The client was developing a real estate project that was merging residential, retail, and hospitality areas - multicultural, multifunctional, a 'village of the future’. the location was a neglected gem of the past. peripheral to more traditional retail areas; cultural zones and established residential compounds defined it, while large university campuses and creative districts adjoined it.

the goal was to translate current assets and realities into a sharply differentiated strategic positioning.

the project - including a museum of design - would integrate cultural and service activities by offering a new urban space and a retail vision proposal that could revisit the usual commercial elements. to reach this result, we identified and engaged partners of global standing and executives at the topmost level of individual quality to work with us on the project implementation.

we modeled different scenarios, exploring possibilities and options to build a team that could help us translate the vision into a valuable concept. we formed a group of international cultural operators: a museum, a university, and two highly awarded architects, partnering with them to develop the idea and transform its conceptualization into an executable reality.

in a word, we acted as 'producers'; with our team colleagues and the client leadership circle we formed an advisory council responsible for concept development, aiming to define the area’s strategic positioning and create implementation scenarios offering innovative tenant mix, service proposals and social engagement opportunities. quality of space for a better life became the concept that could integrate the client’s vision, the area development, the local human capital, and the city’s zeitgeist.

the concept and strategic work conducted by praxis – jointly with the advisory council – were, for the client, a sophisticated basis for this project, to also inform and shape the approach to his development of other properties across the country.

project management | new concept development | business data analytics | business planning | operational modeling | omnichannel requirements review | tactical process alignment | partners & talent scouting | distribution analysis & mapping | operational branding | retail and brand identity implementation | project production | advisory