Pop-Up City
Greystar
2021
🌍 Context and Publisher OverviewThe Future of Urban Living Is Now is a publication by Greystar, a renowned global leader in rental housing with a mission to develop flexible, community-oriented housing solutions across cities in continental Europe. Released on March 24, 2021, the publication was conceptualized and directed by Pop-Up City, which is responsible for the text and art direction. This book serves as a crucial tool for Greystar to introduce its vision and projects to partners and suppliers within the real estate sector. 🏙️ Trends Shaping Urban Living The publication provides an inspiring look into the future of the urban housing market, highlighting various trend drivers and signals that are currently shaping urban living. It emphasizes that many of these trends are not just theoretical but are being implemented today. By examining the evolving landscape of urban housing, Greystar aims to address the pressing need for sustainable living solutions in an increasingly urbanized world. 🏘️ Greystar's Role and Projects Greystar outlines its commitment to creating sustainable, community-focused housing. The publication details various projects in the United Kingdom, showcasing how these initiatives contribute to transforming urban spaces. Notably, the book invites readers to explore Campus Diemen Zuid, where they can meet onsite staff, residents, and entrepreneurs who are part of the Greystar community. 🌟 Introducing OurDomain A significant portion of the publication is dedicated to Greystar’s brand, OurDomain. It articulates the brand values and highlights ongoing projects designed to foster residential communities in urban settings. The book delves into the transformation of areas previously dominated by monofunctional office spaces into vibrant residential communities. 🔮 Looking to the Future The publication concludes by envisioning the future development of OurDomain. It discusses potential growth strategies and how Greystar plans to adapt to future housing demands while maintaining a focus on sustainability. The insights provided aim to inspire stakeholders across Europe to consider innovative housing solutions that align with contemporary urban living needs.
Greystar and 
Pop-Up City
The publication — The Future of Urban Living Is Now — gives an inspiring glimpse of the future of the urban housing market, illustrated by trend drivers and signals. It presents the OurDomain brand to a wide global audience of real estate professionals, and explains the Why behind Greystar’s mission to develop flexible, community-oriented housing solutions in cities in continental Europe. Pop-Up City has been responsible for the concept, texts and art direction for The Future of Urban Living Is Now. The book is widely used by Greystar to introduce itself to partners and suppliers. In this publication, we will introduce you to some trends that define the future of urban living that are already happening today. Next, we will explain what Greystar does as a company and why we are doing it. We will show you some of our projects in the United Kingdom and invite you to Campus Diemen Zuid, where we will introduce you to some of our onsite staff, residents and entrepreneurs. After that, we will welcome you to OurDomain and explain to you our brand values and projects. Once you are familiar with our brand, we will zoom into OurDomain Amsterdam South East. We explain what it takes to create a new residential community in an area that was known as a monofunctional office site. Last but not least, we will take a further look into the future and how OurDomain could develop even further.