O Moinho – Juiz de Fora, MG

The Moinho site, originally a wheat mill, was initially envisioned as the location for a shopping mall. After preliminary meetings with the clients and engagement with the local community in a socially vulnerable area of the city, it became clear that there was openness for a project capable of generating significant social impact, as well as the need for a new centrality to support the region’s development. We contributed to the definition of a new business model, developed the positioning strategy, established guidelines for the occupation of both public and private spaces, and aligned the architectural project with the new positioning. Defined as a “center of collective life,” the project is structured around four pillars: education, housing, health, and commerce. All are aligned with a shared purpose of social impact that permeates the entire development. These pillars aim to strengthen local characteristics and know-how, serving as a new centrality that connects the region to the rest of the world.