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The Globe and Mail | Your wish is their command

November 16, 2012

The Perry at 128 Pears Ave. is providing more than stylish amenities such as a piano bar. Buyers will receive a one-year executive concierge membership they can use for things such as front row seats at fashion shows or to import fine wine.

Buyers at the new luxury condominium The Perry are getting an attractive perk when they move into their new suites in late 2014: a year’s membership to the global executive concierge service Quintessentially.

While The Perry will have its own 24/7 concierge stationed in its lobby to handle duties including security, summoning taxis and accepting deliveries, Quintessentially will take the services available to a whole new level.

The company, with offices in 62 cities in 48 countries, can fulfill a wide range of client requests. Want front row tickets to the latest Broadway hit, Paris fashion show or sold-out Madonna concert? No problem. Care to surprise your husband with a flight in a fighter jet or delight your lady love with a rare bottle of wine from a French vineyard? Consider it done.

The concierge membership was a way to help distinguish The Perry from other luxury projects and fit well with some other firsts it will bring to the North American condo market, says Maryam Mansouri, vice president of Mansouri Living, developer of The Perry.

“This is a high-end project and the nature of the building is very boutique, with 11 storeys and just 45 suites,” says Miss Mansouri. “It was important for us to find a balance of luxury services while still trying to keep maintenance fees reasonable.”

The Perry at 128 Pears Ave. in the prestigious Yorkville/Annex neighbourhood is the first condominium in North America to feature custom kitchens, vanities and wardrobes by Poliform as standard. Poliform, an international leading design firm with headquarters in Milan, recently opened a showroom at 99 Jarvis St. and its designs are created in collaboration with the world’s top designers. Construction on The Perry will begin in early spring. About half of the suites have been sold, with remaining suites for sales ranging from 557 to 3,000 square feet and priced from the high $300,000s.

The Perry will be the first condominium in the city to provide Gaggenau appliances as standard, which are pre-eminent luxury restaurant-grade appliances for the home.

Miss Mansouri says as a lifestyle luxury group with offices throughout the world, Quintessentially was a great partner for The Perry and consistent with the other top-end brands offered there.

“The brands we’re offering are almost unconventional and uncompromising in quality,” says Ms. Mansouri. “Quintessentially offers worldwide, 24-hour, 365-day-a-year service to our clients, whether they purchase a 500 or 3,000-square-foot suite. They will interview our clients and cater the services to their lifestyle and needs.

“While we will have 24/7 front desk concierge at The Perry for security, mail and deliveries, this will extend the services outside the realm of your home to this private members’ club.”

Miss Mansouri says what buyers appreciate about The Perry beyond the tangibles such as the architecture and high-end finishes, is the lifestyle it will provide. The concierge membership provides added value to that lifestyle, whether buyers seek tickets to theatre shows or film festivals, exclusive health and beauty deals or need more practical assistance, such with as property management or packing of their items and coordination of their move to The Perry.

Quintessentially originally started in England and its Toronto office has been open for two years. New CEO Thomas Pigeon was an Elite member before taking the helm in Toronto.

“Our clients have outgoing, socially engaged lifestyles and tend to be very successful business owners, CEOS, and the social elite,” explains Mr. Pigeon. “They are very well travelled and socially experienced and 90 per cent urban in their base. They go to TIFF, they want front row seats at Fashion Week, they want to be at new restaurant openings. They want the right travel, the right seat, they want people that know them intimately.”

Quintessentially members are personally greeted by company representatives whenever they travel to the 62 cities where its offices are located.

“Clients are pre-qualified and must have a certain income bracket but we don’t accept everyone,” says Mr. Pigeon. “And it’s not about how much money you spend. These are appreciators of the finer things of life and most members tend to be well-mannered business executives.” However, global members also include royalty and celebrities, he says.

Quintessentially can arrange for memorable international getaways, such as skiing at St. Moritz or watching grand prix car racing in Monaco (last year, Prince Albert of Monaco provided his yacht for a private black tie event for Quintessentially members).

“There’s very little we don’t do,” says Mr. Pigeon. “Our range goes from glamorous and exotic to the fairly conservative and mundane. We will find a personal dog walker, arrange a private birthday party. We can do private shopping – for example, obtain that Hermes collection bag from Paris.”

Requests from local clients have included finding makeup not available in Canada to be delivered to a client’s lady friend and arranging for shipment of an alpaca from Montreal to China.

While The Perry buyers will be receive a one-year membership included with their condo purchase, Quintessentially membership is available to others who qualify at three different levels, priced at $5,000, $20,000 and $45,000 a year depending on the level of service required.

Mr. Pigeon says Quintessentially’s Toronto ofice has “a number of conversations going on” with other high-end condo developers about providing executive concierge packages the developers can offer to their potential clientele. “It’s certainly a growing part of our business.”

“Our buyers are so excited when they learn this is included with their suite purchase. It’s an extra perk,” says Miss Mansouri. “We go through all the components of the project, all the amenities, then tell them in addition they’ll get this. Everyone is thrilled, especially when they learn they can have it personalized to their needs. There’s not one type of package for everyone. It’s tailored to them, the same as the essence of The Perry.”

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