“Islands of Value” redefines boundaries in the Sao Paulo real estate market | Value properties

The results are part of the first edition of the study “Trend – High-Standard Housing”, conducted by Landsight, the intelligence arm of the Binswanger Group, which analyzed launches in the city between 2021 and 2025, with private areas exceeding 180 square metres, each trading for more than R$30,000.

The “islands of value” surprised research leader Rafael Sampaio, Managing Partner of Landsight. “We are seeing the emergence of a phenomenon in São Paulo: exclusive projects, with very high-level architecture, anchors of expertise and an integrated lifestyle ecosystem, qualifying the immediate urban environment,” he says.

According to the director, due to the scarcity of land in desirable neighborhoods in the capital, companies have appeared willing to invest in addresses that challenge the logic of location. “The public has responded with a greater willingness to pay for these sites. The average price per private square meter in these ‘islands’ has reached R$50,000 – 20% higher than the value of projects in consolidated neighbourhoods,” he reported.

The study also reveals that the functionality factor is no longer complementary, but has become a central criterion of value, even influencing the validation of common areas. “There are two points here: the ‘amenities’ have to be more efficient, with the aim of facilitating and improving the routine of the residents. Therefore, the basics, the gym, the ‘wellness’ and the playroom have to be implemented very well,” says Sampaio.

He points out that the second point is the purpose of these spaces. “Having a ‘wine bar’ on the premises may not make sense for those who prefer to drink wine at home or at their favorite restaurant,” he analyzes. On the other hand, timeless differences, such as tennis courts and near-Olympic swimming pools, are always welcome: according to research, 20% of the city’s luxury developments have professional courts and 23% have swimming pools with 25-meter lanes.

A highlight is the authorial nature of these projects, which has gained importance in recent years. The study shows that brand signatures only add value when they are cohesive and authentic. What really sets apart is the identity of the project, when it is built consistently.

In search of this consistency, Benx Incorporadora brought Autór Jardins to the market this year, which brings together a team of experts in the field of originality: architecture by MCAA Arquitetos, interior by Vivian Coser, landscape by Burle Marx Office, and design by Zanini de Zanine. “Based on each person’s authority in their fields, we have been able to create a cutting-edge living experience, with the depth and knowledge that this audience desires,” explains Luciano Amaral, CEO of Benx.

One of the most prominent features of the project is the use of natural Brazilian stones in the interior environments. “It is a unique material that is not repeated, which gives the place absolute uniqueness. Moreover, it has a very long life cycle, which makes the project more sustainable,” commented architect Vivienne Coser.

Although “Islands of Value” brought something new to the São Paulo market, the strength of the title still rules the interest of a large portion of consumers. The difference now is the need for the exact location where these people want to live. “The customer wants to choose the exact stretch of street, the side of the road, the desired view and the type of services he wants. These are crucial factors that require more attention from developers when choosing where to launch their products,” says Sampaio.

This was one of the reasons why Plaenge chose Rua Dr. Melo Alves to launch Etmo Jardins, in the heart of the city’s most cosmopolitan district, said Fernando Mota, director of the Plaenge São Paulo business unit. “It is an address that uniquely represents the meeting between tradition, elegance and contemporary lifestyle, combining culture, fashion, gastronomy and reference services found in the largest capitals in the world,” he says.

According to Motta, the choice of address is as strategic for the company as the development of the residential property itself. “We look for locations that increase quality of life, enhance product exposure and ensure appreciation over time,” he explains. Etmo Jardins has a PSV of R$450 million and is scheduled for delivery in 2028.