At the start of the new millennium, CentreVenture and the City of Winnipeg launched the Exchange District Waterfront Strategy to revitalize the area, transforming it from gravel surface parking lots and dilapidated properties into a downtown living quarter and destination place. 

CentreVenture released a design competition to develop four parcels along Waterfront Drive in 2004. ft3's submission outlining a cutting-edge, mixed-use building that was stylish, energy-efficient, and environmentally friendly aligned with CentreVenture's vision and was chosen as one of the winning concepts. 

The design of The Strand promoted a healthy 'green' living and workplace spirit while focusing on durable energy and cost-efficient solutions for materials and processes, including using renewable resources for flooring, countertops, and windowsills.

While our initial intent for The Strand was to certify the whole building as LEED, insufficient groundwater resources for a geothermal heating and cooling system forced us to implement an electrical system instead. However, as noted earlier, we incorporated as many LEED-related features as possible into the development.

With commercial space on the first and second floors (including ft3’s Headquarters) and 16 residential condos featured on the top four floors, The Strand offers residents and visitors breathtaking views of Winnipeg's cityscape and Red River.