Developer David Chard appears to be taking the name of his new project to heart as marketing begins on the $40-million Escher condominium project on Broughton Street.
The project, whose name is a tribute to European graphic artist M.C. Escher — known for exploring the themes of infinity and impossible construction — hits the market this week.
When it does, Chard will invite buyers to test their own design limits, while setting a challenging task for his builders, as each suite can be customized to a buyer’s tastes.
“This is something we haven’t done on our other projects and I don’t believe it has been really done on many developments in Victoria before — we hope we are on the leading edge with this concept,” Chard said in an interview, adding: “As for customizing, I don’t think it will be impossible, but it will take more work on the part of the developer, but we feel we will be able to handle it quite nicely.”
Ground will break in January on the 10-storey, 84-unit building. Sales of the units begin this week.
There are one-bedroom suites (475 to 800 square feet) for sale starting at $219,000, and two-bedroom suites (856 to 1,053 square feet) starting at $389,000.
The selling feature is likely to be the customization.
Escher’s website includes an online “suite customizer” that allows buyers to design their suites — trying different back-splashes, countertops, paint colours, wallpaper and flooring options as well as various built-in desks and pantries that can be added to specific locations within suites.
“Seeing their selections in real time with our suite customizer really helps with their decision-making process,” said Jeff Griffiths, Chard’s vice-president of marketing.
The project, to be completed in early 2017, marks Chard’s sixth new building in the city and comes as the company’s Duet building in James Bay nears completion.
Chard said his company has deliberately designed each project to be unique.
“We don’t want buildings to look alike — each one has its own unique setting, be it the corner like Juliet [at Blanshard and Johnson] or at the end of a block like the Sovereign [on Broughton at the end of Gordon Street],” he said. “Each one is uniquely situated and we design according to that location.”
Escher’s features include a shared meeting room, electric-car and scooter charging stations, dog-wash facility, rooftop terrace and outdoor kitchen on the 11th floor with dining and lounge seating.
Chard said Escher will have the feel of a boutique building given it has 84 units. He expects that like all of his buildings, it will appeal to a broad market.
“The market is everyone — Victoria is unique that way,” he said. “There’s a very wide cross-section of buyer and that makes it a challenge from a marketing perspective, as we have to make sure to hit all of those age groups.”
The modern design of the Escher, which features a lot of glass, is expected to be part of a revitalization of the 800-block of Broughton Street.
Chard is also renovating the building next door, at 818 Broughton, with a new modern facade, new windows and updated interior.
