Payce’s game changing project East Village has received national and international acclaim for its innovation and sustainability. Featuring 206 apartments and a sky park the size of a football field high above a globally inspired marketplace, it rewrote the book on retail design and placemaking. Rare worked alongside multi award winning Turner and Koichi Takada Architects to craft a place brand vision, drawing inspiration from New York’s Chelsea Markets and Eataly. Flipping the notion of what sells apartments on its head, the destination vision and experience took centre stage in the brand and marketing, providing East Village a distinct point of difference over competing apartment developments.

Brand Identity
Brand Strategy
Content
Creative
Digital
Environments & Wayfinding