Case study · Development
Ten years with Concord.
For close to a decade, Laura Rossi has photographed Concord's Toronto communities: CityPlace downtown, Concord Park Place in North York, and the Gloucester site. The engagement covers everything a master-planned community needs photographed, from tower exteriors and the suspended-bridge residences hung between two CityPlace towers, to retail, model suites, headshots and lifestyle shoots.
And the calendar: launch evenings, Cityfest, Halloween, farmers' markets and the festivals that fill the neighbourhood. One photographer across ten years is why the archive holds together, season over season, campaign over campaign.
Three communities
CityPlace, Concord Park Place and Gloucester, photographed as they grew: construction to completion, renderings giving way to real streets.
The buildings, inside and out
Exteriors timed to the light, amenities and model suites styled to feel inhabited, retail photographed at its best hour.
A calendar that never stops
Launch evenings for new releases, and the community programming that proves the neighbourhood works: Cityfest, Halloween, farmers' markets, movie nights.
People and lifestyle
Team headshots, resident stories and the lifestyle imagery that carries sales galleries and social alike.
Good to know
What does a decade-long engagement actually include?
Everything the communities needed photographed: exteriors through construction and completion, model suites and amenities, retail, launch events, community programming from Cityfest to farmers' markets, team headshots and lifestyle shoots. The scope flexes with the sales cycle; the eye stays consistent.
Who owns the archive?
The client. Commissioned work belongs to the engagement it was shot for, with licensing written in plain language per use. What a new client hires is the approach: the same consistency, applied to their project from day one.
Can other developers commission this kind of program?
Yes. Standing programs are available for projects across the GTA: a steady cadence through the seasons rather than a scramble before each campaign. Email laura@sp-ce.co with the project and stage, and Laura will propose a cadence that fits the sales cycle.
Development programs
Building a community that will need proving?