Honest Ed’s – The End of a Cultural Icon
/By Rob Cottignies - March 2017
‘The writing is on the wall for Ed’s store just before the closure party’
Very few things in Torontonian culture shone as brightly, or resonated as deeply, as the 23,000 lights on the corner of Bloor and Bathurst did… It is the very epitome of a structure developing a soul. An emotional connection formed with it’s most frequent visitors and the wider public. Many architects would likely trade their entire portfolio of work, for just one project having the kind of affection and sentimentality that Honest Ed’s triggers, both in the hearts and minds of Torontonians across the city, despite it’s uneventful design.
None would argue that the building has any particular architectural merit, aesthetically or otherwise, beyond it’s gaudy but loveable façade. However, it was the use and intention behind the immense structure that gave the building and the location, the character that so many are afraid to lose. As is so often the case with buildings themselves, it was the occupation, use and flow of the space, and the character of the users that created the ‘aura’ of Honest Ed’s.
‘No longer will the corner of Bathurst & Bloor glow with the same fervor of a travelling circus’
In terms of functionality, an incalculable number of working class and immigrant families (much like the owner, Mr Mirvish, before them), fulfilled their daily needs with the bargains found in the store. The upward mobility and growth of so many families were tied inextricably to the accomplishments of the establishment. Despite fantastic profits for years and by-proxy, the gradual enrichment of the Mirvish family, Ed’s was famous for its’ ability to identify with the visiting bargain finders. It was the marketing stunts and events, such as Ed’s birthday event and annual turkey giveaway that endeared him to the regulars so vehemently.
The corner of Bloor and Bathurst became an icon over the decades it grew and changed, seemingly breathing and morphing with its’ surroundings. The store itself has also been featured as a setting or backdrop for many artistic endeavours. Having been featured as a fight location in the original comic ‘Scott Pilgrim’, it was given the theatrical nod by being included in the background, when the 2010 film adaptation was released. It was also featured in other movies and TV shows and even a music video for Toronto singer Jenny Mayhem. Perhaps most interesting, as it relates to the ‘aura’ of Ed’s though, was the 2-month-long art installation in 2009 by Iris Haussler. Entitled ‘Honest Threads’, it essentially loaned clothes provided by Torontonians, to simulate both literally and psychologically the experience of “walking in someone elses shoes”. An extrapolation of the ‘integrity’ theme established by Ed Mirvish at Honest Ed’s, this installation was incredibly popular and thought provoking for participants.
The store that had been a free market, capitalistic powerhouse for almost 2 decades from 1970 to 1990, began to enter decline, 4 years before Walmart came to Canada in 1994. It was the arrival of these big box stores, internet shopping and the dispersion of the working and immigrant classes to the inner suburbs that combined to sound the death knell for Honest Ed’s. Despite never showing a loss in 30 plus years of trading, the writing was on the wall for the store, as the staff declined from 400 to 75 to meet budget cuts. The final blow was delivered by Ed’s son, David, who, lacking the same passion for retail, saw the stores closure and site sale, as essentially cutting losses (‘Honest Ed’s 1948-2016’ by Globe and Mail).
‘The façade never screamed minimalism or thoughtful development’
Interestingly, the demise of Honest Ed’s, parallels the general gentrification and development of the urban areas of Toronto, from the mid sixties/early 70’s to present day. The store was erected during an era of rough streets and pungent air in downtown Toronto, where street gangs were prevalent and bookies ever-present. The years have been kind to this neighbourhood of the city. Today you’re far more likely to see a barista than a bookmaker. Although it still might not be considered one of the most regenerated parts of downtown, it undeniably benefitted from this gentrification during the last 20-30 years.
‘This map taken from an article in the Toronto star shows gentrification of the GTA in the last decade. Darker red indicates a higher percentage gain in annual household income’
Nowhere could this be seen more clearly, than in the plans presented for the redevelopment of the 100 million dollar site. The majority will be residential condos, with new pedestrian walkways and a woonerf on Markham Street, open green spaces and of course, inevitably there will be retail (scaled to match existing shopfronts on Bloor)… But no doubt far more sterile than the incandescent circus that was Honest Ed’s..
‘In this image taken from the developers Sketchup model, one might consider the scale of the development relative to its’ surroundings, excessive, despite reducing it several times (as seen on the developments Planning application).
To their credit, the developers of the Mirvish Village site have tried to incorporate a lot of the principles that the community has cultivated in the last 3 to 4 decades. The 800 plus condos will apparently all be rental units, to address the urgent shortage of rental housing, while also supplying small studio spaces and live/work spaces, to continue accommodating artists and small business entrepreneurs that occupied Mirvish Village beforehand. Beyond the internal space allocations, externally a lot of thought has gone into community use and growth as well. The extensive green space and parks will provide urban pastoral environments for occupants and the wider public, while also incorporating widened sidewalks to Bloor and Bathurst, and a covered public plaza on the iconic corner of Bloor and Bathurst itself.
‘The contradictory nature of progression and change’
The new development will undoubtedly bring increased foot traffic to the area, simply by virtue of it’s thousands of new tenants, which could, in turn, provide increased income to existing commercial properties in the vicinity. It could also theoretically give birth to a new community centralized within the new residential towers. But many feel that the loss of Ed’s, is a loss of integrity, a loss of community and a selling out of the ideals and brand that Ed Mirvish established decades ago. Only time will tell whether the new development can ‘give back’ to the area in the same way many perceived Honest Ed’s to have done, but change is inevitable, and realistically the developers have done their best to maximize the public usability of the proposals put forward..
‘The people of Toronto will miss you Honest Ed’…