On a plot of land in Avintes, Vila Nova de Gaia, The architecture studio Segmento Urbano reorganized the construction network, improved the usable area ratio and created a distinct architectural and market concept, which was reflected in a 50% increase in value for the projectsays Maria João Correia, founder of the office with offices in Porto, Lisbon and Luanda (Angola).
As he explains, “the land presented a complex urban framework”, but through the Land Staging methodology it was possible to reposition the asset. Avintes Valley Living presented itself to the market with a contemporary housing proposal in harmony with the land, he says.
Previously, the Urban Segment looked over a lot in Famalicão, “without architectural identity” and transformed the land into the Roots & Wings real estate project, guaranteeing an appreciation of more than 15%. The reinterpretation of space through the lens of Land Staging demonstrated that architecture can be “the starting point for economic value”, argues the studio.
According to the architect, The valorization of the Avintes and Famalicão projects was linked to the strategic decisions taken before the investment, that is, “the redesign of typologies, the optimization of useful areas and the clarification of the construction potential”. This work made it possible to “eliminate uncertainties, define urban planning procedures and generate confidence among investors and buyers”, he emphasizes.
Within the same concept, the studio transformed a plot in Viana do Castelo with an undefined geometry and low market appeal into a proposal for two single-family houses. Under study is a 1500 square meter plot of land in Madeira. Here too the objective is to “transform a disordered asset into a coherent and desirable product, ready to re-enter the market with value”.
As Maria João Correia says, “I was lucky enough to be asked many times ‘What can you do here’ and ‘How much does it cost?’”, and at the same time “I witnessed projects that started at the end, completely neglecting the beginning”, the strategic reading of the terrain. And it was from this experience of the land that the idea of “creating a methodology that values the land before construction, transforming the land into a strategic, sustainable and emotionally relevant asset” emerged.
Land Staging has been registered in Portugal since August, with international extension through the Madrid Protocol, covering the European Union, the United Kingdom, the United States and Switzerland. For the architect, the concept can be replicated in other geographies. After all, “the strategic valorization of land is a universal need” and “the method adapts easily to different urban and cultural realities”.
But, after all, how does the Land Stating method apply to real estate assets? “The starting point is always the territory”, with the objective of “translating the potential of each piece of land into real value”, emphasizes the architect and founder of Segmento Urbano. The process begins with the land study phase (technical, legal and strategic reading), followed by creation (transformation of lot analysis into concrete scenarios of use, image and value) and delivery (structuring of the business model, narrative and positioning for the market). For Maria João Correia, the method results in an “asset with a clear identity, proven viability and greater attractiveness for investors, promoters or buyers”.
A multidisciplinary team is involved in this work. As the person responsible says, “Land Staging integrates architecture, engineering, economics, urban planning, landscaping and strategic communication”. This is because, “the creation of value on a piece of land does not just depend on the design, but on the integrated reading of all its dimensions”, he argues.
In your opinion, “each discipline adds a distinct lens: architecture reveals spatial potential; engineering guarantees technical viability; economics defines the path to profitability; urbanism ensures framing and sustainability; and communication transforms this potential into a clear narrative for the market”.
At the Segmento Urbano studio, created almost two decades ago, 26 people work, supported by around 10 outsourcing employees.