This should be invisible

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Dundas Square, Meet Toronto Life Square

Love it or hate it, the Metropolis on the north side of Dundas Square is going to be part of the city for a long time. Not to be outdone by every other square inch of the intersection, the building has sold its naming rights, and, in an odd twist of fate, may have done so in a manner that actually contributes to the area's sense of place. The rights were purchased by Toronto Life, which means there will be at least once space in the square that is, you know, reflective of Toronto.

The building will be called Toronto Life Square, which hopefully won't give the impression that life in Toronto is ugly and for sale. Since the word "square" is part of the name, I also hope it doesn't end up becoming synonymous with Dundas Square, thereby overriding the one name in the entire area that's derived from a public space instead of a corporation.

Set to open in the fall, Metropolis features 20 000 square feet of outdoor signage, and will also be home to the Canadian Music Hall of Fame.

Image from Metropolis.ca


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