He speaks with the calmness of someone who has been through difficult cycles and with the conviction of someone who knows that the path he has chosen is the right one. Viviana Yacoub is not only one of the most active developers in the country; She is also an authoritative voice in the urban debate, a reference in the media and a woman who has chosen to transform professional success into social impact.
In this interview, Yacoub reflects on the future of the sector, the responsibility of building a city, her urban dreams for La Plata and the inner strength that drives her to keep going, even when growth brings uncomfortable looks.
—Viviana, when you talk about the future, what scenario do you imagine for the real estate sector by 2026?
—2026 will be a crucial year. I think we will see a more mature, professional market with clearer rules. The return of credit, predictability and trust are key pillars. But I also believe it will be a year in which the industry will have to take a more conscious role: it’s not just about building more, but about building better.
—You are one of the most consulted voices in the media when it comes to real estate and urban development. What responsibility do you feel in this role?
– A huge one. Being in the media means not only expressing an opinion, but also forming an opinion. I try to explain what happens behind every city decision, every ordinance, every piece of work. People deserve to understand how their city is structured and the impact this has on their daily lives. Clear and honest communication is also a form of social engagement.
—You talk a lot about concern for the city of La Plata. What does taking care of the city mean to you?
—Caring for the city means respecting its identity and history while projecting it into the future. La Plata is a unique, well thought out and planned city with a very strong architectural character. For me, urban development needs to enter into dialogue with this. I don’t believe in growth at any price, I believe in growth with criteria, with planning and with urban development sensitivity.
—Do you have urban planning dreams for La Plata?
– Many many. I dream of a city where development is harmoniously combined with green spaces, high-quality services and housing offerings for new lifestyles. I would like to see a more integrated La Plata, where every project adds real value to the environment. When we develop something, we always think about the after: how this building will impact the neighborhood and people’s lives.
—City Bell seems to be one of the areas you’ve bet on the most in recent years. Because?
—Because City Bell represents a lifestyle. It is nature, peace and design. There we put forward proposals that aim to improve the quality of life, with spaces that invite you to enjoy and live differently. They are not just a home: they are places to live with meaning. And that has a lot to do with my way of understanding development.
—In your career there has been growth, but also criticism and the gaze of others. How do you move forward despite envy?
—With a lot of inner strength and clear values. Envy comes from making progress, from doing it, from exposing yourself. I’ve learned not to think about it. I move forward and focus on my work, my team and the purpose. If you act honestly and consistently, time will take care of things.
“You are not only a businesswoman, but also a mother, a friend and a present woman. How are all these roles maintained?
—With love and organization, but above all with authenticity. I don’t believe in perfection, I believe in a possible balance. My children are my driving force, my friends are my refuge and my work is my passion. All of this exists side by side because I am the same person in all areas. I don’t dress up in roles: I am Viviana in every area.
– This year also marked a before and after with the launch of the Walking Barefoot for Life Foundation. What place does it occupy in your life today?
– A central location. The foundation is the place where action goes beyond business. Accompanying, giving opportunities, creating work and hope is a way of building that deeply fulfills me. It is the project that connects everything that I am and everything that I want to leave behind.
—If you look back and forward at the same time, what defines you today?
-Endurance. Always move forward, even when it’s not easy. Grow without losing sensitivity. Build without forgetting people. That’s what defines me.
Viviana Yacoub doesn’t just strive for professional success. Strive for impact, meaning and transcendence. In every work, in every word and in every social project, a guiding idea is perceived: to move forward, even when it is not easy, without losing sensitivity or determination.
Maybe that’s why his path continues to grow. Because we understand that true luxury today lies not in what is built, but in how and why it is built.
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