Novel – Rino

Client Overview:
Creative Director Peter Paul of Trend Factory NYC partners with Luxpiration to form a new partnership – Lux Trends.

We had the opportunity to collaborate with Crescent Communities on their luxury apartment property, Novel RiNo , located in the heart of Denver’s vibrant River North Art District. Designed to merge upscale living with community-driven energy, Novel RiNo is home to a range of premium amenities and an eclectic mix of on-site businesses including Odie B’s Restaurant, Magna Restaurant, Corvus Coffee, Sunnyside Floral, and Sorry Gorgeous Cocktail Lounge.

Objective:
The primary objective was to capture the lifestyle, aesthetic, and energy of Novel RiNo through dynamic photography and video content. The goal was to visually communicate the essence of living at Novel RiNo—not just as a place to reside, but as a hub for culture, connection, and elevated living. Content would be used for digital marketing, leasing campaigns, and brand storytelling across platforms.

Strategy:

1. Creative Direction & Concept Development:
   We crafted a lifestyle-forward visual narrative centered around real moments, vibrant culture, and the unique integration of living and local business within the building. The concept was designed to reflect the rhythm of everyday life at Novel RiNo—from morning coffee runs to vibrant evenings out.

2. Full Property Coverage:
   We conducted a comprehensive shoot covering Novel RiNo’s modern apartments, thoughtfully designed amenity spaces, rooftop views, co-working areas, and fitness center—ensuring potential residents could envision themselves immersed in the lifestyle.

3. Business Integration:
   We highlighted the in-building businesses as key lifestyle anchors. Each brand was captured authentically in its element: the craftsmanship at Corvus Coffee, the vibrant energy at Magna, the lush visuals of Sunnyside Floral, the upscale cocktails at Sorry Gorgeous, and the approachable dining at Odie B’s. These features served to elevate the appeal of Novel RiNo as more than just a residence, but a destination.

4. Cinematic Videography & Editorial Photography:
   High-quality photography and video were executed to match the elevated tone of the property and its surroundings. Visuals focused on natural lighting, intentional framing, and storytelling to evoke a feeling of aspiration and belonging.

5. Post-Production & Deliverables:
   A curated suite of edited images, social media-ready visuals, and a brand film were delivered, designed to work seamlessly across leasing platforms, social media, and email marketing campaigns.

Results:

• The content significantly enhanced Novel RiNo’s digital presence, leading to increased engagement on leasing platforms and social channels.

• Crescent Communities praised the editorial quality of the work, noting its versatility across platforms and resonance with the target demographic.

• The business features created a cross-promotional opportunity for all vendors, boosting foot traffic and elevating the sense of community within the space.

Conclusion:
Through intentional storytelling and a lifestyle-driven creative approach, Luxpiration helped Crescent Communities position Novel RiNo as one of Denver’s most desirable living experiences. This project demonstrated our strength in capturing spaces not just as physical locations—but as immersive environments that reflect the culture, creativity, and character of a community.

Project Team:

Creative Direction: Creative Director Peter Paul of Trend Factory NYC partners with Justin Great of Luxpiration to form a new partnership – Lux Trends.

About Lux-Trends:

Lux – Trends is a boundary-pushing brand marketing agency built for the culture-forward, digitally native generation. We craft bold strategies, immersive experiences, and impactful storytelling that drive real connection between brands and their audiences. From concept to execution, we transform ideas into cultural moments that move markets.

Contact Info:

917-536-2964

Trendfactorypeterpaul@gmail.com