As Architect This City continues to grow in readership, I'm starting to get pitched more and more. People email me with something they want promoted and they try and convince me to write about it. Everybody is looking for distribution. I get it.

I have no qualms about people and companies reaching out. In fact, I welcome the suggestions. But the vast majority of these "pitches" don't make it onto ATC. 

When it comes to these sorts of things, I have two simple rules: (1) I have to like it myself. If I don't think what you're pitching is interesting or cool, I'm not going to write about it — even if you're offering up money. (2) I need to be able to be transparent about it. More on this second point in the coming weeks.

Recently I was asked to do a post about the Fashion House Condos in Toronto's King West neighborhood. 

Here's why I decided to do it:

I like that the existing Silverplate heritage building was preserved and integrated into the base of the condo. It's now tenanted to The Keg, which has gone into the base of a number of new condo buildings in the city. They're a successful chain.

Each elevator lobby within the building has a unique mural designed by a different fashion designer — most of which are Canadian. The whole Fashion House theme is meant to speak to the area's history as Toronto's Garment District.

Many of the residential suites have red curtains (which are white on the interior). They form a "common element" and have to stay in the condo. It gives the building a dramatic and unique feel, though it means you have to be a fan of curtains.

My good friend designed the Mexican restaurant at the base of the building (Wilbur Mexicana). His firm is called Reflect Architecture.

It's also an example of cool startup businesses going into the base of a new development. As far as I know, Wilbur Mexicana is the group's first venture.

There's a rooftop pool that I'm hoping somebody will invite me to this summer.

And finally, because I think the King West neighborhood is such a great example of urban renewal.

To end off, here are some stats on the project:

• Address: 560 King Street West, Toronto
• Developer: Freed Developments
• Architect: CORE Architects
• Project Timeline: 2008-2014
• Construction Costs: $60M (estimate)
• Site Area: 4,887 square meters / 52,603 square feet
• Gross Floor Area: 27,107 square meters / 291,777 square feet
• Floors: 11 and 12 storeys
• Building Heights: 33m and 39.7m
• Residential Suites: 334

And here are the fashion designers responsible for each elevator lobby mural:

• 2nd Floor – Beckermans
• 3rd Floor – Dean Davidson
• 4th Floor – Jeremy Laing
• 5th Floor – Adrian Wu
• 6th Floor – Jenny Bird
• 7th Floor – Ashtiani
• 8th Floor – Peach Berserk
• 9th Floor – Smythe
• 10th Floor – Jay Godfrey
• 11th Floor – Bustle
• Penthouse – Greta Constantine

What do you think of Fashion House?

Images: CORE Architects