Tucked deep in what was once very much a part of Melbourne’s thoroughbred racing scene, the land on which Farmer St stands began its life in 1910 as a horse stable for the nearby Richmond Racecourse. The embodiment of industrial opulence, Farmer St takes full advantage of the unique spaces and possibilities that a former stables environment offers. Soaring double-storey ceilings and voids and vertically suspended fireplaces offer a living experience of a size and scale rarely seen in Melbourne’s inner city. 


Arctic Mirage took to creating a brand campaign encompassing elements of the heritage-listed 1910 equine stables and the industrial opulence and modern-luxe architectural style of the Farmer St development. Bold and edgy, but with a sophisticated foundation, The Farmer St brand reflects the development’s unique aspects: cutting edge architectural design, unrivaled heritage located within one of Melbourne’s most exciting inner city locales.

Farmer St



Marketing Brochure


Lifestyle Photography

Marketing Floor Plans

L2, 433-435 South Rd

Bentleigh VIC 3204

+61 3 9555 2673


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