ENCORE PROJECT
Rental building with luxury-hotel vibe
While condo developments have been popping up regularly in the downtown core in recent years, few have been catering to the rental market. Even fewer, if any, have targeted the luxury rental market. So when the Benisti Group, developers behind the new Encore project, saw their opportunity to put up such a building in a coveted area of the city, they went for it. Located on René-Lévesque Boulevard near the corner of Bleury Street, the Encore project is well centralized downtown, and only steps away from Old Montreal and Place des Spectacles. Construction is underway on the single-phase project, which will contain 135 units upon its completion, scheduled for June 2019. The rental condos will range from 350-square-foot studios for $1,255 monthly, up to three-bedroom, 1,425-square-foot penthouse units for $4,725 monthly. Residents will be within walking distance of a host of restaurants, cultural hot spots, shopping, art galleries, medical centres, universities, and public transport. Unlike typical rental buildings in Montreal’s downtown core, Encore has put an emphasis on quality over quantity, offering many of the finishings, perks, and amenities
We pulled a lot of our inspiration from rental buildings in Manhattan and Europe ... BRITTNEY ROZENBLAT
found in high-end, for-purchase projects and hotels. “We don’t look at our building as a volume-oriented type of project; it’s really a high-end residence,” said Brittney Rozenblat, one of the lead brokers on the project, which is being exclusively represented by Rozenblat Realty Group. “Our residences are designed to feel spacious with highly functional layouts, large floor-to-ceiling windows and neutral colour palettes in the kitchen and bathrooms.” The project offers options for lighter or darker colour schemes, depending on which floor a unit occupies. Many residences feature islands with breakfast counters, large walk-in closets, and European-style appliances with sleek stone countertops. “Our building is brand-new and one-of-a-kind in Montreal,” Rozenblat said. “The city was seriously lacking luxury, high-end hotel-concept rentals. We pulled a lot of our inspiration from rental buildings in Manhattan and Europe, and crafted it so that our tenants will feel like guests with our hotel type of services; we wanted to make sure that no detail was spared when it came to service, design, architecture, and finishings.” In order to achieve the type of hotel feel they’re seeking, Encore’s developers opted to go all out in terms of amenities. “After studying the rental market for months, we realized that — more and more — renters have higher expectations for amenities, so we made sure our building’s common spaces and features are what you’d expect in a new luxury hotel or high-end condo,” Rozenblat said. “We have a 24-hour multilingual concierge, valet service, optional housekeeping, electric car parking, bike storage and keyless entry to residences.” The pet-friendly building also features more than 7,000 square feet of common space on its top two floors and includes a state-ofthe-art gym overlooking Old Montreal and downtown, an indoor saltwater pool, and a sky lounge with a terrace equipped with barbecues and hot tubs. “Encore will also have an elegant entrance for residents, with custom furniture like an imported Italian marble reception desk, and a seating and reading area with a fireplace overlooking the classic Manhattan inspired entrance,” Rozenblat said. “We wanted to create an environment of like-minded individuals who appreciate luxury services and getting their money’s worth.” The developers are hoping to attract a range of tenants, including a mix of executives, young professionals, young families and students. “I think the idea of renting is changing and there really isn’t the same expectation of home ownership anymore,” said Jacob Strich, the other lead broker for the project. “People are realizing there’s a lot of advantages to renting, like not having to carry a mortgage and tie up their money in a down payment.” The market seems to be responding. Despite only being in the preview stage of development, brokers and prospective tenants touring the Encore building currently under construction are renting units on the spot, he said. “We’re finding that our prospective clients are becoming more comfortable with renting as a lifestyle solution and as an alternative to home ownership. “We’re giving people who don’t want to or can’t commit to buying a condo the opportunity to live in a luxury residence with plenty of amenities.”