I think it is a brilliant marketing on Westbank's part. It's creating a buzz to a lot of people and the public, and sharing/educating the impressive work of BIG to all. Also the numerous talks on architecture, art and design they host to the public is impressive. This is not exclusive to just the real estate industry which most developers tend to do. Westbank mentioned that they have shifted from a condo developer to a cultural developer with their commitment to public art and the art/creative community, such as collaborating with artists, furniture companies, piano companies, galleries/museums, fashion designers, etc. This will be a very public and iconic landmark building so it is great that the public is involved in its development.
Today is the last day of the Unzipped exhibition. It will be dismantled soon and going to the next stop on its worldwide tour which I believe is Shanghai or Beijing. A Christmas market is coming this week with potentially a skating rink on the site as the pavilion is being dismantled, which will take a month to do.