Spun another way:
- In-suite laundry (as opposed to many old apartments)
- Not junky or run-down (as opposed to many old apartments)
- Floor-to-ceiling windows (as opposed to most old and some new apartments)
- No balcony (as opposed to all apartments)
- Not prohibitively expensive or tiny with no storage (as opposed to many new apartments)
- Across the street from Co-op (?)
It's not for everyone - like any development - but it's a compelling niche they cut out there that provides some choice in a fairly boring rental market. Perfect for a person who values location, loves access to grocery stores, believes they will never use their balcony/thinks Calgary has 10 months of winter, likes sunlight, isn't a millionaire but wants more quality than a stereo-typical old apartment.
Trying to convince Calgarians to live unconventionally (e.g. in an old office building) is a challenge but if they market it right, the market probably exists for their offering mix.