Nothing Compares to U

Sculpture in front of U Condominium's display office. Photo by David Topping/Torontoist.

"It's all about U," one of the billboards screamed. Earlier this month, that was one of the slogans plastered on large boards surrounding a sparse parking lot at Bay and St. Mary's streets. The spot set to sprout the gleaming towers of U Condominiums sits beside the historic St. Basil's Church and is marketed as the "singularly exceptional" choice for urban dwellers. Of course it is. Forget the church. Forget the students traipsing past, who can barely afford rent. It's all about U! (The mammoth sign saying as much has since been taken down, but U's website still uses the catchphrase.)

The condos will be "steps" from Bloor Street, boast "inspired" bathroom features, and did we mention the "party room" onsite? After all, according to U's florid, self-obsessed marketing campaign, on the boards still lining Bay Street, "it's where U play," and "it's where U dream."

Dare we suggest they're trying to snag the folks who get off on the Yorkville area's "over-the-top, shameless and slightly diva-esque moments that the swish neighbourhood does so well," as NOW puts it? Just putting it out there.

There is also the matter of St. Basil's Church, part of St. Michael's College on the U of T campus. This will stick U's "unsurpassed" and "unequaled" phallic buildings smack-dab beside the campus' old-world architecture. Not that it would be the first incidence of this.

Need to save up money for the down payment? Construction has barely started. There'll be time; don't U worry.