Set within a heritage building with an art deco soul, The Riley Apartments brings Upper West Side living to Sydney.

A modern and flexible brand language has been developed, underpinned by the strategic vision to position the development as one with a refined New York-inspired industrial edge, fused with a subtle Art Deco charm. The result is a contemporary brand identity with an aspirational, nostalgic quality that reflects and romanticises another time & place.

The photography direction encapsulates warmth and emotion. Emphasis is made on the contrasting play of light and shadow to evoke an emotional response to the imagery. Strong, golden afternoon sunlight, flooding through the apartment windows creates a nostalgic moodiness that draws you into the image. Detailed vignettes enhance the unique nature of each apartment and further contextualise opportunities for individual stylistic expressions.