December 11, 2025
Midway through 2025, The Initiative commissioned Neil Minuk to draft plans for a renovation of 507 Gertrude Ave into The Marshall McLuhan Centre. Here is the plan that was submitted.
With this design, we would be able to accomplish all of our aspirations for The Marshall McLuhan Centre, including
- accommodations for a scholar- and student-in-residence
- office space shared between them and The Initiative;
- an intimate gathering space accommodating 10–20 people in the living/dining room area in the original building which could be rented out to like-minded groups and individuals
- more storage space; the façade and a museum room restored to the period 1920–1934
- a safe environment for the library in the basement; space to display McLuhan materials and memorabilia
- an experimental space accommodating 70–80 people where films and presentations could be enjoyed, and doubling as a gallery, which could also be rented out to like-minded people.
This new construction would be both welcoming and fascinating, bringing to mind Howard’s riff off of McLuhan aphorism, “The medium is the message”: “Come for the message; stay for the medium.”
At The Initiative’s Board meeting of Dec. 10, 2025, it was decided that we need to go back to the drawing board, so to speak, as the exterior of the proposed addition was deemed inappropriate for the neighbourhood. Stay tuned for further developments!