Freed Hotel and Residences Celebrity Collaboration

Freed Hotel & Residences (FHR) epitomizes luxury, merging world-class hotel amenities with residential life in the heart of downtown Toronto. Destined to become the city’s premier address, FHR boasts top-tier dining experiences including a sky restaurant and the internationally acclaimed Katsuya by SBE on its second floor. The lobby, adorned with artwork by the iconic Takashi Murakami, enhances this architectural masterpiece designed by the globally celebrated Adrian Smith + Gordon Gill Architecture.



The strategic collaboration with Takashi Murakami, an artist with a significant following of over 3 million on Instagram, has significantly amplified the project's visibility. His vibrant art is a central feature across all brand materials—ranging from the project brochure and website to promotional videos and print advertisements.



The project's prominence was further highlighted during exclusive launch events held in Toronto in late February and early March 2024, which Murakami himself attended. These events, captured through widely shared social media photographs, showcased interactions between Murakami and attendees, adding a personal touch to the campaign. The evenings were made even more memorable with Chef Katsuya serving a specially curated, elaborate dinner for the exclusive gathering.