A NEW LIFE BEGINS IN THE HEART OF MARSEILLE.
RENOVATING 1.1 KILOMETERS OF SHOPS, SOCIAL CONNECTIONS AND SERVICES IN A COMMERCIALLY SATURATED CITY. ALLOWING A CHANGE IN INVESTMENT FUND 10 YEARS LATER.
10 years after the American investment fund, SilverPeak, acquired 1.1 kilometers of the Rue de La République in Marseille, there had still been no gentrification. Neither residential renovation nor commercial strategy could help transform this degraded neighborhood and did nothing but complicate the expected return on investment.
The agency worked on the neighborhood’s value proposition to once again place this territory at the heights of the metropolis and the Euro-Mediterranean program. The challenge was to build a significantly pioneering neighborhood that is energizing and has a strong commercial and communal creativity.
We built this new case and its positioning around the daily consideration between residents and passengers.
Thus, this new city center is based on commercial and social factors, with an innovative service offer in urban connections – an essential basis for market attractiveness and a unique buying and consuming experience.
The objective was to recruit new residents and traders to bring life and urban competitiveness back to the new district.
To reconnect with the neighborhood’s DNA, the agency developed a study on the daily uses and journeys of this neighborhood’s targeted residents and professionals and worked on a core of offers for this sharing community. The objective was to create a landscaped promenade for both weeks and weekends: from the market gardener to the coffee-shop, from trendy restaurants to street canteens, from co-working to the urban park…
The Concept 44 | 113 has become the signature of a societal, commercial and innovative services program to recreate the pleasure of living, consuming, and being together. In 2018, a promise gave a new commercial and urban feel to this street, along with a new vision of a place to live, shop, go for walks and enjoy.