Oakville Town Council in Ontario, Canada, has unanimously approved The Rose Corporation’s Official Plan Amendment (OPA) and Zoning By-law Amendment (ZBA) applications for a large-scale redevelopment at 420 South Service Road East.
The project, situated on the former General Electric (GE) manufacturing site east of Trafalgar Road, is claimed to be the largest redevelopment parcel in Midtown Oakville.
The planned transformation will see the 27-acre brownfield site converted into a master-planned, high-density, mixed-use community.
According to The Rose Corporation, the development is expected to deliver approximately 5,600 homes across 14 buildings at full build-out, along with significant ground-floor retail spaces, non-residential uses, and about five acres dedicated to parks and open space.
Enhanced transit access is a central element of the project. Plans include a new transit stop within the site itself, which will be served by both the proposed Trafalgar Road Bus Rapid Transit line and regional GO bus services.
The Oakville GO Station, ranked as the second-busiest in the GO Transit network, lies within about a ten-minute walk, offering future residents multimodal connectivity.
The council approval followed a positive recommendation from municipal planning staff and strong endorsements from local resident associations.
During the planning process, The Rose Corporation reportedly engaged in extensive consultations with town staff, council members and residents, incorporating feedback into the evolving proposal.
Public commentary at the council meeting highlighted the developer’s approach to community engagement and the project’s consistency with Oakville’s broader Midtown vision.
The Rose Corporation president Daniel Berholz said: "From the beginning, we believed the best communities are created together. The ideas, questions and feedback we received from council, town staff and residents challenged us to think differently and ultimately helped us shape a plan that better reflects Oakville's vision and the community's priorities.
"We are excited to build on that collaboration and transform this remarkable site into a vibrant new neighbourhood that future generations of Oakville residents will be proud to call home."
Design inspirations for the project are drawn from Oakville’s established downtown streetscape, with features including an integrated park loop, a retail-focused “high street”, two public plazas, a “Bentway-style” activated underpass, and a timber-beam pedestrian bridge providing a safe crossing over a planned arterial road.
The company has assembled architects Graziani & Corazza, landscape architects SLA, and Allies and Morrison to oversee the site’s design.
Construction is anticipated to begin in late 2027, with the initial phase focused on a purpose-built rental apartment building.
The Rose Corporation stated it would continue collaborating with government partners at all levels to coordinate infrastructure planning and deliver new rental housing as the project advances.
