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Developers aim to stand out in Phoenix with Mario Kart-inspired rentals

Rainbow Road building aims to stand out in construction hot spot
Rainbow Road Apartments in downtown Phoenix joins a competitive mix of new multifamily development in the area. (CoStar)
Rainbow Road Apartments in downtown Phoenix joins a competitive mix of new multifamily development in the area. (CoStar)
By Ron Davis
CoStar News
March 6, 2026 | 8:56 P.M.

Developers are tapping into nostalgia for a classic Nintendo video game to help their apartments stand out in downtown Phoenix, an area seeing a surge in multifamily construction.

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News | Developers aim to stand out in Phoenix with Mario Kart-inspired rentals