Junction resident outraged by blasphemous slogan for lofts

Is it blasphemous or humorous?

Praise the loft, reads a slogan on a tall sign erected outside a church-turned-lofts development that leaves some Junction Triangle residents in a righteous anger.

Daniel Masih is calling for developers to remove the sign from the Union Lofts construction site and to strip the slogan from their website. He started a petition two weeks ago. It now has 33 signatures, he said.

The slogan is in bad taste, said Masih, calling it blasphemous.

Masih, who grew up Catholic in the area, said his mother alerted him to the sign earlier this month.

It made my mom very upset and I couldnt live with myself if I didnt do something, he said. If I was the marketing person for that I would definitely be ashamed.

The project by Windmill Development Group, Cornerstone Lofts Ltd. and One Development is on the corner of Perth and Wallace Aves., an increasingly gentrified neighbourhood.

Its a pun. Its a joke, said Alex Speigel, head of Windmill Development Groups Toronto office. I think people should lighten up.

He said no one involved in the project is anti-religious and the slogan is not blasphemous. It and another prepare to be converted are a whimsical reference to the structures history as a church.

Speigel was surprised by the timing of Masihs complaint, which wasnt made until two years after the sign went up and six months into construction.

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Junction resident outraged by blasphemous slogan for lofts