Hands On - By Capa

Wellness
Living
in
harmony
with
the
new
Horto
Boulevard

More than a property launch, a revival of the values that define a neighbourhood.

Bloom Horto introduced the concept of Wellness Living through a mandala illustrating how complete well-being is achieved by balancing mind, body, intellect, social connection and contact with nature.

Bloom’s shared spaces were designed around these pillars — from a generous Green Lounge with fruit trees to a spa, spaces dedicated to exercising the body and mind, and areas for reading and exchanging books.

The façade and interiors were also reimagined, bringing more greenery and warmth into the development.

The Wellness Living concept extended beyond the development itself and inspired Horto Boulevard, a neighbourhood revitalisation project created in response to an area that was beginning to lose one of its greatest qualities: being a natural retreat within an urban centre.

Every element of the advertising campaign explored the Wellness Living concept, showing how life at Bloom could encourage healthier habits through physical activity, contact with nature and spaces designed for social interaction.

The development became a standout in the neighbourhood and one of the best-selling projects in its category, with every unit sold within 12 months.

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About
the
project

1. The challenge — Setting the context

Horto Florestal has always been one of Salvador’s most desirable neighbourhoods, with a well-established identity and a strong presence of green spaces. Its lower area, however, still lacked a more fluid form of urban integration that could enhance the pedestrian experience and strengthen its connection with the city.

The challenge was to create a development that responded to this new chapter for the neighbourhood, driven by the Horto Boulevard initiative — which introduced new placemaking principles centred on walkability, tree planting and improvements to the public realm.

The project came to us under the name “Reserva Horto Florestal”, with a conventional façade and little connection to this emerging context.

Capa Concepts’ mission was to redefine the product, transform its perception and align it with a contemporary vision of well-being, nature and urban sophistication.

2. The concept — The guiding idea

The development’s new phase was anchored in the concept of Wellness Living — an approach that brings together architecture, interiors, nature and the resident experience around a healthy, integrated and harmonious lifestyle.

The name Bloom emerged from the idea of flourishing alongside the neighbourhood. Although simple, the word carried strong symbolic meaning, reinforcing the vision of organic growth and a connection with Horto Florestal’s evolving urban landscape.

Each space within the project came to represent one of the pillars of holistic well-being: physical, mental, emotional and spiritual balance. The narrative began to reflect this attention to every sense.

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

The transformation took place across several layers. The façade was reimagined with more fluid volumes, natural elements and a green corridor that became one of the development’s defining features.

The interiors, designed by Laís Galvão, introduced wood, lightness and a stronger connection with greenery. The architecture was designed by Ricardo Farias.

The sales gallery and show apartment were also conceived as sensory experiences. A real, fully functional kitchen became one of the highlights, hosting healthy cooking workshops, floral arrangement sessions and events with influencers — reinforcing the idea of a space designed to be genuinely lived in.

4. The visual narrative

The art direction focused on capturing the development’s tranquillity, the natural elegance of its shared spaces and the relationship between residents and nature.

Images featuring details of the vegetation, natural textures and the iconic shot of a bird reinforced the project’s lightness and its vision of a quiet, sophisticated way of living well.

The architectural renders conveyed the project’s atmosphere through soft light, integration with greenery and an emphasis on the façade’s fluid volumes.

This visual language brought together the campaign, the main film and the website, creating a cohesive and compelling visual ecosystem.

5. The campaign

Bloom’s communication adopted a sensory and elegant tone, focusing on well-being, the beauty of everyday life and a connection with the new Horto.

The digital presence was conceived as an extension of the physical experience. The main film and social media content reinforced the idea of an attainable lifestyle aligned with Salvador’s evolving aspirations.

The sales gallery became a place for experiences and brand activations — a living hub that helped establish Bloom as a product with a distinctive identity.

6. Results — What impact did the project create?

Bloom completely repositioned perceptions of the product, generating strong commercial engagement, solid sales performance and an increase in value per square metre.

At the same time, it reinforced Horto Florestal’s transformation by integrating with the urban vision of the boulevard and helping establish a new perception of the area.

Through a series of small but carefully considered interventions — spanning the name, façade, interiors and narrative — Bloom demonstrated how the identity of a real estate product can be completely transformed.