Also, my point – made many pages back – that people will eventually drop "Toronto" from the name and that within a decade, Dundas Square will be known as "Life Square" is coming to fruition...
An "Official" sign posted outside Jack Astor's Victoria St. entrance:
It's late and I don't feel like going back to look for the relevant posts, but somebody argued quite stubbornly against the logic that I laid out:
Toronto Life is a brand that sponsors this building. Toronto Life Square is its name. People won't see the Toronto Life part as the magazine brand once the name of the building becomes synonymous with the building itself rather than the mag.
Dropping the name of the city from the name will definitely happen in street speak and we'll end up with people calling the building Life Sq. for briefness sake.
...within a decade or less, people will associate that with the name of the square and I'm predicting that people will be saying: "Meet me @ Life Square" to refer to the area.
The proof is on the wall: literally.