Bairro da Gente – Limeira, SP

Development of the positioning strategy for a new planned neighborhood on the site of the former Limeira Airport, in the countryside of São Paulo. The main challenge was to identify the vocation of a neighborhood that did not yet have residents. To address this, it was essential to understand the broader context of the area, which is located in a socially vulnerable region, and to engage with the surrounding communities.
By working from an already established and consolidated local community, we sought to understand the different identities present and how they would interact within a neighborhood conceived as a new centrality. The project envisioned an open, mixed-use and mixed-income district, fully integrated with its surroundings.