Divine Living: Marketing and Selling Churches as Lofts in Toronto, Canada

AbstractIn recent years, a growing number of churches no longer used by religious groups have been converted to loft housing. Church lofts offer consumers heritage architecture and unique aesthetics, elements that distinguish these spaces in the housing market. In order to sell converted churches as viable homes, however, developers and their marketing teams deploy a variety of marketing strategies. Through an analysis of advertising media in Toronto, Ontario, in this paper, I show how former churches are repackaged and promoted with a heritage identity that fits a normative ideal of upscale loft living. In particular, I analyse three central marketing themes: the reinvention of a church to a house and home, the production of identity through place names and the representation of church lofts in the urban landscape. Woven together, these themes rewrite a building’s religious past and legitimize an emerging housing market that makes use of built religious heritage.