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Toronto’s rental market takes a progressive step forward this Pride Month with the official opening of Story of Midtown Toronto. Designed by WZMH Architects for Hazelview Investments, the 38-storey purpose-built rental at 73 Broadway Avenue is now recognized as Canada’s first residential rental to receive Rainbow Registered accreditation, a designation awarded to organizations that have demonstrated concrete commitments to creating inclusive and affirming environments for the 2SLGBTQI+ community.
While much work remains to build truly inclusive communities, the accreditation is a notable step forward on the real estate front. The Rainbow Registered program, developed by the Canadian 2SLGBTQI+ Chamber of Commerce in partnership with Tourism HR Canada, is a national accreditation that recognizes businesses and organizations committed to safe, affirming spaces for 2SLGBTQI+ customers and staff. Backed by a detailed assessment, the program establishes a consistent quality standard that goes beyond inclusive policies to measurable practices.
Located just east of Yonge Street, the infill project replaces the west wing of a 10-storey apartment complex with a high-rise, introducing 336 market-rate rental units to Midtown Toronto near the Yonge–Eglinton intersection. In becoming the first residential rental building in the country to receive this designation, the rental community reflects a tangible commitment to inclusion, at a time when protections and visibility for queer and trans communities are under threat in many parts of the world.
As part of the accreditation, staff undergo mandatory training on unconscious bias, pronoun use, and inclusive language, while resident communications and internal policies are shaped by clear accountability measures. These include annual policy reviews and signed employee commitments that reinforce consistency across the building’s operations.
The development also incorporates symbolic and practical gestures that signal belonging year-round. These include inclusive visuals like Pride-branded email signatures, signage, and a volunteer day for staff supporting community causes.
“Earning the Rainbow Registered accreditation is a proud milestone that reflects our dedication to creating safe, welcoming spaces where everyone feels a true sense of belonging,” said Jasmin Pirani, Partner of Marketing and Social Impact at Hazelview.
Beyond its inclusive framework, Story of Midtown Toronto offers resident perks with a rounded focus on well-being. All tenants receive complimentary Maple Healthcare virtual services, including access to mental health professionals, along with a Peloton membership for home-based fitness. These offerings are paired with exclusive programming and concierge-style services.
At a time when many organizations are retreating from DEI initiatives, the project highlights the role private developers can play in advancing equity through the built environment. “This milestone reflects a powerful commitment to inclusive housing—one where 2SLGBTQI+ residents are not just welcomed, but meaningfully supported,” shared Connor McKiggan, National Business Development Manager at the Canadian 2SLGBTQI+ Chamber of Commerce.
UrbanToronto will continue to follow progress on this development, but in the meantime, you can learn more about it from our Database file, linked below. If you'd like, you can join in on the conversation in the associated Project Forum thread or leave a comment in the space provided on this page.
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UrbanToronto has a research service, UTPro, that provides comprehensive data on development projects in the Greater Golden Horseshoe — from proposal through to completion. We also offer Instant Reports, downloadable snapshots based on location, and a daily subscription newsletter, New Development Insider, that tracks projects from initial application.
