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That a sleepy street in Toronto’s west endcould play such a transformative role inthe area’s future is a testament to its fa-vourite sons.

Jordan Morassutti, 30, his brother Tay-lor, 32, and 26-year-old Robert Fidani arethe founders of North Drive, a buildingcompany named after the street itsfounders grew up on. And now the trioare putting their stamp on the area with agrowing stable of boutique condomini-ums.

The Morassutti Group has a substantialportfolio comprised of multi-family resi-dential apartment buildings in Torontoand Fidani’s family owns Orlando Corp.,whose focus is commercial real estate.

“Neither family has ever focused onhighrise or midrise residential,” said Jor-dan Morassutti. “We’re looking to carveout our own niche doing midrise devel-opments and get out of our fathers’ shad-ows.”

North Drive is launching sales on itsfourth project, Picnic — the High Park II,a nine-storey second phase of the HighPark being built 1-1/2 blocks away in BloorWest Village. The boutique condomini-um is targeting empty nesters and up-sizers — would-be buyers currently rent-ing or living in smaller units.

The founders paid their dues in thebuilding industry prior to conceivingNorth Drive, and in the process informedthemselves about Toronto’s marketneeds.

“We started having discussions aboutthis in 2010,” said Morassutti. “I wasworking in the acquisitions group of a realestate manager, my brother was workingfor a condo developer and Robert wasworking for Orlando Corp. The three ofus wanted to do something entrepre-neurial together.

“We came up with a business plan for anurban intensification fund. We got thatgreen-lit in 2011 and then started acquir-ing properties and going through the re-zoning exercise. We saw an opportunityto develop boutiques that are geared spe-cifically toward the end-user in desirable

neighbourhoods, because there was tre-mendous opportunity and pent-up de-mand for this kind of product.”

North Drive has partnered with theMinto Group on Yorkville Park, but pre-fers to build closer to home with 4 theKingsway, the High Park and now Picnic— all boutique condominiums.

Building boutiques eases the sales bur-den because there’s more pressure to buythan there is to sell, said Morassutti.

“The fact that it’s a boutique creates asense of urgency for the buying public

because you look at a plan and there arefive or six units in the buildings with thatlayout and that exposure, and if you don’tact quickly you miss out on the opportu-nity,” said Morassutti.

It may seem unusual for millennials toforgo hip neighbourhoods, such as QueenWest or the Annex, in favour of devel-oping mature buildings in establishedneighbourhoods. But they’re firm ontheir business plan.

“Our focus is supply-constrained neigh-bourhoods and we see a great market

opportunity within those neighbour-hoods. The Queen Wests of the world arecrowded in terms of new supply comingon the street,” said Morassutti. “We feellike if you design elegant, modern, well-crafted buildings in mature and desirableneighbourhoods, the market will respondfavourably.”

Quadrangle Architects designed theHigh Park’s exterior, while Cecconi Si-mone designed its interior.

North Drive’s Jordan Morassutti, right, his brother Taylor, left, and Robert Fidani cruise through High Park.VINCE TALOTTA/TORONTO STAR

Scenic park a natural location for PicnicMidrise boutique on the edge of High Park is the fourth enterprise for young partners at North DriveNEIL SHARMASPECIAL TO THE STAR

PICNIC continued on H8

“We’re lookingto carve outour own niche. . . and get outof our fathers’shadows.”JORDANMORASSUTTI NORTH DRIVECO-FOUNDER

This time, Quadrangle was chosento design Picnic inside and out.

High Park is arguably the mostunique amenity in the city that adevelopment could market itselfwith, but transit is also easily acces-sible for both buildings.

“The nice thing about Picnic, andthe High Park for that matter, isthey’re on the east side of Bloor WestVillage, but proximity to High Park isalmost better,” said Fidani. “I thinkyou don’t want to be too much fur-ther west because you’re tuckedaway from a bit of the noise of BloorWest Village, but the proximity toRunnymede (subway) station andHigh Park station is great.”

About 80 per cent of Picnic’s 68units are two-bedroom suites be-cause they were the fastest sellers atthe High Park. Picnic’s upscale inte-rior finishes are curated with every-thing from marble bathrooms togranite countertops, and units alsofeature large walk-in closets and five-piece ensuites.

The North Drive partners have alsotasked themselves with overseeingsales, an uncommon undertaking forbuilders.

“It’s something we chose to do be-cause we’re a brand new group andwe really want to understand whatpurchasers are looking for, what’s in-volved in the sales process and wefeel like we’ve got it now,” said Fidani.

Picnic’s amenities include a gym,gourmet kitchen and a rooftop ter-race equipped with a double-fire-place, lounge chairs, outdoor-kitch-en and, of course, breathtaking viewsof High Park and the downtown sky-line. There’s a two-acre parkette be-hind Picnic.

Ed Crosby and his wife, self-pro-

fessed “biased west-enders,” boughta two-bedroom-plus den unit at theHigh Park, primarily because it’s aboutique building. The couple fre-

quent restaurants in Bloor West Vil-lage and High Park with Fitzey, theireight-year-old dog.

“The great thing about being a dog

person is you’re walking all the time,”said Crosby.

“I’ve been taking my dog to HighPark for a long time. There are pathsthrough the forest; we could do agood hour walk and not cover thesame ground. It’s very important forme and Fitzey to get outside and getexercise every day.”

Crosby calls Bloor West Village abeautiful intersection between Ron-cesvalles Village and the Junction,and a unique expanse within the citybecause its bucolic charm is a 15-minute subway ride from down-town.

“I’m going to use my car a lot lesswhen I move there (from the Kings-way),” Crosby said. “I think it’s thepremier area of the city and theview’s going to be spectacular. I lovebeing out in the forest and that’swhat High Park provides in the city.”

West-end location offers buyers best of both worldsPICNIC from H1

North Drive partners saw High Park as a big draw for their midrise condo. VINCE TALOTTA/TORONTO STAR

Location: 2114 Bloor WestDeveloper: North DriveArchitecture and interior design:QuadrangleUnits: 68 Price: From $400,000 to $1 millionContact: picnichighpark.com,416-670-3699, or email info@picnichighpark.com

> PICNIC

A rooftop terrace will be a highlight of Picnic, illustrated in this artistrendering, with a double-fireplace and views of the city and High Park.

H8⎮TORONTO STAR SATURDAY, OCTOBER 17, 2015

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