The wide appeal of the traditional social club lies in exclusivity, and its ability to bring together like-minded people. As Toronto embraces social clubs with open arms, it was only a matter of time until the expanding condo market embraced the trend too.
Traditionally, condo amenities were a mixed bag of predictable but necessary services that condo dwellers have come to expect: party room, gym, theatre room, and pool. These facilities no longer reflect the lifestyles of residents, so it seems logical that new dwellings, particularly in the downtown core, would begin to think outside of the box to deliver amenities that actually reflect the day-to-day needs of their residents.
Enter Empire Communities, the developer behind King Street West’s newest condominium project, Maverick, who is testing the boundaries of what we should expect from a residential building with the formation of The Maverick Social. This new social club will be available exclusively for Maverick residents, offering a comprehensive calendar of events and a space flexible enough to house a diverse mash-up of lifestyle driven happenings, from art shows to foodie events or cocktail parties. And where better to test out this new venture than King Street West; one of the most desirable addresses for the city-tastemaker in the downtown core.
HOW THE MAVERICK SOCIAL WORKS
The Maverick Social will be a sophisticated space for residents to both work and play. Think: Soho House meets WeWork, a place where residents can meet clients or have a cocktail. The experiences will be orchestrated by an on-site Social Architect, who will be responsible for curating events exclusively for Empire Maverick residents once the building is complete. “In addition to in-house resident events, social club members will have access to some of the biggest events and exclusive experiences on the city’s social calendar,” says Sue MacKay, Marketing VP at Empire Communities, “including VIP sports tickets, sold out festivals, exhibits and more.”
THE INAUGURAL EVENT
As with any new venture, a beta test is required, and The Maverick Social is currently piloting the social club experience with a succession of invite-only music, film, style, food and cocktail events attended by some of Toronto’s top influencers, tastemakers, and Maverick Original members. The first event, a prohibition-style Speakeasy at King West’s Escobar, complete with authentic telegram invites, back-alley entrances, and crooning jazz classics took place in February, and the second, a private concert in partnership with Universal Music Canada, took place in May.
For more information on Empire Maverick and The Maverick Social visit empiremaverick.com
