brand, were showcased via a celebrity chef by-invitation-only dinner party. Promoted as "affordable indulgences," the products range in price from $1.99 to $24.99. "From the smoky bacon marmalade, to the crumbly eight year old cheddar, to the cherry shiraz fruit jelly," the eclectic line-up is designed to compete with specialty stores. Though dubbed "PC Black Label," the brand name doesn't actually appear on any of the items, with its largely black and white packaging and photography the primary clue to the product line's identity: "It goes back to our first successful controlled brand product in a yellow and black package with No Name on it. It wasn’t until six years later that we actually put "No Name" on the packaging," Ian Gordon, vice president at Loblaw Brands Limited, explained. Loblaw has published its own book of recipes. "The Epicurean's Companion" lists an eclectic assortment of dishes prepared using Black Label products including Cheddar Bacon Marmalade Toast and Porcini Glazed Mushrooms with Pancetta. Maple Leaf Gardens In 2004, Loblaw Companies purchased Maple Leaf Gardens, a former hockey arena in Toronto. In 2009, the company announced a project, in which it would partner with Ryerson University to construct a flagship Loblaws store at its ground level, as well as a multi-purpose athletics complex (the Mattamy Athletic Centre) for Ryerson in its upper levels, featuring volleyball and basketball courts, and a full-sized hockey rink. These plans had been delayed due to financial concerns, criticism over the purchase by residents, and conditions imposed by MLSE forbidding the purchaser from unduly using the building as a competing sports venue. The location, Loblaws at Maple Leaf Gardens, opened on November 30, 2011; the 85,000 square-foot store features many historical and architectural features of the old Gardens, including the spot where centre ice once stood. It also features artwork honouring notable events and concerts held at the arena, including murals and a blue maple leaf sculpture (in honour of the Toronto Maple Leafs) constructed from its seating. The store also includes an LCBO location, and a Joe Fresh store. Loblaw executive chairman Galen Weston explained that the store was designed to "[reimagine] the urban supermarket". Choice Properties In December 2012, Loblaw announced that it would spin off most of its real estate properties into a new publicly listed real estate investment trust. The move would allow Loblaw to monetize the value of its real estate holdings, invest