Fitzrovia
Fitzrovia is a Canadian real estate development and management company headquartered in Toronto. Founded in 2017, the company focuses on purpose-built rental housing and has developed projects and manages rental communities in Toronto and Montréal. As of 2025, Fitzrovia has completed, acquired, or is developing nearly 9,000 rental units in Toronto and Montréal.[1][2][3]
History
Fitzrovia was founded by Adrian Rocca amid growing demand for rental housing in Toronto.[4]
The company's initial major projects included The Brixton and Liberty House in Toronto, followed by its third development, the Waverley, also located in Toronto. The Waverley development replaced the former Hotel Waverly and The Silver Dollar Room at the intersection of Spadina Avenue and College Street in downtown Toronto. The Silver Dollar Room, originally opened in 1959, was designated a heritage site in 2015, necessitating its reconstruction as part of the new development. Key elements such as the original sign, bar, oil murals, and terrazzo flooring were reconstructed to their original specifications. The development followed heritage preservation guidelines established by the City of Toronto. Since completing Waverley, the company has expanded its portfolio across the Greater Toronto Area and into Montréal.[5][6][7][8][9][10]
Fitzrovia's portfolio includes a range of rental housing types, including purpose built multi-family communities, vintage apartments and student accommodations.[11][12][13]
Multi-Family Rental
The company currently manages a portfolio valued at $9 billion in assets [3]. Fitzrovia's portfolio includes purpose-built rental communities such as already built Waverley, Parker, Elm-Ledbury and Sloane; and under development or construction Marlow, Rushden Station, Primrose Hill and 135 St. Clair. These developments are located in urban areas near transit infrastructure.[14][15][16][17][18]
Fitzrovia's development at 6 Dawes Road in Toronto, known as Rushden Station, was described as the largest single-building rental housing project under construction in Canada.[19][20][21]
Partnerships
Fitzrovia has established partnerships with two major professional sports organizations in Toronto. In April 2023, the company became the official rental housing provider for the Toronto Raptors through an agreement with Maple Leaf Sports & Entertainment. In 2024, Fitzrovia announced a multi-year, Canada-wide partnership with the Toronto Blue Jays.[22][23]
Recognition
Fitzrovia has received awards for Customer Service, Design, and Marketing from Building Industry and Land Development Association, the Federation of Rental-Housing Providers of Ontario, and The Ontario Home Builders' Association.[24][25][26] Fitzrovia was listed as a Top Employer by the National Apartment Association in 2021, 2022, 2023, and 2024.[27][28][29][30]
References
- ↑ "Developer makes his pitch: Renting our way out of the Canadian housing crisis". National Post. June 26, 2025.
- ↑ "Toronto real estate developer Fitzrovia launches $1-billion fund to build up city's rental stock". The Globe and Mail. 2024-11-17.
- ↑ "Developer Tells Canadians Priced Out of Home Ownership: It's OK to Rent". Bloomberg. March 26, 2024.
- ↑ Fame (2025-01-30). "Transforming Multifamily Living by Countering Rising Costs with Adrian Rocca, CEO of Fitzrovia". Commercial Real Estate Podcast.
- ↑ "Resubmitted Plans Reveal Redesign for The Waverley | UrbanToronto". urbantoronto.ca.
- ↑ Trapunski, Richard (2021-09-18). "A first look inside the rebuilt Silver Dollar Room". NOW Toronto.
- ↑ "Rental of the Week: $4,500 for a two-bedroom above the old Hotel Waverly and the new Silver Dollar". Toronto Life. 2023-10-17.
- ↑ "Fitzrovia Acquires The Waverley, Rental Project at 484 Spadina | UrbanToronto". urbantoronto.ca.
- ↑ "Fitzrovia Launches The Waverley, a Brand New Boutique Rental Community in Downtown Toronto". www.newswire.ca.
- ↑ "Embracing the rich history of the Waverley Hotel - REMI Network". REMINET.
- ↑ "Toronto real estate developer Fitzrovia launches $1-billion fund to build up city's rental stock". The Globe and Mail. 2024-11-17.
- ↑ "Fitzrovia Proposes Luxurious Rental Development For St. Clair West". storeys.com.
- ↑ "Soaring tower to replace Ontario Government office building in Toronto". www.blogto.com.
- ↑ "City faces urgent need for new rental buildings". Toronto Sun. August 4, 2023.
- ↑ Rocca, Adrian (2025-04-10). "Address Loneliness by Building Communities That Thrive Together". Canadian Business – How to Do Business Better.
- ↑ "How Fitzrovia is changing the rental game in Toronto". Toronto Life. 2024-03-22.
- ↑ "Primrose Hill | UrbanToronto". urbantoronto.ca.
- ↑ "Three Cranes Up at Rushden Station Beside Danforth GO Station | UrbanToronto". urbantoronto.ca.
- ↑ "Fitzrovia Seeks More Height For Milestone Purpose-Built Rental". storeys.com.
- ↑ "Three Cranes Up at Rushden Station Beside Danforth GO Station | UrbanToronto". urbantoronto.ca.
- ↑ "57-Storey Rushden Station Fourth Tower Proposed Beside Danforth GO | UrbanToronto". urbantoronto.ca.
- ↑ "Blue Jays home opener brings out the brands". Media of Canada. April 9, 2024.
- ↑ "Parker by Fitzrovia: the ultimate rental destination for those who refuse to compromise". Toronto Star. 2024-10-07.
- ↑ "Greater Toronto Area 2023 BILD Award Winners Announced | UrbanToronto". urbantoronto.ca.
- ↑ "Winners 2024". OHBA AoD.
- ↑ Maclean's (2025-03-17). "How To Fix Canada's Housing Crisis". Macleans.ca.
- ↑ "NAA Announces 2024 Top Employers Award Winners | National Apartment Association". naahq.org.
- ↑ "2023 NAA Top Employers Winners". NAA Top Employers Award.
- ↑ "NAA Announces 2022 Top Employers Award Winners | National Apartment Association". naahq.org.
- ↑ "2021 NAA Best Places to Work Winners". NAA Top Employers Award.
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