Belas Clube de Campo is investing in branding and lifestyle experiences to differentiate its premium residential offering through Native Royal, a project of residential plots that emphasises personalisation, nature and the site's historical heritage. In an interview with Marketeer, Joana Farinha, general manager of Belas Clube de Campo, explains that the project responds to growing demand and a shortage of plots in high-quality developments close to Lisbon. Built around the “Modern-Royalty” concept and the tagline “the crown is yours”, Native Royal redefines luxury as the opportunity to build a home tailored to each family, prioritising space, privacy, freedom and quality of life. Its strategy highlights the site's distinctive features, including open views, the natural surroundings and its historical connection to royalty. The project primarily targets Portuguese families and offers two plot categories, Premium and Premium Plus. Sales are being rolled out in stages, initially giving existing residents priority, followed by access to the Porta da Frente Christie's client network and, subsequently, a wider market launch. According to Joana Farinha, the future of premium real estate increasingly depends on strong branding that can turn a functional property product into a distinctive lifestyle experience and establish an emotional connection with buyers.
Published in Marketeer, September 16, 2026.
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