With partnerships already established and being approached by funds and solid companies in the sector, Söderhem is born from a dream and a vision: ‘We want a world where aging is synonymous with quality and companionship, and we know there is a gap in this universe here in Brazil. It is precisely this space, between quality housing and the possibility of building communities, that we aim to fill,’ emphasizes Daline Hällbom.
Daline, with 17 years of projects in the global real estate market, and her partner Beatriz Pons, an architect based in Sweden for 13 years, are shaping a new way of living for the 60+ demographic, combining the architecture and quality of Nordic constructions with the warmth that only Brazilians know how to promote. ‘The idea is to reach an A+ audience, who can afford to live well, consume good services, and still want to have experiences, not be considered old and, with that, lose their spark for life,’ explains Beatriz.
That’s why the projects she designs feature, in addition to larger units adapted to meet the basic needs of those in their golden years, green and outdoor areas that enable chats, games, outdoor activities, and meeting new people of the same age group and with similar tastes. ‘It’s almost like a fraternity for those who already know what they want and expect more from life even after having lived a lot,’ recalls Daline.
The package will include not only quality construction and first-class services but also the possibility of partnerships with brands and companies that can promote outings, physical, and intellectual activities. ‘Population aging is the greatest demographic change of the century. Those who don’t adapt will be left behind,’ emphasizes Hällbom.
The two arrive at a good time in a market that is in full expansion: according to Data8, the silver economy in Brazil is expected to double in twenty years. We’re talking about annual consumption in the range of R$1.6 trillion in 2024, which could reach R$3.8 trillion by 2044.
The first project is expected to be launched in 2026 and already has a consolidated developer, but it needs the choice of an investment fund and an investment of about R$16 million for the land purchase, ‘which is a find,’ confirms Daline. ‘The estimate is that we will have the first delivery in about 4 years, but we can make more than one project feasible at the same time, since we also have studies outside Florianópolis,’ concludes Beatriz.
