Positioning a Kilometer of Shops and Services in the Heart of Marseille

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Freo

2.7 billion euros under management and execution on acquisition and sale.
Founded in 1996, FREO Group is an independent investor, developer and asset manager, specializing in high-end real estate in Europe. With 15 offices in Europe today, FREO has been involved in more than 50 projects covering an area of over 2 million square meters.

SILVERPEAK

20 billion dollars
Founded in 2010, Silverpeak is an alternative investment fund specializing in the real estate, energy and credit sectors.

Business Design
Design Thinking
Marketing and Sales Strategy

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.

STORY

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.

CHALLENGE

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.

SOLUTION

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.

IMPACT

The design of tailor-made life and consumption experiences (because they were co-created by the district), the authenticity of the relationships between populations of different age groups, and the prospect of an innovative base have for two years attracted various Marseille businesses and talents. And brought back missing and new populations conducive to the life of this neighborhood.