With partnerships already established and being approached by solid funds and companies in the sector, Söderhem is born from a dream and a vision: “we want a world where aging means quality and living together, and we are aware of a gap in this universe here in Brazil. It is precisely this space, between the quality of housing and the possibility of building communities, that we have come to fill,” emphasizes Daline Hällbom.
Daline, with 17 years of projects in the global real estate market, and partner Beatriz Pons, an architect based in Sweden for 13 years, are shaping a new way of living for the 60+, which combines the architecture and quality of Nordic constructions with the warmth that only Brazilians can promote. “The idea is to reach an A+ audience, who can live well, consume good services, and still want to have experiences, not be considered old and, therefore, lose the zest for life,” explains Beatriz.
Therefore, the projects she signs have, in addition to larger and adapted units to meet the basic needs of those in the golden years, green and outdoor areas that enable conversations, games, outdoor activities, and meeting new people of the same age group and with similar interests. “It’s almost a brotherhood for those who already know what they want and expect more from life even after having lived a lot,” remembers Daline.
The package will include, in addition to quality in construction and first-class services, the possibility of partnerships with brands and companies that can promote excursions, physical and intellectual activities. “Population aging is the biggest demographic change of the century. Those who do not adapt will be left behind,” emphasizes Hällbom.
Both are arriving at a good time and in a market that is in full expansion: according to Data8, the silver economy in Brazil is expected to double in twenty years. We are talking about an annual consumption in the range of R$ 1.6 trillion in 2024, which could reach R$ 3.8 trillion in 2044.
The first project is expected to be launched in 2026 and already has a well-established real estate developer, but it needs the selection of the investment fund and an investment of around 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 viable simultaneously, as we have studies outside Florianópolis, too,’ Beatriz concludes.
