It's a good advertising strategy, so far. I look forward to seeing something more specific about the building.
The location is not the best, and will require some real marketing effort. Bloor and Lansdowne does not have the best reputation, and the area of Dupont and Lansdowne is if anything worse. That big high-rise at 1011 Lansdowne is widely known as a high-rise slum, home of drug pushers etc.