Dundas Square, Meet Toronto Life Square

Why did they have to call it a "square" at all?

Couldn't they avoid confusion and branding bleed by calling it Toronto Life Complex or Toronto Life Center or whatever?

Is it even a square?

Maybe they're trying to position it as similar to 'Times Square' since there are so many comparisons. But I agree - I think something like 'Toronto Life Centre' would be more appropriate. Or re-name Dundas Square 'Toronto Life Square' and call this place 'Bad Boy Centre' or something. I'm actually surprised that Toronto Life would have the funds to afford naming rights for a prominent building like this - I'm sure it was a pretty penny.

I think because we already know that whole area as Dundas square we should just keep calling the area Dundas Square. That building is not much of a square, its a building. They should leave it as Toronto Life Centre, just like all the other Centres we have. Emagine: The Eaton Square, Hummingbird Square, Air Canada Square. Let's leave the squares to open spaces.

I like it, I like the development in the Dundas Square region generally, and I'm looking forward to seeing this piece of the puzzle finally open this fall.

Favourite thing about the square is the free wireless internet access.

Um, shouldn't it be called Toronto Life Triangle? That ugly piece of concrete in the centre of the "square" has three sides, not four.

Dave

actually, the city's official street naming guide allows any street that forms part of a square to have the "-square" suffix. notice how the southern border street of yonge-dundas square is actually called "Dundas Square"

Yet another reason for me to avoid that area.

Are we living in a magazine yet?

I'm with japhet, thankfully this intersection is somewhere I find myself once every three or four months at most.

Is passing through the "Square" the same as flipping through the magazine?

They probably have the same amount of ads on both.

why did they name it metropolis?!
why does it seem like someone's trying to compete with NY..
i dont like what they're doing with my city.. change is good, but try not to emulate others.. we're losing identity instead of gaining

I should point out that the Canadian Music Hall of Fame is no longer going to be in "Toronto Life Square". If I remember correctly, it was something to do with the area being too expensive.

I also thought that Dundas Square was not in fact a public space and required permits of some sort from the City for anything to be done on the property. Something about how the City was able to disallow a protest or some such a few years ago?

I'm really pissed off that this is going to be called Toronto Life Square! Very pathetic!! Couldn't they come up with something I little more creative! Leave it as Metropolis which sounded much better than the new name! Very disappointing is it imperative to have another square when we already have Dundas???? I THINK THERE SHOULD BE A VOTE ON CITY TV OR TORONTO STAR, SUN, GLOBE AND MAIL....the PEOPLE should decide!!!

In regards to the comment about not trying to emulate others, and losing identity. I love Toronto because of just that, it's a big quilt of influences and representations of other cities and cultures from around the world. Think about it, Toronto doesn't really have a unique identity all its own, its identity is formed from the amalgamation of other identities.

 That's what I love about the city. And it's not as if massive Times Square-esque stores and advertisements are going up everywhere, just avoid it if you don't like it and quit with the complaining. This can only do good for the city.

I thought I heard that the Canadian Music Hall of Fame had pulled out of the project.  Can anyone verify this?

There too many squares popping up... Dundas Square was the first so that was fine.. now you got Toronto Life Square just around the corner and soon we'll have Maple Leafs Square :S.. can't these development people think of a more original name??

Aw ye, opens in a few days

I preferred the name Metropolis. Sounded much better. Also, I'm kind of dissapointed with the tenants that they've brought on board (except the Future Shop superstore and AMC)....they're all the same ones that are already in the Eaton Centre and surrounding areas.

I agree with others, it is not a 'square'. The name Metopolis is great, but if T/L wants their name one it, then Toronto Life Centre works.

Yet another architecturally disappointing building for Toronto. I wonder if they actually could have used cheaper looking materials, and saved even more money! Does the architects take any pride in their work, I think not! Let?s hope the ads cover every square inch of that dark grey slap of complete ugliest.

I just tossed all my back issues of Toronto Life but I'm betting there's more than one anti-Dundas Square/Metropolis mention in the mag's past. Bet the editorial staff loved thie move by papa Joe.

This is stupid - the space is still a company - and if so many people hat ehte name then they should have thought about finding a way to buy it themselves. toronto life coughed up the money to buy the naming rights - and thus only they have the rights to name it or complain about it - if you want it renamed, then find a way to raise the money yourselves, people in toronto complain nonstop about our city, and now as we grow and develop people still complain. there are always going to be bills to pay and unless we want taxes to go up again, then buildings will continue to need sponsers as i am sure we all know toronto property tax is always going to be high.

who cares what they call it!