Future condo development 109 Oz hosted a pop-up-style launch party and concert at the presentation space on Ossington Avenue Thursday night. Designed to fit in with the artsy and eclectic neighbourhood and appeal to potential buyers, the concert attracted 500 clients, media, and local supporters. “When you come into a neighbourhood like Ossington, you have to come with something authentic,” said Shane Fenton, vice president of Reserve Properties, the company behind the development.
With so many condos opening in downtown Toronto, buyers have lots of options to choose from. “They’re trying to find that space that’s reflective of themselves,” Fenton said. The event and property were designed to appeal to the local crowd: creative, young, and bohemian. To manage and produce the event, Fenton tapped Kim Graham of Kim Graham and Associates, who decided against the traditional cocktail-party launch. “You can be a little more engaging about it. The people on [Ossington] aren’t wallflowers,” said Graham. “That’s what people connect with: the energy and spontaneity of it."
Marketed solely on Twitter, the event gained buzz and, according to Fenton, a degree of authenticity. “It becomes an authentic party because it hasn’t been mass-marketed,” Fenton said. "It’s organic."
This summer, 109 Oz will host a series of events, from weekend concerts to urban gardening workshops and pop-up retail stores. Kim Graham and Associates will manage some of these events.
