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The Well Marketing Centre

Toronto, Canada

To market a new office tower several blocks away, Allied REIT tasked Gensler with not only creating a modern marketing center in an 1870's-era Tudor building but also rejuvenating the building’s exterior while respecting its heritage. By removing an entire floor, rebuilding exterior walls and adding a new metal-and-glass lobby to the building’s non-heritage side, a dramatic new double-height space was created. The three-story lobby features a spectacular cascading light fixture that serves as a beacon drawing attention to the space. The results have been impressive, with increased interest in the office tower as well as immediate leasing of several prominent spaces.