Heart of the City
QRC West

Toronto, Canada / QRC West is a feat of imagination, engineering and architecture—a cutting-edge, nine-storey office tower floating above a century-old factory at the nexus of Toronto’s fashion and design districts. In 2013, with construction underway, Allied asked WE to develop a communications strategy for the building.

WE rooted its strategy in the building’s design excellence, its human scale and the lively, mixed-use neighbourhood that surrounds it. WE then created a broadsheet-format editorial brochure; a neighbourhood guide; hoarding; signage; and more.