Mercato Grove Photography

Glow up in the burbs.
High fashion meets multi-family. 

As part of the strategy to establish place, our goal was to activate the property through energetic, high fashion photography. We cast a diverse group of models and set to break out of the cliché of clinking wine glasses, walking dogs, cyclists and ladies with shopping bags typically associated with luxury apartment marketing. Our client trusted us to think outside the box and embrace the concept of being strategically brave.

We hired the uber talented photographer Aaron Lee who brings a fresh eye and boyish energy to every shoot. With a modest budget and enthusiastic scrappy attitude, we embarked on a two-day shoot. We set out to activate the myriad of amenity spaces to communicate a unique lifestyle that is available to all who choose to make Mercato Grove home. From staging pasta making to simulating retro swim days in the pool area we sought to bring color, daring and glam to an area previously thought of as “uncool” Not your dad’s apartment building.

The result was a body of images that were carried across social media, print and out reach materials that established Mercato Grove as a lively community and cool destination unlike anything in the 'burbs.