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(The Project)
Club65 introduces a new housing model of serviced rental residences for independent people over 65, set in the heart of city neighbourhoods instead of at their edges. The first wave reaches Benfica in Lisbon and Lapa, Boavista and Matosinhos in Greater Porto, pairing private apartments with shared spaces.
(Year)
2025
(Location)
Lisbon, Porto & Matosinhos, Portugal
(Architect)
PG Arquitectos Associados
(Client)
Club 65
(Typology)
Senior living residences
(Services)
CGI
(Our Approach)
Momentum produced the founding imagery for the four locations, giving a new brand its first visual identity. Exteriors anchor each residence in its own neighbourhood, in the streets, trees and daily movement that justify the concept, while the interiors focus on warmth and dignity, on social spaces that read as living rooms, not lobbies.
(The Craft)
Working across four sites in parallel demanded a shared visual language with local inflections. Light, palette and furnishing keep the family resemblance, while each residence keeps the character of its city: Lisbon's softness, Porto's granite steadiness, the Atlantic air of Matosinhos.
(Final thoughts)
Nobody in Portugal had seen this kind of residence before, so the images explain the idea as much as they sell it.
(Social)
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