It's finally finished (although they still haven't turned on the top rows) and it's hard to overstate how much this has improved the building. I know, hard to believe. Let's not forget that Metropolis, as it was called, was always built to be a giant billboard. So, it shouldn't come as too much of a surprise that when more of it is covered in high quality ads, the building itself improves.
The full corner wrap is fantastic and the screen is of very high quality. It also nicely matches the ad on the flip side (facing north) so it looks symmetrical from the corner. Contrast that with the small low resolution screen and the random scattered screens around it in a maddeningly uneven pattern that exposed too much of the underside of the building that was never meant to be exposed. This is how it always should have been but technology had to catch up.
Now, I hope that this catches the eye of a serious property management firm. Whoever is managing 10 Dundas East has no idea what they're doing and doesn't know how to market this building. The evidence is in the name 10 Dundas East? Really? When Toronto Life dropped out and wanted nothing to do with this, I thought it was assumed that the address would be temporary until they could either find a sponsor or maybe revert back to Metropolis or another marketing name. But nope, they didn't bother.
And what's this?
For the latest FASH10NS? Ok, the cutesy cheap marketing idea aside, they've had that slogan to market a building that doesn't have any clothing stores for as long as it's been called 10 Dundas East. Sure, now they have Winners but really, Winners isn't known for high fashion — it's a bargains store. This just shows me that the building's management continues to miss what's right in front of them: this is an entertainment complex with successful restaurants that cater to the area tourists. As a local, there are far better options to go to eat in this city, but we can still acknowledge that the restaurants always have lineups.
I'd love nothing more than for Cadillac Fairview to see the value in this building, acquire it like they did The Bay and turn it into a satellite Eaton Centre wing. They need the cinemas and the space for restaurants. An enhanced underground connection could be made to make it feel more integrated.