The redevelopment of a 366,000 sqm area in Milan’s former historic Trade Fair district, la Fiera di Milano, involves construction of an entire, integrated neighbourhood consisting of a park of 160,000 sqm (the second largest in Milan), extensive infrastructure (road network running entirely underground and a new metro stop) a Shopping
District, entertainment and food&beverage facilities, as well as residential and office spaces in the 3 towers which are symbols of the scheme and which bear the signature of international starchitects such as Libeskind , Hadid and Isozaki. To date over 530 apartments have been completed, out of a total of 1,200.
We operated as a local partner in order to develop this initiative for residential use.
We made a social and demographic analysis using our database as well as data from institutional sources. We also analysed the market demand for this kind of product in the area. We provided as well a survey on a specific focus group of 1500 clients.
All the results of the research were condensed in a final document with definition of reference values.
Based on the previous analysis stage and on our expertise, we redefined the project in collaboration with the design and engineering team.
Communication & Promotion
We monitored the prospect perception on the product and conceived consistent a commercial approach.
We also selected the communication and ADV agencies. In addition we collected the projects and supervised their estimated costs.
In conclusion we supported sells with our agency activities.
We served as real estate agency conceiving commercial plans and strategies with the outcome of more than 250 units sold in less than four years.