Reina’s detail-oriented design process aims to create a new
model for the real estate industry
When she saw an article in Toronto Life magazine last titled
“The Kings of Toronto Real Estate,” Taya Cook, director of
development at Urban Capital, couldn’t help but notice the focus
on 20 Canadian condo titans—all of whom were men.
It was a striking visual representation of her experiences in a
male-dominated field. “Where are the queens?” she wondered.
“It was shocking to see it laid out that way, with all men and
no women,” she tells Curbed. “I know there are so many women
involved in real estate development in Toronto, and we’re often
not at the forefront of projects, in leadership positions, or
visualized, and I think because of that, a lot of women may not
enter into the industry.”
Her answer is Reina (Spanish for “queen”), a new real estate
project led by a team of 15 women. Reina is spearheaded by Cook and
Sherry Larjani, managing partner at Spotlight Development, the
first person Cook reached out to after reading the Toronto Life
article. Women will fill every leadership role on the project, from
mechanical engineer to architect to sales lead.
“There aren’t many entrepreneurial women coming into the
industry on their own,” says Larjani. “No one took me seriously
until I bought my first piece of land. We need to give women
positive role models and prove that a career in development is a
viable path. It’s incumbent upon all of us to change this
The planned eight-story, 198-unit family-friendly residential
development in Etobicoke, in the western part of the Greater
Toronto Area, “will be characterized by the female perspective at
every degree, from the street level design to unit layouts,”
according to a statement from the team. Cook says that the
collaborative way they’re approaching the project—not just
saying “we know best” and forcing a vision on the site, but
engaging with potential residents—will also lead to a better,
smarter space for residents.
Reina An early sketch of the Reina project.
Reina “We know so many more people are living in condominiums
now, and there’s really an agreement around the table from all of
us to make it the best it can be.”
“I think first of all, this project comes from a different
starting point,” says Heather Rolleston, the project architect.
“Very quickly, there’s been a conversation about details, and
that is quite uncommon for a developer. A number of us have lived
in condominiums, we know the bits that frustrate us, and we want to
improve them. We know so many more people are living in
condominiums now, and there’s really an agreement around the
table from all of us to make it the best it can be.”
Those details include more storage space, bedrooms designed
specifically for kids, stroller storage for every floor, common
spaces and corridors designed for more safety, and even a communal
kitchen to allow families to host large gatherings.
“These condo units are built as tight as a drum, with every
inch accounted for,” Rolleston says. “It makes a world of
difference living in a place that worries about these details
doesn’t have these annoying things impact you every day.”
Reina’s project comes at a time when
Toronto is both growing denser and taller, with a rapid
increase in condo development. At the same time, the city is making
strides in designing family-friendly units, including pushing
family-first design guidelines.
“I think this approach also attracts investors,” says Cook,
“those looking for smart designs that will be appealing to
families and increase in value over time.”
The Reina project will include a roughly 6,000-square foot
linear park on the southern edge of the site, almost like a pocket
park, as well as retail, part of the team’s more holistic
approach. Expected to cost $110 million, the project will rise on
the site of a recently demolished strip club, the House of
Lancaster, on the Queensway, a main road featuring a trolley track
on the median. Currently, they plan to begin formal designs in
March and break ground the following year.
As part of the project’s commitment to include new
perspectives, the development team held their first open house
community sessions meant to bring the community into the design and
development process. The results of these open, hour-long design
discussions will be augmented by results from an online survey.
It’s all part of Reina’s new approach to conceptualizing and
constructing new condos for Canadians.
“This is an experiment, and we’re all interested to see how
it turns out,” says Rolleston. “I’m also interested in just
how many people are interested in talking about an all-female team.
I thought we were past that. I hope that when my daughter gets
older, this conversation won’t be necessary and people won’t
find it so fascinating anymore.”
Source: FS – All – Architecture 10
How a women-led real estate team is building a better condo in Toronto