In 2003, Canderel acquired the 1883 heritage building that once housed the Massey Harris tractor factory and created one of Toronto’s first authentic loft conversions. RAD Marketing engaged Cecconi Simone, an interior design firm to convert the unique spaces into something more modern using space saving furniture and kitchen designs unique to that time. An innovative, grass roots marketing and sales campaign created momentum and resulted in selling majority of the suites in just weeks of launching.