency of the glass architecture but also the transparency of the architect and developer’s process that is revealed throughout the book.

SERVICE:
BRANDING
ARCHITECT:
BIG ARCHITECTS