A Vision for a New Neighbourhood in Lisbon

LISBON 2024

BRAND STRATEGY

RESEARCH & MARKET ANALYSIS

ACTIVATION STRATEGY

CREATIVE CONCEPT DEVELOPMENT

Projects of Place was engaged to lead the first phase of 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 vibrant area known for its creative energy and urban regeneration. Our goal was to shape a brand identity that captured the spirit of this evolving area while positioning the development as a key destination from its competitors.

We began with in-depth market research to assess the competitive landscape and identify opportunities for differentiation. This research guided the creation of a distinct brand positioning, emphasising the site’s connection to Marvila’s dynamic past and present, while also showcasing its unique mix of spaces for living, working, and leisure.

In collaboration with the design team, we refined creative concepts and activations that align with the site's evolving identity. Additionally, we developed guiding principles to ensure the design and activation strategies stayed true to the brand’s vision.

By drawing on Marvila’s rich past and exciting future, we successfully crafted a strategy that establishes this mixed-use destination as a forward-thinking, culturally vibrant hub in Lisbon.