Hands On - By Capa

1. The challenge — Setting the context

Corredor da Vitória is one of Salvador’s most iconic and highly valued locations. Known for its views over the Bay of All Saints, it represents an important part of the city’s heritage: a neighbourhood of striking beauty, a coveted address long associated with prestige and an atmosphere of elegance and refinement.

Its landward side, however, had been overlooked. There, the real estate market continued to reproduce conventional formats, with a focus on large floor plans, exclusively residential use and conservative architectural language.

We had an excellent site that, for many years, had been home to ACBEU Vitória, the city’s leading English-language school, as well as Teatro ACBEU, a theatre much loved by the surrounding community. The place carried a strong sense of attachment, cherished memories and nostalgia.

This presented us with a significant challenge: to introduce a new perspective that was sophisticated, functional and connected to the present, while preserving respect and reverence for the past.

We needed to conceive and present a development that could revitalise this part of the neighbourhood and offer a new way of living and working.

2. The concept — The guiding idea

From the outset, the concept was clear: a development that could be anywhere in the world — but fortunately, it is in Salvador.

This positioning captured the cosmopolitan moment experienced by both the city and the companies involved. While working on projects across Brazil and Portugal, they remained deeply rooted in Salvador.

Alive was conceived as the beginning of a new contemporary era for Corredor da Vitória: a starting point for the many transformations the neighbourhood needed.

A place to live with ease, work independently and connect with the city from a privileged location. The name expresses the energy of being alive, with freedom, movement and purpose.

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

We wanted a showstopping architectural project: one that would signal positive change, preserve the site’s most meaningful memories and, at the same time, move confidently towards a new chapter.

For this reason, we selected GAM Arquitetos. The studio immediately understood the proposal and designed an exceptional product. Alive features an iconic and timeless façade, clean lines, a neutral palette and expressive volumes.

The active ground floor broke away from the prevailing enclosed model by connecting the development to the street through retail spaces and offices. It was an unprecedented approach for the area and entirely aligned with our original vision.

The shared spaces were designed with close attention to every detail of the concept: a rooftop with panoramic views over the bay, a fitness space with large windows opening onto the horizon, a fire pit, coworking facilities and open social spaces.

Today, these areas are vibrant and in constant use, demonstrating the connection between the original vision and the residents’ real-life experience.

4. The visual narrative

The visual campaign needed to portray Corredor da Vitória from a new perspective: its enduring beauty, combined with the possibilities of a future that had already arrived.

To achieve this, the campaign explored unexpected angles that showcased both the neighbourhood and the development, enhancing the value of each. The architectural renders featured natural textures, soft light and a sense of openness and contemplation.

The photography captured details of Corredor da Vitória that often go unnoticed in everyday life, revealing a neighbourhood that is charming, green and full of life, while also urban, vibrant and cosmopolitan.

This sense of lightness — with shade and quietness creating comfort and warmth alongside sophistication — guided every visual expression of the project.

5. The campaign

One of the campaign’s highlights was a teaser video that went viral by juxtaposing scenes of Corredor da Vitória with images of cities around the world, reinforcing the idea that Salvador belongs on the map of international architecture.

The video established the campaign’s creative direction and planted the seed for a place-branding approach that would later be adopted by other developments across the city.

At the height of the pandemic, the sales gallery featured a glass-fronted show apartment on the ground floor, allowing for quick, safe and immersive visits. From the very beginning, the customer experience was an integral part of the concept.

Another defining moment in the communication was the announcement of the partnership with Arquivo SSA, which enabled elements from the former ACBEU Vitória building to be repurposed following its careful dismantling.

Materials and memories were thoughtfully reinterpreted, reflecting a sensitive perspective on both the city’s past and its future. Videos documenting the respectful dismantling process helped bring the public closer to the project and address any remaining sense of resistance or loss.

This stage was essential in building a positive relationship between Alive and the surrounding community.

6. Results — What impact did the project create?

Alive introduced a new standard of design and construction to Corredor da Vitória. It raised the standard of living on the landward side of the neighbourhood and repositioned the area in the imagination of a new generation of buyers.

It was one of the first developments in the area to introduce a distinctive visual language, compact unit types, an active ground floor and thoughtfully designed shared spaces.

With strong commercial engagement, the development demonstrated that sophistication and a clear concept can go hand in hand with market relevance.

Alive became a reference for new urban developments in Salvador and a symbol of how architecture, place branding and customer experience can be aligned with authenticity and consistency.