Hands On - By Capa

Surfliving
in
practice:
when
lifestyle
shapes
architecture

Before Ribeira d’Ilhas Villas, this was simply a plot of land in Ribamar that went almost unnoticed — surrounded by generic developments that overlooked Ericeira’s new positioning as Europe’s first World Surfing Reserve.

Yet the site offered a rare opportunity: to create a low-density villa development designed for fractional ownership, set on a generous plot with a shared agroforestry area and sea views.

First, however, we needed to gain a deeper understanding of the place, its people and its natural vocation. Ericeira combines the lifestyle of California with the advantages of Portugal — all just 40 minutes from the European capital of Lisbon.

Ribeira d’Ilhas Villas emerged from this context: a project defined by quiet sophistication, respecting both the rhythm of the place and the lifestyle of those who choose to live close to the sea.

The villa typology was conceived to combine the comfort and privacy of a house with the convenience of an apartment, while maintaining a strong connection with the surrounding natural landscape.

Pure volumes, natural materials and internal courtyards create spaces to pause and breathe, in harmony with the region’s topography and climate.

It is a practical, essential and understated form of luxury — designed for those who value space, light, simplicity and time.

The shared areas were conceived as an extension of the Ericeira lifestyle: a lounge deck with sea views, a fire pit for gatherings at sunset, a children’s playground and a surfskate track that completes the experience.

The campaign used real images and scenes of simple, everyday life to show that a new way of living does not need to invent a lifestyle — it simply needs to respect the place.

Ribeira d’Ilhas Villas established a new benchmark for Ericeira: a contemporary, natural way of living that reflects everything this place represents.

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About
the
project

1. The challenge — Setting the context

The site where Ribeira d’Ilhas Villas now stands is in Ericeira, Portugal, in the heart of Ribamar, between Ericeira’s historic centre and the iconic Ribeira d’Ilhas beach — a landmark of European surfing and part of Europe’s first World Surfing Reserve.

Despite the site’s considerable potential, the surrounding area was characterised by dispersed development, disconnected real estate projects and little appreciation of either aesthetics or the natural environment.

The challenge was therefore to create a sophisticated and comfortable residential development that would support the lifestyle sought by those who choose Ericeira as their home: a close relationship with surfing, easy access to the beach and other outdoor activities, with sport playing an important role throughout the experience.

2. The concept — The guiding idea

Even before it was formally defined, the concept behind Ribeira d’Ilhas Villas already had a clear direction. It emerged from the idea of Surfliving, which goes beyond surfing as a sport or hobby. It describes an entire way of life, encompassing habits, personal style, cultural consumption, food and environmental awareness.

Surfliving represents a life with more time, greater proximity to the sea, sustainable practices, sophisticated simplicity and meaningful relationships.

During the place-branding study we conducted before conceiving the development itself — one of Capa’s core areas of expertise — we identified the essence of Ericeira. The research revealed strong parallels with the Californian lifestyle, combined with the charm, history and tranquillity of Europe.

Here, those seeking genuine slow living by the sea can find a sense of fulfilment: an outdoor lifestyle, a charming village offering distinctive experiences, authentic food, a multicultural community and a strong sporting culture, particularly around surfing and skateboarding.

The project therefore needed to combine contemporary architecture with living, productive landscaping. Our partnership with Portuguese architecture studio MIMA Housing established a modular, minimalist language that integrates seamlessly with its surroundings.

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

Designed by MIMA Housing, the architecture is based on pure volumes: simple geometric forms that create clarity, balance and visual strength. Natural materials and carefully considered construction solutions respond to the site’s topography and climate.

The internal pathways, courtyards, timber decks and shared spaces were designed to encourage fluidity and social interaction. Each unit was conceived as a courtyard house, combining privacy with a sense of openness to the wider community.

Inside, light-toned wood, abundant natural light and built-in furniture create a practical and relaxed atmosphere without compromising elegance.

Native planting and productive landscaping, including vegetables and herbs, complete the vision of a more essential and nature-connected everyday life.

4. The visual narrative

We took our time producing the images because we wanted to portray this small corner of paradise throughout the seasons, focusing on natural light, organic materials, human relationships and the poetry of everyday life.

Children playing, bicycles resting nearby, the fire pit lit and the sea in the background all became part of the project’s visual world. The aim was to reveal a retreat where time moves differently and to present a lifestyle that balances simplicity with sophistication.

The photographic direction successfully reinforced the idea of Ericeira as the “California of Europe”, first identified through the place-branding study, while highlighting its status as a World Surfing Reserve through images of the seven waves that form part of the reserve.

The work of local photographer Pedro Mestre brought even greater authenticity and value to the imagery.

To bring the same sense of truth to the rest of the communication, the architectural renders avoided an overly technical language. Instead, they were conceived as believable scenes of everyday life, filled with atmosphere, authenticity and emotion.

5. The campaign

The campaign began by strengthening Ericeira’s image through parallels with the Californian lifestyle. We wanted to establish it as “The California of Europe”.

From there, we developed an aspirational lifestyle narrative, combining the insights from the place-branding study with the idea of Surfliving — a concept capable of expressing the atmosphere surrounding this complete way of life.

Two striking films were produced. The first was a teaser rooted in the Surfliving concept, announcing that something different was on its way. This was followed by the official Ribeira d’Ilhas Villas launch film, which presented the development within its natural setting and the wider Ericeira lifestyle.

The next stage focused on the property itself. Each typology was presented with care, with layouts defined in detail to highlight the decisions made for a highly specific audience.

Beyond the individual homes, the leisure spaces — including the surfskate track, children’s playground, lounge deck and green areas — were presented as essential elements of the overall living experience.

Finally, the campaign addressed the development from an investment perspective. As Ericeira attracts surfers from around the world, it was important to highlight the opportunity offered by Portugal’s Alojamento Local model, including short-term rentals through platforms such as Airbnb.

The communication incorporated real testimonials and adopted an inclusive, participatory and inspiring approach centred on collective well-being. Each piece encouraged a more attentive way of seeing — one more connected to time, the land and other people.

The campaign even included a blog featuring recommendations for restaurants, cafés, events and everything happening in and around Ericeira.

Our aim was to present a new way of living: more conscious, freer and more closely connected to the community. Ribeira d’Ilhas Villas offered the ideal setting for this — a place capable of providing peace and balance while also representing an attractive investment opportunity.

6. Results — What impact did the project create?

The project was highly successful, achieving rapid acceptance in both the local and international markets.

The villas appreciated significantly during the early stages of construction, and the development became a reference for those seeking something beyond a property: a place with soul.

Associated with a new aesthetic language and a respectful way of living, Ribeira d’Ilhas Villas established a new standard for the Capa brand in Portugal — bringing together sensitive architecture, ecological integration and an authentic concept.