A Vision for a New Neighbourhood in Lisbon

Residential Development | Marvila

Lisbon, 2024

Projects of Place was engaged to lead brand positioning and creative concept development for a new mixed-use site in Marvila, an emerging neighborhood in East Lisbon. Once an industrial district, Marvila has transformed into a creative hub known for its urban regeneration and cultural energy. The challenge was to position the development as a distinctive destination in an increasingly competitive market while capturing the authentic spirit of the neighborhood's evolution.

We conducted in-depth market research to assess the competitive landscape and identify opportunities for genuine differentiation. Our strategy identified a unique positioning opportunity that set the development apart in a market of sameness—honoring Marvila's creative legacy while establishing a distinct vision for how the neighborhood's past informs its future as a destination for living, working, and culture.

We developed creative concepts and activation strategies that demonstrated how this positioning could be realized, establishing guiding principles to ensure design and programming decisions would remain aligned with the brand vision throughout development and delivery.

The strategy created a foundation for differentiation in Lisbon's rapidly developing eastern corridor, positioning the site with a unique and culturally rooted identity that stands apart from competitors.