Saw this ad on the web. So I guess it is a total of 42 floors now then?

Yeah, buyers at this project should really boycott the purchase of parking spaces. lol

Any idea who owns that lot?

If I remember correctly, one of the material available on 154frontstreeteast.com states that current zoning only permits 8-10 storeys.

This could be the site of the Ten Lofts project by Symmetry Developments. For those interested in finding out what happened to Film Studio Lofts, there is a good piece at: http://www.movesmartly.com/2010/05/leslieville-news-the-pit-at-queen-and-pape.html

I think it meant briefing and interview with the construction and sales team will follow. It would be silly for Great Gulf / Baker to start sales without a few days of media exposure first.