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February 01, 2014

Village Verve

Verve spearheads FRAM Slokker’s Calgary push in 2014

ADVERTISING FEATURE

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The promise of a refined contemporary lifestyle is what buyers can look forward to with Verve’s stylish and functional design, but it is the vast potential for a fulfilling life in East Village that everyone is excited for.

Verve’s developer, FRAM Slokker, is one of the major players in the rejuvenation of East Village. Its several projects here promise to bring a new sense of international sophistication in the city’s multi-family development market that speaks to the city’s image as western Canada’s economic powerhouse.

It’s initial development — FIRST — has done just that and has been extremely successful with almost 85 per cent of homes already sold and construction well underway. Verve is expected to be even better, and FRAM Slokker has brought on the veteran interior design firm of Cecconi Simone Inc. to bring their vision to life.

“We’re very excited to introduce Anna Simone and Elaine Cecconi as interior designers and spacemakers for Verve,” says Fred Serrafero, FRAM Slokker vice-president for development and construction.

The pair has worked in the residential, retail, corporate and hospitality sectors from Canada and the U.S. to Anguilla, Europe, the United Arab Emirates, India and China.

For Verve, the designers didn’t have to look far for their inspiration. “The interior design for Verve draws inspiration from East Village itself and its emerging potential as Calgary’s progressive, urban epicentre, steeped in the city’s industrial past while connected to the local, renewed, natural landscape,” says Doug Convoy of Cecconi Simone Inc.

Simone herself says she sees Calgary as a “city that’s coming of age, actively innovating in many fields,” and the firm has responded to Calgarians’ love of the outdoors, balconies and views in Verve.

Convoy tells Condo Living that the most distinctive aspect of the suites at Verve is that they “maximize the living experience of homeowners, creating a personalized and customized environment” that meets all their needs.

“The suites are crafted with strong attention to views, right through to the exterior beyond, with doors kept away from principal sightlines wherever possible. An open-concept live–cook–dine area offers maximum flexibility and maintains the kitchen as the hub of the home.”

Verve’s newly opened show suite in the East Village Experience Centre succeeds in delivering this message of high style and perfectly functional space. “We’ve renovated our FIRST show suite at the Experience Centre to show a 670-square-foot Verve one-bedroom-plus-den suite, which we think will be a very popular choice,” Serrafero says.

Verve sales manager Sandra Peters says it’s easy to picture yourself living in the suite’s elegantly modern environment that boasts a sleek, chic urban feel in line with today’s modern lifestyle and the youthful, vibrant energy of the city.

“It is designed for modern life, an open concept that uses every inch of space with the convenience of the resident(s) in mind,” Peters says.

Convoy says they are proud of the show suite’s custom, backlit wall of millwork, spanning the full length of the open-concept space, interrupted only by the kitchen in the centre.

Most of what you see in the show suite are standard features in Verve, including the sturdy and stylish Corian countertops, European-style, Cecconi Simone-designed custom cabinetry and island encompassing storage, display, preparation and dining areas.

Pre-finished, European, engineered-laminate flooring blend well with the flat-slab swing doors and sliding doors to bedrooms and closets, achieving a smooth, flawless look.

Verve will have 195 homes in one-bedrooms, one-bedroom-plus-den, two-bedrooms, and two-bedrooms-plus-den configurations. Suites will range in size from 500 to 1,600 square-feet. Hardwood flooring, tall ceilings and windows, and gleaming countertops plus the latest appliances create a stylishly well-designed abode. Prices start in the mid $200,000s.

“Verve will also have an amenity space on the sixth floor, lounge, party room and a spacious terrace, residents and their guests also get to enjoy a rooftop terrace that offers terrific views of the city and the mountains,” Serrafero says.

The modern elegance of Verve’s suites still is just the cherry on top of the exciting, convenient and vibrant lifestyle that awaits you in East Village, and the development’s location is at the very heart of the action.

The 25-storey, mixed-use tower with retail stores at the base will go up along The Riff walkway — a unique, European-inspired pedestrian-friendly street that runs diagonally across East Village’s square street grid at a 45-degree angle.

“The Riff will have a very European sense of style, it will be like what you see in London’s Soho or Belgravia, with unique shops and restaurants. It will be a big part of life and culture in East Village, and Verve will be at the very heart of it,” says Serrafero.

East Village is indeed Calgary’s most ambitious land development plan in recent years and FRAM Slokker is a major partner in the revitalization of this historic community. The Ontario-based developer signed a $300 million land development deal with Calgary Municipal Land Corp. (CMLC) that will see them build approximately 600,000 square feet of mixed-use, multi-family development within the 49-acre master planned community.

Fast Facts
Community: East Village
Project: Verve
Developer: FRAM Slokker
Style: Apartment style condos, and live-work suites
Size: From 500 sq. ft.
Price: In the mid $200,000s
Sales Centre: East Village Experience Centre, 553 Riverfront Ave. S.E.
Hours: Monday to Thursday noon to 6 p.m., weekends noon to 5 p.m., closed Fridays
Website: http://www.thenewcalgary.com

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