The developers of Mercato Grove had a vision—to create a new kind of apartment community: a seamless weaving of retail and residential, offering residents the very best of downtown Portland in a convenient suburban location. To have broad appeal we needed to position the property as a desirable, enticing destination for residents and visitors alike. As part of our strategy to establish place, we chose to embrace and elevate the suburban location leaning into the idea of "the undowntown". We recommended that we use a single name for the entire community to further enhance the relationship to the retail and dining scene—Mercato Grove, a hospitality-inspired, destination-focused name that could serve the entire community. As part of the strategy to establish a mixed-use destination, we activated 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 pushing the envelope being strategically brave. The property beat its forecasting and is fully leased and up for sale.