![\"Netanel](\"https:\/\/www.livabl.com\/articles\/wp-content\/uploads\/2014\/01\/Screen-Shot-2014-01-15-at-12.52.26-PM.png\")
<\/a><\/p>\nNetanel Ben-Or, Vice President of Development and Marketing at Elad Canada Inc<\/a>., is a key part of the company\u2019s team that is bringing master-planned communities to life in Toronto and Montreal. His responsibilities include the conceptual design of Elad Canada<\/a>\u2019s developments and the marketing and positioning of the residences. He is a strong proponent of the company\u2019s commitment to offering buyers outstanding value in neighbourhoods that are much greater than the sum of their parts.<\/p>\n We chatted with Netanel about Emerald City<\/a>, Elad Canada<\/a>‘s successful master-planned community located on Sheppard at Don Mills Road, across from Fairview Mall in North York.<\/p>\n BuzzBuzzHome: Emerald City<\/a> is located in the Parkway Forest area of North York. Why is this neighbourhood undergoing such a major transformation?<\/strong><\/p>\n Netanel Ben-Or: The City of Toronto recognized the fact that the area was built up decades ago, at a time when urban design accommodated vehicles instead of pedestrian traffic. When subway access arrived, the goal became to increase the number of residents in the area. This meant planning for walkability and a social infrastructure that would serve new and existing residents. We worked closely with the planning department\u2019s North York office to come up with a design that would accomplish these goals.<\/p>\n BBH: So why did Elad Canada<\/a>\u00a0zero in on this parcel of land to create Emerald City<\/a> in the first place?<\/strong><\/p>\n NB: The company\u2019s vision for Canada is to identify land that can accommodate master-planned communities. Rather than build a condominium here and there, we believe in offering buyers the complete package, a true community where they can feel \u201cat home\u201d beyond their suites. Right now, we are concentrating on Toronto and Montr\u00e9al. In Toronto, the Sheppard-Don Mills location is ideal. When we purchased the land in 2004, we were excited by its potential. Living on the subway line close to Highways 404, the Don Valley Parkway and 401, as well as across from Fairview Mall, is incredible. There are many existing amenities in the area such as schools, parks and services, and we are adding more.<\/p>\n BBH: One of the big attractions is the Parkway Forest Community Centre. How does that fit into Elad Canada<\/a>\u2019s vision?<\/strong><\/p>\n \u00a0NB: As I mentioned, our company is all about creating homes for people in the broad sense of the word, and having amenities within walking distance is critical to our master plan. The new community centre is under construction. At approximately 50,000 square feet, it will offer a variety of opportunities to the neighbourhood residents including an outdoor pool with a pavilion, a well-equipped gymnasium with a yoga room, an aerobics and dance studio and a rooftop garden. The opening is slated for 2014. This is an important part of Elad Canada<\/a>\u2019s contribution as part of the development process with the city to take this area forward in a positive, exciting direction. Residents of all ages will benefit from the centre.<\/strong><\/p>\n BBH: Speaking of all ages, who exactly is buying at Emerald City<\/a>? Describe your target market.<\/strong><\/p>\n NB: Our purchasers come from multicultural backgrounds and include first-time buyers, young families, professional couples and empty-nesters. Emerald City\u2019s Block A, which is well on its way to completion, includes three towers: Emerald City<\/a>, Emerald City 2<\/a> and Dream Tower<\/a>. We also recently introduced Biyu<\/a>, a chic, modern 13-storey boutique condominium to be launched in 2014. All of the condominiums have their own amenities, which range from a swimming pool to a gym, yoga studio, screening room, party space and barbecue patio with a lounge area.<\/p>\n Overall, suites at Emerald City<\/a>\u00a0range from one-bedroom designs at 500 square feet to two- and three-bedroom penthouses at 1,200 and 1,300 square feet. We even have a collection of 11 three-storey townhomes that average 2,000 square feet in size and offer access to the amenities in the adjacent Dream Tower<\/a>. The townhomes feature modern, open-concept designs and include underground parking. People who want the ultimate in convenient condo living in a midtown location find a lot of choice at Emerald City<\/a>. There are even immediate occupancies available in the first tower.<\/p>\n BBH: How affordable are these suites and townhomes?<\/strong><\/p>\n![\"dream](\"https:\/\/www.livabl.com\/articles\/wp-content\/uploads\/2013\/12\/2012_05_01_03_00_06_aug_05_-_3021-bev_-_5000.jpg\")
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