Hands On - By Capa

Where
Bahia
comes
together
and
sees
itself
reflected

The occasion was the launch of LV Square, a major mixed-use development bringing together residences, shops and offices at an iconic Salvador address where three traditional neighbourhoods converge: Graça, Corredor da Vitória and Ladeira da Barra.

The contemporary development needed to connect with surroundings shaped by distinct yet complementary qualities. How could it be anchored in the art, refinement and heritage of Vitória; the warmth and walkability of Graça; and the poetry of the Bay of All Saints in Barra?

The location study positioned the development within a micro-area named Largo da Vitória — the meeting point of three historic neighbourhoods that, together, embody the soul of Bahia. A place where people come together and see themselves reflected.

Largo da Vitória drew on the concept of the largo: an open urban space that embraces everything around it. It brought together the best of the three neighbourhoods as they converged and complemented one another.

This was combined with the community’s deep desire to feel part of a place that had long inspired curiosity and attraction. For years, the site had remained undeveloped while serving the local community through the parish’s Fraternity Fairs and seasonal uses by the Municipality of Salvador, including accommodating Carnival sound trucks.

A new address was born, bringing together the development’s modernity, the history and culture of the location and the emotional memories of a community that had experienced many memorable moments there. From this emerged a new concept that reinforced a sense of belonging:

“Where Bahia comes together and sees itself reflected.”

The many encounters associated with the site brought to the surface a sense of belonging that guided the entire campaign. It was there that many people had admired one of the finest views of the Bay of All Saints or met friends and loved ones at the intersection of Bahia’s two main Carnival routes: Avenida and Barra.

It was a place where living, working and enjoying life together would become unforgettable. The address inspired the modernity and boldness of LV Square.

 

The place-branding strategy inspired far more than a campaign: it created a feeling. To write poetically about Largo da Vitória is to evoke elements that touch not only the ears, but the soul of the people of Bahia.

LV Square was sensitively integrated into a landscape shaped by more than 500 years of history, enhancing the value of a site that had inspired speculation and curiosity among the city’s residents for decades.

Capa Concepts sees place branding as a path to value creation that begins long before construction. Its impact extends beyond the sale of a product to shape how people feel about a place — transforming the experience of those who choose to live or invest there.

+
About
the
project

1. Context

Largo da Vitória is located in Salvador’s Cidade Alta, between the neighbourhoods of Graça, Barra and Corredor da Vitória.

It is a place of symbolic origins: one of Brazil’s earliest masses and weddings was celebrated there in the 16th century. Since then, the area has remained a symbol of beauty and refinement.

The Largo connects the historic centre, the waterfront and Salvador’s traditional society. This combination has always enhanced the value of developments launched in the area, but new arguments were needed to express a contemporary perspective — one that respects the past while looking towards the future.

2. Objective

The objective was to reposition Largo da Vitória as a place of transition and celebration, anchoring the launch of LV Square in a narrative that combined memory and future.

The site was already well known among Salvador residents and had long inspired speculation about what might eventually be built there once its owners decided to sell or develop it.

Our task was therefore not simply to launch a new development, but to surprise the market and invite Largo da Vitória into a new chapter.

3. Diagnosis and research

The analysis began with the defining quality of the largo as an open urban space that welcomes and absorbs what surrounds it.

We incorporated the symbolic characteristics of the three neighbouring areas:

  • Vitória — Art and heritage
  • Graça — Warmth and walkability
  • Barra — The Bay of All Saints and its landscape

Alongside these qualities was the community’s deep desire to belong to a place that had long inspired curiosity and attraction.

For years, the site had remained undeveloped while serving the local community through the parish’s Fraternity Fairs and seasonal activities organised by the Municipality of Salvador, including accommodating Carnival sound trucks.

We realised that many people had projected a dream onto this site:

“Whatever is built here, I want a unit in this development.”

4. Strategy and concept

The central idea was:

A largo is a world opening up.

Through the manifesto created, we defined not only a campaign, but a feeling. To write poetically about Largo da Vitória is to evoke elements that touch not only the ears, but the soul of the people of Bahia.

5. Implementation and activations

We developed visual guidelines centred on overlays, postcards, vertical perspectives and family albums.

The curation included places such as Egeu Restaurant, the Carlos Costa Pinto Museum, Preta Café, Regina’s acarajé stand and MAC — the Museum of Contemporary Art of Bahia.

6. Results

The narrative repositioned Largo da Vitória as one of the city’s central symbolic spaces — a meeting point whose significance extends far beyond its physical form.

LV Square was sensitively integrated into a landscape shaped by more than 500 years of history, enhancing the value of a site that had inspired speculation and curiosity among Salvador residents for decades.

Capa Concepts sees place branding as a path to value creation that begins long before construction. Its impact extends beyond the sale of a product to shape how people feel about a place — transforming the experience of those who choose to live or invest there.