Low-Rise with High-Voltage Sales
Volta Lofts by Terra Firma Homes
Turning a clever spark into an electrifying success.
For this unlikely 20-unit boutique building in the High Park Area, NGEN was tasked with making a former TTC power station an attractive and happening place to live. Research indicated this area would be a prime location for young professionals with hipster tendencies, aged 30 to 45.
Inspired by the history of the building, we named the project Volta Lofts.
The building was given a signature Loft-feel, which aligned with the feel of the original power station. We leveraged the old power station by transforming it into a trendy Sales Centre designed to appeal to our target. Not stopping there, we also used some of the old power station artifacts to display the identity of the branding.
All of this culminated in a 50% sell-through at the Grand Opening, with a 100% sell-through rate before construction was completed.
Branding & Positioning