What does it take to market a mixed-use development before it is built?

For 600 Hartz Avenue in Danville we produced a full set that spoke to two audiences at once: an exterior and retail streetscape to help lease the ground-floor shops, and furnished interiors of two home types to pre-sell the residences, tied together by an animation. Marketing a mixed-use address means showing both the public street life and the private homes, so buyers and tenants can each picture themselves in it before completion.

Why render the amenities and not just the homes?

Buyers of a home like this are also buying the shared spaces. We rendered the double-height residents' lobby, the covered entry, and the landscaped courtyard with its barbecue, dining, and fireplace lounge, shown from day into dusk, because those spaces sell the lifestyle around the unit. The amenity views often do as much selling as the kitchens.

Can you show two floor-plan types in the same set?

Yes. At 600 Hartz Avenue we furnished and rendered two home types, Unit C and Unit J1, each with its own kitchen, living space, and detail rooms, so buyers could compare the two layouts directly. Holding one consistent standard of furnishing and finish across both let the homes read as one development while still showing how the plans differ.

Case study

600 Hartz Avenue

A mixed-use development on Danville's main retail street, ground-floor shops beneath 37 luxury homes, visualized from the streetscape to the finished kitchens so it could be pre-sold and leased before the building was finished.

Danville · California

Project at a glance

600 Hartz Avenue is a mixed-use development in the heart of Danville, ground-floor retail beneath 37 luxury residences. NoTriangle produced the renderings and animation that branding agency Meadow and developer The Address Company used to pre-sell the homes and lease the retail while the building was still under construction.

End client: Meadow (branding agency)
Developer: The Address Company
Location: Danville, California
Asset type: Mixed-use, ground-floor retail with 37 residences above
Scope: 16 renderings and an animation
Purpose: Pre-sales and retail leasing marketing
Status: Town-approved 2022, under construction, now selling
Engagement: A full set, from the streetscape to furnished interiors

The film

An animation moving through 600 Hartz Avenue, from the street to the homes

The brief

An Address to Sell Before It Was Built.

600 Hartz Avenue sits on the southern edge of Danville's main retail thoroughfare. The Address Company was building a mixed-use address there, shops at street level and 37 homes above, and needed to reach two audiences at once: buyers for the residences and tenants for the retail, well before the building was finished.

Meadow, the branding agency on the project, brought us in to produce a set that could carry the whole story: the exterior and street frontage, the shared lobby and courtyard, and furnished interiors of two home types, tied together by an animation that moves from the sidewalk to the kitchens.

3D exterior rendering of 600 Hartz Avenue in Danville, a two-story Craftsman-style mixed-use building with ground-floor shops, pedestrians, and a tree-lined street in the foreground. — The full Hartz Avenue frontage, shops below and homes above

3D rendering of the covered open-air lobby entry at 600 Hartz Avenue in Danville, with timber railings, an H monogram gate, pendant lighting, brick detailing, and adjacent cafe seating. — The covered lobby entry, timber railings and the H monogram gate

The shared spaces

Amenities That Sell the Lifestyle.

Much of a home like this is sold on the spaces residents share. Alongside the covered arrival entry, we rendered a landscaped courtyard with pergolas, a barbecue and dining area, and an outdoor fireplace lounge.

The courtyard was shown from day into dusk, so a buyer could picture an ordinary evening at home there rather than read it off a site plan.

3D rendering of a landscaped courtyard walkway at 600 Hartz Avenue in Danville, between residences with planter beds, pergolas, and a private patio with an umbrella. — A landscaped walkway between the residences

3D rendering of a pergola-covered courtyard barbecue and dining area at dusk at 600 Hartz Avenue in Danville, with grills, cafe tables, and flowering planters. — The courtyard barbecue and dining area at dusk

3D rendering of an outdoor courtyard lounge at 600 Hartz Avenue in Danville, with a stone fireplace, lounge chairs, and a residence balcony above at dusk.

The setting

From Daylight to Dusk.

The courtyard lounge was rendered into the evening, with the stone fireplace lit and the residences glowing above. It is the kind of image that sells an evening at home, not a floor plan, and it gives the marketing a mood the daytime shots cannot.

The homes

Two Home Types, Furnished to Feel Lived-In.

We furnished and rendered two of the floor-plan types, Unit C and Unit J1, so buyers could read the space rather than a layout. Unit C runs to a white shaker kitchen with a marble island, an open living room, a primary bedroom, and a green built-in home office. Unit J1 pairs cream cabinetry and a marble backsplash with a sculptural chandelier, an open living-kitchen, and a stone primary bath.

Every interior was styled to a consistent standard, with the finishes shown as they would actually be delivered, so the two plans read as one development while still showing how they differ.

3D rendering of an open-plan Unit C kitchen and dining area at 600 Hartz Avenue in Danville, with white shaker cabinetry, a marble-topped island with bar stools, and a wood dining table. — Unit C, an open kitchen and dining area with a marble island

3D rendering of a Unit C living room at 600 Hartz Avenue in Danville, with a wall-mounted television, a neutral sofa and armchair, and a view through to the adjoining kitchen. — The Unit C living room, open to the kitchen beyond

3D rendering of a Unit C primary bedroom at 600 Hartz Avenue in Danville, with an upholstered bed, framed landscape art, a wide window, and a reading chair. — The Unit C primary bedroom

3D rendering of a Unit J1 kitchen at 600 Hartz Avenue in Danville, with cream cabinetry, a marble backsplash, a central island with seating, and a sculptural linear chandelier. — Unit J1, cream cabinetry under a sculptural chandelier

3D rendering of a Unit J1 open-plan kitchen and living room at 600 Hartz Avenue in Danville, with a marble island, dining seating, and a sofa lounge beside large windows. — The Unit J1 open-plan living and kitchen

3D rendering of a Unit C home office at 600 Hartz Avenue in Danville, with green built-in cabinetry, a curved wood desk, and an olive tree by the window. — Unit C, a green built-in home office

3D rendering of a Unit J1 primary bathroom at 600 Hartz Avenue in Danville, with a floating wood double vanity, a walk-in glass shower, and light stone tile. — Unit J1, a stone primary bathroom

The outcome

Approved, Under Construction, and Selling.

600 Hartz Avenue won town approval in 2022 and is under construction on Danville's main retail street, with the homes now selling. The renderings and animation gave Meadow and The Address Company a complete marketing set, streetscape, amenities, and furnished interiors, to pre-sell the residences and present the retail frontage while the building was still going up.

Because the homes were shown furnished, with finishes matched to what would be delivered, buyers could commit from the visuals rather than a floor plan, and the two home types could be compared side by side. The same set carried the public story of the street-level shops and the private story of the homes above, which is what a mixed-use address needs to sell before it opens.

Questions

Marketing a Mixed-Use Development

What does it take to market a mixed-use development before it is built?: For 600 Hartz Avenue in Danville we produced a full set that spoke to two audiences at once: an exterior and retail streetscape to help lease the ground-floor shops, and furnished interiors of two home types to pre-sell the residences, tied together by an animation. Marketing a mixed-use address means showing both the public street life and the private homes, so buyers and tenants can each picture themselves in it before completion.
Why render the amenities and not just the homes?: Buyers of a home like this are also buying the shared spaces. We rendered the double-height residents' lobby, the covered entry, and the landscaped courtyard with its barbecue, dining, and fireplace lounge, shown from day into dusk, because those spaces sell the lifestyle around the unit. The amenity views often do as much selling as the kitchens.
Can you show two floor-plan types in the same set?: Yes. At 600 Hartz Avenue we furnished and rendered two home types, Unit C and Unit J1, each with its own kitchen, living space, and detail rooms, so buyers could compare the two layouts directly. Holding one consistent standard of furnishing and finish across both let the homes read as one development while still showing how the plans differ.

Services on this project

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