All Camrost-Felcorp Articles

New in Toronto real estate: Yorkville Plaza II condos


Yorkville Plaza II is the second phase of the revitalization of the former Four Seasons site at Avenue and Cumberland. The earlier first development, The Residences at Yorkville Plaza, converted the former luxury hotel into a 32-storey condominium. This is the new portion of the development, often referred to as the Cumberland Tower. Coming in at 40 storeys, the project distinguishes itself by promising “affordable luxury” in a neighbourhood known for its opulence. Suites start at $349,000 and go up to $750,000 — a far cry from the $30 million asking price of the west penthouse at the new Four Seasons.












  • Location: Avenue Rd. and Cumberland Ave.
  • Storeys: 40
  • Number of units: 272 units
  • Types of units: TBA
  • Unit sizes: From 385 sq ft to 855 sq ft
  • Ceiling heights: Up to 8′ 6″
  • Price: From $349,900
  • Architect: WZMH Architects
  • Developer: Camrost-Felcorp
  • Amenities: Spa, gym, pool, terrace, BBQ area, hot tub, concierge service










How does a developer manage to offer affordable luxury in Yorkville (if, indeed, it is actually possible)? Well, it’s fundamentally a size game. The entry level suites here aren’t exactly sprawling, starting at just under 400 square feet. There’s over 100 of these in the building. As you can gather, this isn’t the type of development that’s looking to cater to growing families who are trying to decide between a condo and a home.

That philosophy makes considerable sense in a neighbourhood like Yorkville, which is central to pretty much every amenity under the sun and rapid transit. This is something that’s been done in dense cities like New York for decades, and one imagines that there’s a large segment of young professionals who’d rather have access to a Yorkville address, luxury pool and spa than to an extra 150 square feet of living space.






























Corporate headquarters conversion brings the swank back to St. Clair


Before hip, even before cool, there was swank.

The late Lauren Bacall had it, and so did Grace Kelly and the Cadillacs of the 1950s. Manhattan’s Stork Club was the style’s Vatican, infallibly smart, and Don Draper has made a vernacular version of it chic again. In New York, Chicago and Toronto, swanky new office buildings went up during the decades just after the Second World War. These structures were less radical in appearance than the steel-and-glass towers Ludwig Mies van der Rohe was designing for corporate clients at the time, but the most eloquent of them embodied the elegance and urbanity that characterized swankiness at its best.

When it opened on Toronto’s St. Clair Avenue West in 1957, the dignified, limestone-clad headquarters of the Imperial Oil Co. had a lobby of the swanky sort – though the usual headgear I saw when I visited the place last week was the hard hat, not Don’s sharp fedora. That’s because this 23-storey commercial block, designed by the Toronto firm of Mathers & Haldenby, and perched on the escarpment that cuts across the city below St. Clair, is in the thick of a $250-million conversion by developer Camrost Felcorp into the condominium stack known as Imperial Plaza, scheduled to become habitable later this year.

There’s nothing new, of course, about the transformation of yet another old Toronto edifice into a residential complex. But this one promises to be special. If the entrance pavilion on the ground floor turns out as described to me by designer Matt Davis, partner in the Design Agency, and heritage architect Michael McClelland, the repurposing of 111 St. Clair West will restore to public view a handsome piece of Toronto’s Cold War architectural history (suitably updated) and one of the city’s outstanding examples of capitalist swank.

For the record, the units in Imperial Plaza come in a wide range of sizes and prices, going up from Toronto average to very large and expensive. The smallest suite, a one-bedroom, is 510 square feet, and costs about $385,000. The apartments toward the top of the building, between 1,360 square feet and 2,400 square feet in area, start at just over $1-million, while the penthouses, priced from $4.1-million, contain areas up to 4,400 square feet.

The structure’s elevated position on the brow of the escarpment means that the views from every floor toward the south, over low-rise neighbourhoods and the downtown towers, and out over Lake Ontario, will be panoramic and exceptional. The building will feature a 10,000-square-foot fitness facility and numerous other touches one would expect in an upscale urban condo project of this kind.

For architecturally savvy Torontonians who are looking for a place to live, and for those who aren’t, a large part of Imperial Plaza’s charm will likely lie in that refreshed pedestrian lobby on St. Clair. I can see it becoming a must-do destination for designers, historians of luxe and fans without portfolio (such as me) who appreciate modernist chic.

The spacious lobby stretches wide on either side of the centrally placed pedestrian entrance. If I understand the designer’s intentions properly, the interior volume’s two wings, which face the avenue through tall walls of glass, will host compatible retail activities – though nothing that will interrupt the open flow of space from one end of the lobby to the other. This long, uncomplicated spatial ribbon, running parallel to St. Clair over inlaid stone floors, is channelled between the exterior glass and, on the inside, glamorous expanses of polished marble. The svelte lighting fixtures that Alvin Mathers crafted for the double-height ceiling, the Design Agency’s Mr. Davis said, will be brought up to code and retained.

In counterpoint to the restrained, black-tie formality of the lobby’s spatial arrangements, planes and figures collide and clash busily in the theatrically modernistic mural commissioned by Imperial Oil from the well-known Toronto artist York Wilson (1907-1984). The 1957 piece, executed on two large panels installed on either side of the central passage from the entrance to the elevator bank, is called The Story of Oil. Mr. Wilson has told the substance’s tale in jagged, futuristic (but representational) visual language of a kind that was fashionable in public art everywhere during the 1940s and ’50s.

Like the Mathers & Haldenby building it adorns – like the swankiness of the 1950s itself – The Story of Oil glances over its shoulder at high-style precedents of the 1930s while trying to be as secular, cosmopolitan and contemporary as it dares. We’ll likely sense this creative tension between suavity and stark modernity, so characteristic of post-war high culture, when Imperial Plaza is finished, and we can step into the revamped lobby of this artifact from a different time.

Experience TIFF in Yorkville, Enter Camrost-Felcorp’s New Contest!


Yorkville Plaza by Camrost-Felcorp is currently one of Toronto’s most highly anticipated condo developments. That’s why you should be extremely excited that Camrost-Felcorp is now accepting registrations for Yorkville Plaza II – The New Cumberland Tower.

Not only are they accepting registrations, they have launched an incredible contest that offers a chance to win a Toronto Film Festival night in Yorkville, complete with a one night hotel stay for two, dinner, and two tickets to one of the TIFF movie screenings! To enter, all you have to do is register here!
















The contest closes September 2, 2014, and those who enter will be eligible for $5,000 off their condo purchase at Yorkville Plaza II – The New Cumberland Tower. Enter today and don’t miss this great opportunity to fully experience the luxuries Yorkville has to offer and be the first to preview the new condo suites.

Luxury living at Yorkville Plaza II – The New Cumberland Tower

The first phase of the Yorkville Plaza development opened with tremendous success, leaving many eagerly anticipating the second phase.

The lavishness of Yorkville will continue through Yorkville Plaza II – The New Cumberland Tower, into the suites and throughout the amazing amenity spaces. The Podium Event floor is designed for fashionable entertaining; host a formal evening for up to 100 guests or keep it intimate and cozy with an al fresco dinner for 10 of your closest friends. The full catering kitchen, outdoor lounge, modern gas barbecue, and elegant water feature will surely impress your guests.

Yorkville Plaza II – The New Cumberland Tower concentrates on social healthiness as well as mind and body. The state-of-the-art Fitness Auditorium offers cardio workout space, weights, a Spinning Studio, and a modern yoga studio.






















The glamorous suites of Yorkville Plaza II – The New Cumberland Tower will maintain the perfect balance between luxury and comfort, with superior features and finishes including high quality plank laminate flooring, custom-designed cabinetry, and Miele appliances in the gourmet kitchens. The elegant ensuites will feature white soaker tubs for relaxing after a long day’s work, sleek porcelain tiling, and contemporary European vanities.

Learn more about Yorkville Plaza II – The New Cumberland Tower

If a magnificent condo in the heart of Toronto’s most sought-after neighbourhood is your idea of home, then you should register Yorkville Plaza II – The New Cumberland Tower today and enter Camrost-Felcorp’s contest for a TIFF experience in Yorkville!

Imperial Plaza – Luxury Defined


New Condo Guide (Luxury Living) | Spring 2014

Imperial Plaza

David Feldman, President & CEO at Camrost Felcorp, talks luxury at Imperial Plaza

“While many talk about luxury in terms of fashion and trend, those with a true appreciation and understanding for the finer things know the true luxury is timeless. From a project’s architecture to its material palette, luxury real estate must avoid the trends of the moment and embrace a design that will forever be considered a classic.

This was the principle which defined our revitalization of the celebrated Imperial Oil building at St. Clair Avenue West and Avenue Road, and led to its transformation into one of Canada’s most celebrated new luxury condominiums, known as Imperial Plaza.

Standing at 23 storeys, Imperial Plaza is a stunning feat of architecture made of limestone and granite, with a glass-clad exterior. Suites throughout the condominium enjoy up to 10ft. ceiling heights, and a range of outstanding finishes and features including stone countertops and back painted glass backsplashes. To top it off, many of the residences boast outstanding views.

From it’s distinctive location, iconic legacy, rich material palette, and elegant and timeless design, Imperial Plaza is a development that defines luxury real estate…forever.”

YOURS FOR $6,050,000
A suite with a 4,4000 sq. ft. interior and 2,000 sq. ft. exterior terrace.

Private Residences Gym, available exclusively to residents of the Private Residences and Sky Penthouses.

An express elevator takes you from the ground floor to the upper levels of the building, with a stop on the eighth floor for access to the Private Residences Gym.

Imperial Plaza – Market Snapshot


New Condo Guide (Luxury Living) | Spring 2014

Imperial Plaza Exterior Shot

Imperial Plaza – Camrost Felcorp

The Architect Onespace Unlimited
The Designer The Design Agency Sky Penthouses by Brennan Custom Homes Inc.

The Scoop Raising the bar for luxurious condo living in midtown Toronto, Imperial Plaza by Camrost Felcorp will combine the elegance of old-world charm with the convenience of modern condo living. Originally built in the 1950s, Imperial Plaza is a transformation of the historic Imperial Oil headquarters building at Avenue Road and St. Clair Avenue West. At 23 storeys, this stunning condominium residence is an absolute gem. Within the limestone and granite exterior, Imperial Plaza offers buyers a multitude of suite options – Imperial Suites, Imperial Lofts, Signature Suites, Private Residences and Sky Penthouses.

Located in the picturesque Deer Park neighbourhood, Imperial Plaza is situated steps from Yonge and St. Clair, offering the convenience of the St. Clair subway station as well as a multitude of grocery stores, shops and restaurants. Also close by is the venerable Forest Hill Village, Casa Loma and Yorkville, and countless parks, ravines and greenspaces.

Providing residents with unparalleled amenities, Imperial Plaza is home to the 20,000-sq.-ft. Imperial Club, boasting a pool complex, a state-ofthe-art fitness facility, two squash courts, a golf simulator, a games room, two screening rooms, media lounge and sound studios. Additional facilities include a ground-floor indoor fireside lounge with dining area and kitchenette, a boardroom, and a 20,000-sq.-ft. beautifully landscaped urban courtyard including ground-floor outdoor furnished fireside patio with gas barbecues, outdoor kitchen island and eating area.

For more info 1499 Yonge St. w t 416.925.2501 e

Camrost Felcorp Offers The Yorkville Toronto Knows and Loves


New Condo Guide | Apr 26 – May 10, 2014

Cumberland Tower Residences - Aerial Shot and Residential Entrance off Cumberland Street. All images are artist concept.

Yorkville Plaza II : Cumberland Tower at Avenue and Cumberland

Historically, Torontonians have come to associate the Yorkville neighbourhood with its lane ways, boutiques and fine dining restaurants. In recent years, marketers have tried to expand the neighbourhood and the boundaries of this iconic area’s brand, however, the real Yorkville sits between Cumberland Street and Yorkville Avenue, Avenue Road and Bay Street.

Here, within the heart of Yorkville, is a new condo development from Camrost Felcorp, called Yorkville Plaza II: Cumberland Tower.

Following the success of the first phase, The New Residences of Yorkville Plaza (already 92 per cent sold), Yorkville Plaza II: Cumberland Tower is set to bring the ultimate in luxurious Yorkville living to its purchasers.
Read More

Groovin’ Along


Post polar-vortex winter, it’s fair enough that folks in Toronto are desperately longing for warmer weather. Mother Nature is holding out, but strolling past the haute shops of Bloor Street’s Mink Mile does feel like spring, with mandarin-coloured frocks and floral-print tops beckoning from the windows.

Rain or shine (or blizzard, for that matter), Yorkville is the nucleus of upscale fashion and style in the city, known internationally as the place to find Tiffany, Louis and Coco, et al., within a few blocks. Beyond fashion, the neighbourhood has long been a well-recognized hub of art and culture.

Duck away from Bloor onto Yorkville’s sheltered streets and cobbled laneways and discover the din of restaurants old and new filled with intriguing patrons. Folks grab cappuccinos from quiet cafés by day and premium martinis from hip bars by night. Art galleries celebrating mediums from paint and sculpture to photography and ceramics dot the streets.

South of Bloor, The Royal Ontario Museum holds millions of objects in dozens of galleries for leisurely perusal and Koerner Hall at The Royal Conservatory of Music hosts fine musical performances. The nearby University of Toronto campus is home to some of the city’s most prominent and stunning historic buildings — and it’s a lovely place for a walk on a warm spring day.

“Fifty years ago, Yorkville became a central part of modern Toronto, ” says David Moos, an independent art consultant and former curator of contemporary art for the Art Gallery of Ontario.

“Yorkville was seminal to the identity of the city, ” Mr. Moos says. “It was a wonderful bohemian beginning, with the opening of nightclubs and spots like the Riverboat Coffeehouse where Canadian icons Joni Mitchell, Gordon Lightfoot and others performed. As it was defined through the 1960s, it became home to contemporary galleries as well. ”

Mr. Moos knows the neighbourhood art scene. In 1959, his father, the late Walter Moos, opened Gallery Moos, at the corner of Davenport and Avenue roads. After two years the gallery relocated to Yorkville Avenue, where it remained for three decades.

“Throughout the 1980s, Yorkville became the most sophisticated retail precinct in Canada, synonymous with international style, ” Mr. Moos says. “Yorkville was important to Toronto because it captured and conveyed the aspirations of a forward-looking city. ” See yorkville on Page PH6

Small suites that are big on luxury


The Globe And Mail | Real Estate Collection | Spring 2014

The Cumberland Tower - Contemporary Suite. All images are artist concept.The Cumberland small suites provide all the perks of living in the exciting Yorkville neighbourhood and luxury amenities, but at a lesser price tag than other condo projects in the area.

It can be a smart investment to buy a smaller suite at a more upscale address

The smart money is on small. It’s smart thinking to buy a smaller suite at a prestigious downtown address, as you get the same level of luxuries and the same amenities as those who buy in the million-dollar range.

More people are thinking ‘small.’ And developers are meeting the demand with more suites at an entry level price tag. Camrost-Felcorp recently launched the second phase of its Cumberland project in the heart of Yorkville where 100 units are selling for under $400,000, says CEO David Feldman. And another 220 suites, with one-bedroom-plus-den, are selling for just under $500,000.
Read More

A People Place


Today, the area continues to embody the arts and the international appeal of the city. Mr. Moos remains invested in Yorkville culture, currently working as the public art consultant for Yorkville Plaza II: Cumberland Tower (thecumberland. ca), a Camrost-Felcorp project located at Avenue Road and Cumberland Street.

Cumberland Tower is the second of two buildings at the site of the former Yorkville landmark Four Seasons Hotel. The first, Yorkville Plaza, occupies the old hotel building itself, which was stripped down to the concrete shell before being reconstructed, where neighbouring Cumberland Tower is a completely new build.

“The public art plan for Cumberland Tower is germinal to the project,” Mr. Moos says. “It very much has to do with the history of the area, which has always been a place where people can come together and discover culture. We’re not just putting in art work, but creating a courtyard oriented to the pedestrian. It’s rooted in the idea of neighbourhood and the ideals of street interactions.”

Full details of the public art plan are still under wraps, but the display will include works from both Canadian and international artists, as well as a waterfall and outdoor seating area not just for residents, but everyone to enjoy.

“This project will become a gateway into Yorkville,” says Camrost-Felcorp president and CEO David Feldman. “Historically, what you would see here is the concrete back of the former hotel, but we’re transforming it into an arrival area that will become a part of the neighbourhood.”

The 40-storey tower, designed by WZMH Architects, includes a podium that will house upscale retailers and a restaurant. The Tower Residences on floors 4 to 25 range from 385 to 855 square feet, priced from $350,000 to $750,000. Floors 26 and higher will make up the Private Residences collection of larger suites priced from $1.3-million to $18-million.

“Yorkville is known worldwide and we’re building in the heart of it,” says Andrew Barnicke, president of Abbey Road Ventures, a Cumberland Tower development partner. “The location allows people to become a part of Yorkville, not just live on the edge of it.”

Life in the centre of Yorkville certainly comes with conveniences, such as easy access to the Yonge-University and Bloor-Danforth subway lines and a walkable, village-vibe ‘hood chockablock with top eateries, gourmet food stores and luxury shops selling designer denim, posh home decor and all things bling.

A number of new condos built in area during the past few years have fostered a community feeling and helped to grow amenities such as fitness centres, supermarkets and health and medical offices.

“It’s interesting how height [tall buildings] has been absorbed into Yorkville, but hasn’t changed the character of the neighbourhood,” says Mr. Moos. “It has always been a special place where people gathered and remains a central neighbourhood for art and culture.” And when spring continues to roar like a ruthless lion, it’s still the perfect place for a bit of retail therapy.

A New Direction in Yorkville



“Affordable Yorkville.”

That’s how seasoned Toronto broker Hunter Milborne characterizes what’s on offer at The Cumberland at Yorkville Plaza, a new 40-storey condo building to be built on the prestigious corner of Avenue Rd. and Cumberland Ave. More than 100 of the 272 suites recently released for sale are priced under $400,000.

“It’s pretty good for this neighbourhood,” says Milborne, principal of Milborne Real Estate Inc., and head of sales for the project. “If you went shopping and said, ‘I want to buy something in Yorkville for under $400,000,’ most people would say that’s not going to happen.’

“The Cumberland — a glass tower that flares out near the top of its north side — marks the second phase of Yorkville Plaza. The first phase saw the old Four Seasons hotel, at Avenue Rd. and Yorkville Ave., converted into the 32-storey tower: TheNew Residences of Yorkville Plaza. Phase 2 construction will also erect an 11-storey, office-condo building on Yorkville Ave.
Read More