FS Sistemi Urbani asset promotion

In compliance with its corporate mission, the new FS Sistemi Urbani catalogue was designed to highlight the assets belonging to FS Italiane that are not involved in running railway services, such as stations, hub and transport infrastructures, parking and transit areas, presenting their potential and the attractive investment opportunities that they represent for an international public.

The printed volume complies with the corporate brand identity, underlining it by using the corporate colours and the adoption of a structured, minimalist design that focuses attention onto the most significant information for each individual property project. The tone of voice is institutional, reinforced by the use of a very solid typeface that offers a visual link to the sector of reference.

Villa Marta Senior Housing & Assisted Living: MEC Real Estate promotes and enhances property assets

Villa Marta is an architectural project by Gi Elle Immobiliare, Faenza, a response to the current and – in line with forecasts – future growth in the market for Senior Housing and Assisted Living structures in Italy.

MEC&Partners has worked on the entire strategic development process for the design, starting from research on technical and economic feasibility and place branding, right through to communications, with the production of coordinated image material and enhancing investor relations.

As shown by the latest market research, the Healthcare & Senior Housing sector reveals notable potential for growth. From now until 2050, the user base in the Emilia-Romagna region will see a 55% increase in the population of people aged from 65 to 79, and an increase of 360,000 in the over-80 population.

Together with the Architecture Studio ZPZ Partner, MEC Real Estate has coordinated the design of Villa Marta, from the point of view both of the definition of its functions and the respective floor areas, in compliance with city planning standards. The resulting structure has 3 floors from ground level up, for a total of 7,750 square metres gross floor area, and the availability of 220 beds, of which 140 for self-sufficient people in the Senior Housing area and 80 for non-self-sufficient individuals in the Assisted Living area. Therefore, the services and spaces have been “designed” according to the target’s needs and expectations, and this gives Villa Marta an exclusive positioning when compared to its competitors, because it is totally compliant with the requirements of its guests, even though these may not be explicitly expressed.

MEC&Partners also curated the promotional activities for the project amongst potential foreign investors, by means of scouting activities and detailed research on supply and potential demand both from Italy and other countries.

Villa Marta is not presented simply as a property development project, but it becomes a brand in itself. It represents a new format in terms of a series of services for the physical well-being of its guests, but it is also a community capable of giving its members a peaceful, pleasant, active life, in constant contact with other individuals. MEC&Partners has expressed this concept in the Design Book with clean, clear graphic design, focusing on data and services, illustrated with realistic renderings.

Relations with entities from the world of architecture and awareness of the foreign investors’ expectations made it possible to enhance the designer’s concept developed for the client, by commissioning photographically-realistic renderings from the ZPZ Partners studio. Brightly-lit, easily-accessible interiors with eco-friendly characteristics, and exteriors hallmarked by functional and organic building principles, are described with all the evocative power that only images are capable of providing.

Villa Marta therefore represents a clear example of “integrated design” optimally expressed by MEC’s authoritative expertise in the property sector.

Invest in Italy: state-owned property opportunities

ITA – Invest In Italy is the Department of the governmental “ICE-Italian Trade Agency” responsible for the promotion and international enhancement of Italian companies on the foreign market: its objective is to encourage and channel investment from abroad onto the opportunities offered by the Italian marketplace. The organization operates in close cooperation with the Ministry of Economic Development, the Ministry of Foreign Affairs and International Cooperation, the Ministry of the Economy and Finance, local and regional administration, and other public offices.

For years, MEC Real Estate has been working with Invest In Italy for the promotion of Italian property assets amongst foreign investors, by means of ongoing scouting activities, matching the availability of property in Italy with potential demand from abroad. It also selects and enhances the most significant projects to be used as “showcase examples” that best represent the opportunities offered in Italy.

More specifically, MEC operates alongside the working team consisting of ICE and Invitalia, involved in activities designed to reinforce the formats for the promotion of property opportunities arriving from partner stakeholders in the Invest In Italy programme (Regional and State agency-companies: the Public Property Agency, the Italian investment bank Cassa Depositi e Prestiti, the property investment agency Invimit, the State railway property enhancement company FS Sistemi Urbani, the Ministry of Defence property enhancement company Difesa Servizi), the development of communications operations regarding property assets at international trade fairs, and the implementation of ongoing promotional activities targeting investors in order to conclude investment operations.

The priority objective of this collaboration is the constant promotion of the selected properties, and those present on the portal www.investinitalyrealestate.com, updated every year, along with a specific Invest In Italy catalogue, for the benefit of investors and property managers.

MEC Real Estate supervises the whole process, starting from the initial development activities involving the identification of priority targets on the property market, the development of quality databases that comprise the sector’s top investors, the creation of promotional newsletters describing projects and current biddable opportunities, and direct marketing operations, right through to telephone briefings with investors, property managers and developers selected by means of careful scouting activities with a strong focus on participant expectations.

In addition, MEC Real Estate works alongside Invest In Italy during participation at international property events, such as Mipim, Marché International des Professionnels de l’Immobilier, held in Cannes, the most important event in the sector, or at Berlin’s IHIF, International Hospitality Investment Forum, dedicated to tourist sector investments. On occasion of these trade fairs, MEC manages the coordination of partners and business relations, organising one-to-one meetings with international investors.