I'm passionate about giving life to projects before they are even built, share this passion with designers and create relevant innovative designs that help the project thrive.
Let me share with you my design process!
I'm passionate about giving life to projects before they are even built, share this passion with designers and create relevant innovative designs that help the project thrive.
Let me share with you my design process!
Case study #1
The challenge was to
design a product to improve LIVIT's
market positioning
Güemes Garden Mixed-use building
LIVIT Real Estate Developer
Luján, Buenos Aires Argentina.
2015
My role: Design Director
Team: Francisco Fragati LIVIT General Director, AR Real Estate Agency, LVT Architectural Studio, Pacará Landscape designers, The F Render 3D Visualization, Gupi Branding Studio.
1. Market analysis
Through online search, surveys and interviews we started gathering information that could help us visualize which was the best way to go. Once we had identified a good opportunity, we deepended into buyers profiling.
Opportunity:
None "green" project on the market
Buyers profile
Males and females aged 40-70 / Living in Luján
Typical age: 55 / Married: 70% / Online search: 70% Requirements: 0-1 Bedrooms / Financing / Low cost maintenance / Budget up to 90.000 USD
Motivation: Rentable / Profitable / Good quality
Pains: No value proposition. In an heterogeneous market, small investors are looking for stand out products that can help them gain competitiveness
when selling or renting.
2. Business concept
After analyzing all the information we collected, we decided to go with a differentiation strategy, attempting to position in the minds of the buyers as a modern-innovative company that provides unique products.
Multifamily building
with green rooftops
This approach would not only improve the company’s brand image but also make the product itself more competitive. The unique features of the product will make it more valuable.
Acquisition 550m2 / City center
Highest and best use: 12 units / 45m2 each
3. Design strategy
Green is the new luxury
So we decided that the project should reflect a successful, modern and unique lifestyle.
This lifestyle perspective works in two levels:
- It works well with investors as it expresses how this acquisition can impact their own lifestyles
- It also helps investors connect with consumers in terms of desirable product and competitiveness
Design, as a whole, must emphasize the uniqueness of the building while communicating LIVIT's values in regards to urban wellness and biophilic design.
Innovative, modern, stylish.
Green, simple, relaxed.
Design deliverables
After several meetings along LIVIT's General Director and AR Real Estate's Director, we finally agreed on strategies and requirements. In a design brief we established deliverables and scope of the project, timing and budget.
In this case, work packages were:
* Architectural project
* Landscape project
* 3D Visualization
* Branding
* Merchandising
Case study #2
Our mission was to
design a product that enabled LIVIT to reach for new buyer profiles.
La Estrada Suburban housing
LIVIT Real Estate Developer.
Luján, Buenos Aires Argentina.
2017
My role: Design Director
Team: Francisco Fragati LIVIT General Director, Gowland Real Estate Agency, LVT Architectural Studio, Pacará Landscape designers, The F Render 3D Visualization, Gupi Branding Studio.
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1. Market analysis
Through online search, surveys and interviews we started gathering information that could help us visualize which was the best way to go. Once we had identified a good opportunity, we deepended into buyers profiling.
Opportunity:
Unfulfilled demand for first-home buyers
Buyers profile
Males and females aged 25-40 / Living in Luján
Typical age: 33 / Married: 80% / Online search: 75%
Requirements: 3-4 Bedrooms / Garden / Financing / Low cost maintenance / Budget up to 120.000 USD
Motivation: Big house with garden / Friendly neighborhood / Kids playing on the streets / Pets / Swimming pool
Pains: Affordability. Young couples' first choice would be a house in a gated neighbourhood but they can't access financing and even if they could, the maintenance costs would be too high.
2. Business concept
After analyzing all the information we collected, we decided to go with a cost leadership strategy, establishing a competitive advantage by having the lowest cost in the market.
Attached housing for first-home buyers
Advantages: Similar qualities of a gated neighbourhood / Reduced construction cost / No building expenses = Low cost of maintenance
Acquisition 11 residential lots - 300m2 each / Located in a growing neighborhood near the city center / All lots situated on the same dead end street
Highest and best use: 2 houses per lot / 110m2 each
3. Design strategy
Community + nature
The suburban lifestyle dream
So we decided that the best way to connect with first-home buyers would be to communicate the ideal lifestyle -what everybody wants.
Simple, relatable aesthetics.
Imaginary:
Family, nature, security.
Tradicional, comfortable, dreamy.
Design deliverables
After several meetings along LIVIT's General Director and Gowland Real Estate's Director, we finally agreed on strategies and requirements. In a design brief we established deliverables and scope of the project, timing and budget.
In this case, work packages were:
* Architectural project
* Landscape project
* 3D Visualization
* Branding
* Merchandising
Case study #3
The challenge was to
design a product that allowed LIVIT to enter a new market.
VIVE CERVANTES Multifamily building
LIVIT Real Estate Developer
CABA, Buenos Aires Argentina.
2021
My role: Design Director
Team: Francisco Fragati LIVIT General Director, Martín Puras Associate, A4 Real Estate Agency, ADF Architectural Studio, Pacará Landscape designers, CR 3D Visualization, AURA Branding Studio.
LIVIT is a seven-year-old firm based in Luján.
The next step in its expansion plan is to enter to Buenos Aires, a much bigger and competitive market.
But, which would be the most appropriate strategy for market landing?
Design process is coming soon.