Toronto Life puts its brand up in lights on a key Toronto corner

St. Joseph Communications has bought the naming rights to a key Toronto intersection -- Yonge and Dundas -- and will brand the development there Toronto Life Square after its iconic flagship magazine. In a press release issued today, it was announced that the multi-use complex, called Metropolis while it was under construction, will open under the new name in the fall of 2007. The building is being developed by PenEquity Management Corporation.

"We are thrilled to have acquired the naming rights for what will be an energetic addition to Toronto's landscape," says Tony Gagliano, Executive Chairman and CEO of St. Joseph Communications. "Toronto Life Square, with its dynamic network of digital and mechanical screens both inside and out, will create an exciting, unparalleled experience for Torontonians and visitors to the city."

The complex dominates the northeast corner of Yonge and Dundas Streets and will have 20,000 square feet of outdoor signage, adding considerable wattage to the displays that already tower over the intersection on the north- and southwest. It will feature Canada's largest high-definition video display (30 x 52 feet) and the world's largest contoured tri-vision. Along with the 34 surrounding video panels, it would be possible to display an image of 2,400 square feet.

"Toronto Life Square is located at the heart of Canada's busiest intersection and Toronto's number one visitor destination," says Sharon McAuley, Vice-President and Group Publisher of Toronto Life. "Fifty-six million visitors frequent the immediate area each year, and over 20 million subway passenger trips start or end in the Yonge-Dundas area."

The building itself will have 500,000 square feet of mixed uses, including cinemas (some of which will double during the day as lecture halls for Ryerson University), offices and retail shopping.

Toronto Life, in partnership with sister publications through St. Joseph Media and with technical and creative support from Alchemy (a St. Joseph Content company), will develop and produce special content for the integrated digital signage network and special live programming throughout the year, establishing Toronto Life Square as Toronto's most exciting destination and meeting place.

"With a blend of flagship tenants and dynamic media, Toronto Life Square will become the cornerstone of Canada's most vibrant intersection," says Glenn Miller, Chairman, PenEquity Management Corporation. "In order to maximize the impact of the project's retail and media components, it was important to choose a partner who could enhance our customers' experience. With this iconic name, a fixture of Toronto's culture, Toronto Life Square will accomplish our vision."

Through its division St. Joseph Media, St. Joseph Communications is owner and publisher of some of Canada's leading consumer magazines, including Toronto Life, Fashion, Wedding Bells and Canadian Family. PenEquity focusses on large-scale retail and entertainment development and has created more than 4.2 million square feet of such complexes.

There's a concept picture of the site on Torontoist.