Hands On - By Capa

1. The challenge — Setting the context

Life Imbuí emerged from a clear challenge: to transform perceptions of the neighbourhood without erasing its identity. Imbuí, a centrally located area of Salvador, benefits from a strategic location and excellent transport links, yet many perceived it as outdated, with generic real estate products and limited property appreciation.

At the same time, the neighbourhood had always had a life of its own: supermarkets, schools, sports facilities, a street market and a direct connection to the metro. Together, these elements formed a vibrant urban culture that remained largely invisible to the property market.

The neighbourhood needed to be seen through a different lens, without denying what it already was.

2. The concept — The guiding idea

More than a name, the “Life” concept represented a shift in perspective. The aim was to create a product that expressed a new chapter for Imbuí, aligning architecture, interiors and communication with a more contemporary understanding of urban life.

Developed in collaboration with architect Ricardo Farias, the building’s façade conveyed lightness, urban rhythm and accessible elegance.

The name, product and communication all told the same story: Life was not an outsider in the neighbourhood, but a catalyst for its new phase.

3. From project to product — Bringing the concept to life

The development’s distinctive features are evident when visiting Life today: a coworking space, fitness centre, residents’ lounge, swimming pool and integrated shared spaces that are actively used. Everything was designed for an audience seeking practicality, mobility and connection.

One example of this differentiation can be found in the interior design of selected apartment layouts. A sliding timber panel between the kitchen and living room allowed residents to explore different ways of using the space, either opening it completely or closing it off whenever desired.

Solutions such as this demonstrate how a product can be shaped around its target audience, revealing possibilities they may not even have realised they wanted.

4. The visual narrative

The neighbourhood photography was produced with a thoughtful eye. It captured Imbuí’s vibrant everyday life: the metro, skateboarding, sport, the street market and its people — everything that shapes the real neighbourhood.

Alongside these images were photographs of the building, its façade and interiors, all presented through a cohesive visual language. The photography helped tell the story of a neighbourhood in transformation, with Life playing an active role in this change.

The architectural renders were developed with a distinctive and authentic mood, avoiding generic imagery. The aim was to align what was communicated with what would ultimately be delivered. The visual identity was consistent with the product, and every detail spoke to the lifestyle it proposed.

5. The campaign

The campaign featured a launch film that combined real scenes of the neighbourhood with footage of the development.

The result was a fast-paced, youthful and urban narrative that showed Imbuí reinventing itself.

6. Results — What impact did the project create?

Life achieved strong sales momentum, particularly among buyers from Imbuí and the surrounding areas. The project significantly strengthened the perceived value of the Costa Andrade brand.

It also confirmed that the spaces conceived for the development are genuinely used by residents — from the coworking area and swimming pool to the residents’ lounge.

This new perspective resonated throughout the neighbourhood, inspiring other developments and new ways of thinking. Life marked the beginning of a new urban cycle for Imbuí.

The partnership between Capa and Costa Andrade — combining a concept-led, human-centred approach to product development with one of Salvador’s most established and respected construction companies — became an important presence in the city’s property market.