RioCan living
The Idea
We combine neighbourhood data with qualitative and quantitative research to understand the practical and emotional needs of potential residents. These insights inform each community’s positioning and narrative, guiding placemaking, visual identity, retail curation, resident experience and design playbooks for architecture, interiors and landscape.
Where the Audience is Headed
A
Renters want communities that reflect their needs and priorities.
Each location attracts a different mix of residents with distinct practical needs and emotional motivations. Understanding these audiences helps RioCan create communities with an authentic sense of place and the appeal needed to meet occupancy, absorption and revenue targets.
Where the Brand is Headed
B
From retail property owner to a growing residential developer.
RioCan REIT is Canada’s largest shopping centre owner, managing a $14 billion commercial property portfolio. Through RioCan Living, the company is transforming select retail sites into purpose-built rental communities, each requiring a distinct identity to guide place design and marketing.
Where Culture is Headed
C
Purpose-built rental living is reshaping neighbourhoods across Canada.
As retail properties evolve into mixed-use residential destinations, developers have an opportunity to create places that respond to local needs. Strong community identities help connect new housing with its surrounding neighbourhood and give residents reasons to make it home.
THE Destination
D
A growing residential platform shaped by local insight.
1.
Distinctive community identities developed across 16 locations.
2.
Brand strategy informing placemaking, design and resident experience.
3.
A growing portfolio of residential projects in development, with Blackjet as a strategic partner.
