Turning a plot into a brand

⁠⁠Launched on September 16 at the highest point of Belas Clube de Campo, next to Fonteireira Forest Park and with views over Pena Palace, Native Royal is a new set of premium plots for houses. Joana Farinha, general manager of the development, explains the branding strategy behind the project, developed in partnership with agency Born under the "Modern Royalty" concept — inspired by the aesthetic of Sofia Coppola's Marie Antoinette.

The plots, between 550 and 1,184 m², are split into Premium and Premium Plus categories, with structured financing solutions and the option for families to choose between their own architectural project or one of the development's ready-made designs. Branding is now a central factor in differentiating and adding value to premium real estate products.