Story of Midtown delivers inclusive promise
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Canada’s first Rainbow Registered rental building prioritizes wellness and belonging
When Hazelview Properties transformed a 10-storey post-war era apartment building into a towering 520-unit modern rental community at Yonge and Eglinton called Story of Midtown Toronto, they did more than elevate the structure.
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They also set a new benchmark in rental living as the first Canadian rental residence to be Rainbow Registered, a national accreditation that recognizes businesses, organizations and communities as 2SLGBTQI+ friendly.
“This isn’t a thing you do one time and you get it and call it a day,” said Hazelview managing partner and head of Sustainability and Brand Colleen Krempulec. “It’s something we work on year in and year out.”
The certification — which is managed by Canada’s 2SLGBTQI+ Chamber of Commerce and marked by a registered rainbow logo — indicates that Story of Midtown Toronto meets a stringent set of standards, such as demonstrating inclusive policies and practices, providing staff training on what it means to build and operate inclusive spaces, demonstrating inclusive leadership and culture, and committing to ongoing accountability and continuous improvement. It also sends a signal to prospective tenants that inclusivity, diversity and belonging is a priority.
“It helps us signal to our audiences that this is something we do and we believe in,” said Krempulec. “Will it catch on? It’s certainly catching on within our organization,” she added, noting that the Rainbow Registered designation is now integrated in five Hazelview properties with hopes of adding more.
Another Story of Midtown Toronto feature aimed at raising the urban rental experience is the addition of complementary 24-hour access to both primary and mental healthcare services as part of the rental package, made possible through a partnership with the Maple virtual care platform.
“We’re not in the healthcare business but we do believe there are plenty of instances where you can possibly avoid a four- to five-hour trip to a walk-in clinic, things that could probably be handled quickly and conveniently at your fingertips in your own home,” said Krempulec.
The focus on wellness also extends to the building’s amenities, which include a fitness zone with weight training, cardio and yoga areas, a rooftop terrace, resident lounge areas suitable for co-working, playing games or entertaining, a kids’ play area and a private dining room — all designed by Mason Studio.
Interior finishes include nine-foot ceilings, integrated LED lighting, premium vinyl tile flooring, built-in roller shades on all windows and smart thermostats that learn your routine to optimize usage and keep utility bills low. A variety of suite sizes are offered, from studios and one bedrooms to two bedrooms plus den and three bedrooms, with prices ranging from the $2,000s to more than $4,000 per month.
Kitchens feature soft-close, fingerprint-resistant cabinetry, quartz countertops and backsplash, integrated under-cabinet lighting and built-in pantries. For added modern convenience, residents use the Story of Home app on their smartphones as a virtual key to access the building, as well as to keep up to date on resident events or contact the property management team.
“For us, setting a new benchmark isn’t just a sound bite or words,” said Krempulec, pointing to the Rainbow Registered certification, access to virtual healthcare services, green building certification and modern programming as examples. “We’re creating what we believe is a new standard of rental living,” she said.
To learn more about Story of Midtown Toronto rental availability, and limited time welcome incentives, visit mystorymidtown.com. Open houses are held every Saturday and Sunday from noon to 3 p.m. at 73 Broadview Ave.
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