Yorkville Avenue Adds Unique Concept ‘Majesty’s Pleasure’ Amid Neighbourhood Transformation

By Jessica Finch

Toronto’s rapidly transforming Yorkville Avenue has seen some major changes in recent months, including the recent opening of unique spa service provider Majesty’s Pleasure along with various unique initiatives to draw people to the area. Considered to be a premier shopping destination, Yorkville Avenue is located in the heart of Toronto’s upscale Bloor-Yorkville district.

Landlord First Capital Realty owns much of the property in the area, with Yorkville Village consisting of the shopping centre formerly known as Hazelton Lanes, as well as an expanse of street-front boutiques on Yorkville Avenue as well as flagship retail at the iconic corner of Yonge and Bloor Street.

The entirety of Yorkville Avenue is seeing an influx of luxury brands, all committed to creating an experiential shopping experience for consumers. As the area becomes more and more populated, the innovation put forward by each new occupant is increasingly stimulating. 

The newest addition to the area is Majesty’s Pleasure (formerly known as Her Majesty’s Pleasure). Nestled in the pedestrian laneway between a soon-to-open Stone Island flagship and Chanel at 102-108 Yorkville Avenue, Majesty’s Pleasure has created a wholly immersive and experiential destination for anyone looking to pamper themselves while spending time in the upscale neighbourhood. Fusing the convenience of a walk-in nail and blow-dry bar with the downtown feel of a trendy cocktail bar into one hybrid concept, this space portrays luxury. With about 2,500 square feet of space, Majesty’s Pleasure Yorkville offers the brand’s signature range of services including manicures, pedicures, blow-outs, facials, massages, waxing and make-up applications. Included as well are personal lockers, and an exclusive VIP room, not to mention an 800 square foot south-facing terrace equipped with sun chairs with a view overlooking the neighbourhood.

Specific to this location as well, the Yorkville Majesty’s Pleasure offers haircuts and colour services, multi-service chairs to accommodate two services at the same time, couples massages, and a state of the art sterilization room. 

“Majesty’s Pleasure is the ultimate beauty destination where our clientele can spoil themselves in the pleasure of our uniquely designed services specifically tailored to their champagne desires,” says co-founders Jeff Armstrong and Sara Kardan. “Yorkville deserves to have a destination that is just as elevated and beautiful as its neighbours. We are excited to bring our expertise and full range of luxury services to a community that indulges in wellness, beauty and superior hospitality.” 

Open seven days a week from 10am to 8pm, Majesty’s Pleasure is committed to ensuring that the beauty needs of the growing Yorkville area are always met. 

Adding to the invigorating energy on Yorkville Avenue is “Window Wars”, a new pilot digital series bringing retail window displays to life. Launched in collaborative efforts by Toronto Fashion Week and Yorkville Village, “Window Wars” aims to merge the worlds of art, fashion, and film. The pilot series, produced by Toronto Fashion Week and Yorkville Village, seeks to disrupt the traditional retail window display and change how consumers perceive the shopping experience. “WINDOW WARS challenges the traditional notions of retail displays much like how MasterChef did for chefs,” said Melissa Campisi, Director, Strategic Partnerships and Event Marketing at First Capital Realty. “This opportunity offers a unique perspective on how consumers approach the collision of fashion, art and retail – especially in the digital era. It also allows us to create an interactive community experience, engaging with those in the Yorkville neighbourhood – whether they have attended a Toronto Fashion Week event or otherwise.”

Competing to create the most compelling window displays possible, artists Tatjana Green and Krystin Leigh Smith star in the multi-micro webisodes, which premiered on tfw.to on September 19th. The series is in collaboration with Canadian fashion designers showcasing at Toronto Fashion Week. The works are being exhibited at 92 Yorkville Avenue in Toronto from September 5th until October 23rd, in a retail space recently vacated by fashion retailer Diesel.

The 102-108 Yorkville Avenue block, which was recently developed by First Capital Realty, is now fully leased, and hosts many of fashion’s most notable names. Brunello Cucinelli spans approximately 8,200 square feet over three levels — the brand’s largest store in North America. Versace, which held a splashy opening party last week, also resides next to Cucinelli in a two-level, 3000 square foot retail space. Upscale fashion retailer Stone Island will open in the retail space next to Chanel in the first week of November. Majesty’s Pleasure occupies part of the top level of the 102-108 Yorkville complex, and will be joined by high-end Japanese restaurant, Hana, which will be coming soon to the lower level.

Chanel opened its store at 98 Yorkville Avenue in November of 2017. The beautiful 8,550 square foot store features a heritage facade that was once part of the Mount Sinai Hospital.

Across the street from the above block is Canada’s only standalone store for French luxury brand Christian Louboutin, which opened at 99 Yorkville Avenue in the summer of 2016. Streetwear brand Off-White opened at 83 Yorkville Avenue in early 2017, joining the likes of Kiton and Richard Mille, the latter which recently relocated to a stunning second-level space at 135 Yorkville Avenue.

Stan Vyriotes and David Wedemire of brokerage DWSV have been instrumental in transforming the area into a luxury retail destination. They represented Chanel in the deal that saw it move into 100 Yorkville Avenue from the Colonnade at 131 Bloor Street West, and the duo also represented Brunello Cucinelli to move into retail spaces next door, as well as high-end streetwear brand CNTRBND when it relocated to 135 Yorkville Avenue last year. Hilary Kellar-Parsons of Avison Young represented Stone Island for its lease in the 102-108 Yorkville complex.

Landlord First Capital Realty also owns and operates the enclosed Yorkville Village shopping centre across from CNTRBND, which was formerly known as Hazleton Lanes. After an overhaul, the centre now boasts a roster of retailers and restaurants.

Over the next two years, Yorkville Avenue will continue to transform as First Capital Realty leases out retail spaces formerly occupied by Diesel and Anthropologie. The landlord will also redevelop 101 Yorkville Avenue into a new luxury retail development that could include a mix of other uses as well. Other landlords in the area are also redeveloping buildings that will house a range of restaurants and other uses. The redevelopment of Yorkville Avenue is part of a much larger redevelopment play for the Bloor-Yorkville area, which is being positioned as one of the world’s top luxury shopping nodes, according to a recent report by brokerage JLL.

Jessica Finch is a writer and editor based in Toronto. She holds a BA in English and Psychology and is a graduate of Ryerson University’s Publishing program. She has extensive managerial experience in the food service industry, and is interested in exploring innovations within this sector and other retail environments. Email: jessica@retail-insider.com