Star attraction

Raptor Scottie Barnes buys unit in new downtown condo

Toronto Raptor Scottie Barnes isn’t just a celebrity collaborating with a Toronto condo developer; he’ll be a resident at Reside on Richmond. “This is the place I’m going to live,” says Barnes of the 18-storey development coming to Bathurst and Richmond Sts.

“I love this area and buying real estate was something I always wanted to do,” says Barnes, who lives nearby.

“I love this area. There are lots of things to do. It’s a lot of fun.”

Florida-born Barnes joins the list of stars — Lenny Kravitz, Robert DeNiro, Pharrell Williams, Simu Liu — who have endorsed Toronto condo projects.

Celebrity collaborations can certainly help sell a project, says Ben Myers of real estate advisory firm, Bullpen Research and Consulting. “In a very crowded condo marketplace in the GTA, anything that can set you apart is a bonus.”

Barnes was put in touch with Reside on Richmond’s developers through Silent H restaurant owner Patrick Marzouk, who is developing a combination grocery storerestaurant for the condo.

“Adam Sheffer (partner in Originate Developments) wanted to elevate the experience for people who will live here with a sports simulator room and I told him my good friend Scottie would love to help with that,” says Marzouk.

“Scottie loves Toronto and was excited to put his hands on this type of project that’s outside of basketball.”

The first local celebrity-condo collaboration Myers recalls is Freed Developments’ with French industrial designer-architect Philippe Starck, who designed common area interiors at Seventy5 on Portland. Singer-designer Lenny Kravitz created a floor of Lifetime Developments’ Bisha Hotel and Residences and it generated a lot of buzz, says Myers.

Recent examples of this kind of collaboration are musician Pharrell Williams, whose gave his design input on Reserve Properties’ Untitled Condos, and Marvel superhero actor Simu Liu, who collaborated with Reserve Properties and Capital Developments on 8 Elm. Liu’s name attracted brokers, who are trusted sources for buyers, says Myers.

Toronto is a sports-obsessed city, and, even if a condo’s gym is not significantly different than others, having Scottie Barnes associated with a project will garner attention, Myers says.

Says Sheffer: “The collaboration with Barnes just happened. I don’t like doing something just for marketing. Scottie became a prototypical resident, not a designer.

“We asked him for his advice about the sports simulator room and things like how many people he’d have in the party room, what he’d use the gym for, if this would be his primary gym, and what he’d like to see in the common areas.”

Says Barnes: “My ideas were about creating a lifestyle where people can enjoy their time.”

Key for the Raptor were having comfortable spaces to socialize with friends and to host family, plus quiet places to relax. As working out is a big part of his daily life, a well-equipped gym was absolutely essential.

Says Myers: “The type of people influenced by Karl Lagerfeld (who designed lobbies at Art Shoppe Lofts + Condos in 2016) are not going to live in North Ajax,” says Myers. “They want prime downtown locations and will pay a premium. These projects are not entry-level. There’s a step-up in finishes and amenities.”

“On its own, a celebrity endorsement isn’t enough,” agrees Sheffer. “It has to be a good location that makes sense.

“There is a real neighbourhood on Richmond. It has restaurants, stores and the subway coming two blocks away.”

Barnes likes that the condo tower, which has a podium and corner retail space which incorporates a brick heritage façade, is close to King and Queen West’s lively scene, as well as to the Raptors’ practice facility and Scotiabank Arena.

Richmond St. is quieter, so he can relax on the rooftop terrace or walk his dog.

“I’ll be able to enjoy my life and have everything so close,” says Barnes. “I love being in the city centre.”

He’s looking forward to challenging his “very competitive” friends in the sports simulator room he helped design.

“Some may be able to beat me on the simulator, but not on a real basketball court!”