NOIRPRESENTATION CENTRE, TORONTO 130 DESIGN FILE
NOIR PRESENTATION CENTRE, TORONTO
MIKE NIVEN INTERIOR DESIGN
The Noir Presentation Centre, on an urban
downtown street in Toronto, is the showroom for a
planned 49-storey apartment block from property
developer Menkes. The client needed a site presence
to increase presales of the apartments – a powerful
marketing statement to distinguish the development
from nearby projects. The result delivers in spades.
Joe Sulpizi of Brand Factory, which created the
branding for the centre, wanted to attract buyers
who are ‘young, urban and hip’. The tagline is
simple: ‘Noir, the new black’. The design had to
intrigue and entice clued-up, jaded buyers looking
for something different.
The drama begins at the entrance. The glazed façade
is blank and enigmatic, the glass entrance doors are
the only visible cue to what’s inside. Inside, a long
hallway leads to an elegantly plain desk of polished
bronze panels, reflecting the textured herringbone
floors and offset by neo-Victorian desk lamps. On
either side lie the administrative and sales areas, scale
models and vignettes depicting kitchen, bathroom
and living room finishes.
But the undoubted star of the show is that hallway, its
backlit frosted glass wall covered in hand-cut black
metallic ‘lace’ inspired by Mediterranean Zellige
mosaic tiles. The lighting effect is diffuse, subdued,
almost eerie, in contrast to the well-lit sales areas.
The striking walls serve no useful function, according
to interior designer Mike Niven, but are there to
bathe buyers in the Noir brand’s cool, sophisticated
aesthetic, transporting them into another sensibility.
The project won an Arido (Association of Registered
Interior Designers of Ontario) award of merit for
Mike Niven Interior Design.
In the hallway, the black metallic ‘lace’ backlit wall was inspired
by Zellige mosaic tiles