Marina Development Corporation
The art of Mediterranean living
Location:
Client:
MDC
Type:
Why?
Insight
Owned by a successful entrepreneur from one of the world’s best-performing private equity groups who was tired of the monopoly on the ports in the Monaco region, MDC’s central driver is to create socially conscious and sustainable lifestyle offerings that put the local community at the core of each development.
This approach to social regeneration which integrates people and provenance into the fabric of a place while supporting an infrastructure that creates jobs, is an emerging trend in destination branding. So when MDC approached us to bring their vision to life, we were both honoured and excited.
The total investment for the Marina di Ventimiglia urban regeneration project, which encompasses Borgo del Forte, is estimated at approximately €200 million
What?
Idea
After a careful assessment, it was clear we could support MDC on two fronts. First, with its overall brand positioning of the dedicated development company, MDC, which orbited ‘The Art of Mediterranean Living’. Next, we’d create individual identities for MDC’s two upcoming developments, starting with Borgo del Forte in Marina di Ventimiglia, which is set to become the jewel of the Italian Riveira, followed by Marina Di Pisa, an exciting revitalisation project at the delta of the Arno River. Drawing on our experience working in placemaking and destination branding, our goal is to evoke a sense of place steered by the location of each development, while tying in the bigger concept of Mediterranean Living to create an authentic, social and sustainable lifestyle.
How?
Impact
Poised on the last strip of land that connects Italy, Switzerland and the Côte d’Azur, this master-planned and curated experience encompasses prime residential, retail and hospitality offerings, plus an education campus, all within easy access to Monaco, Nice, Genova and world-class ski slopes. But while the development leverages authentic Italian produce, passion and provenance to anchor a lifestyle steeped in culture and history, this ambitious project will also invest in the old town of Ventimiglia to improve the infrastructure and stimulate social regeneration for locals.
