Residential Development | Marvila

Lisbon, 2024

Selva is a new mixed-use development in Marvila, East Lisbon, developed by Mazarik and Dome Invest. Once an industrial district, Marvila has become one of Lisbon's most compelling emerging neighbourhoods — a creative hub with genuine cultural energy and a rapidly developing property market to match.

The brief was to establish a positioning for the development that was both distinctive and authentically rooted in the neighbourhood. With increasing competition in the eastern corridor, standing apart required more than good design — it required a clear point of view on what Selva stood for and who it was for.

I conducted a competitive assessment of the market and developed the brand positioning and creative concept — a strategy that honoured Marvila's creative and industrial legacy while defining a clear vision for the development's role in the neighbourhood's future. Guiding principles were established to ensure design, programming and communications decisions would remain aligned with that vision throughout delivery.

Positioning strategy · Residential development