More Than Neon: The Return of Honest Ed's Sign as a Neighborhood Anchor
AI-generated image · Bay Street Wire
In a landscape of rising glass towers, the reinstatement of a vintage marquee in Ed's Alley serves as a tangible link to Toronto's bargain-store history.
For over eight years, the intersection of Bathurst and Bloor has felt the absence of the neon glow that once defined Honest Ed's. Following the store's demolition in 2018, the site transitioned into Mirvish Village, a modern development characterized by five rental buildings reaching up to 26 storeys. However, as reported by blogTO, a piece of that lost history has officially returned.
A vertical, arrow-shaped neon sign, featuring the "Honest Ed's" name surrounded by incandescent lighting, has been reinstated in its approximate original location within Ed's Alley. This laneway, which runs north-south between Markham and Bathurst streets, is being reimagined as a public realm upgrade. According to blogTO, this marquee is the first of several signs and lanterns expected to illuminate the alley.
While the store was widely known for its circus-themed signage installed during a 1984 expansion, blogTO notes that this specific reinstated sign is actually older than those famous frontages. This makes the marquee not just a piece of vintage kitsch, but a more significant historical marker for a site that predates the current development.
The return of the sign coincides with the broader vision for Mirvish Village, developed by Peterson. The project, designed by Diamond Schmitt Architects and Vancouver-based Henriquez Partners Architects, seeks to blend high-density residential living with community-focused spaces. Central to this is the revitalization of Ed's Alley, which will house 25 micro-retail units.
These units are intended to function as incubator spaces for entrepreneurs and startups. As reported by blogTO, the developer has structured these spaces to remove traditional barriers, requiring neither long-term leases nor deposits to lower the risk for new businesses.
By weaving these low-barrier retail opportunities and historical markers into a neighborhood of towering condos, the project attempts to maintain a sense of identity. The neon arrow serves as a glowing reminder of the area's roots, ensuring that as the skyline grows, the memory of the bargain store's legacy remains visible to those walking the alley.