Greystar and 
Pop-Up City
2021
Pop-Up City
The Future of Urban Living Is Now is a publication by Greystar that explores emerging trends in the urban housing market. It highlights the company's mission to create flexible, community-oriented housing solutions across cities in continental Europe. The book serves as a comprehensive introduction to Greystar for real estate professionals, outlining key trends that are currently shaping urban living. It details the company's ongoing projects in the UK and provides insights from onsite staff, residents, and entrepreneurs at Campus Diemen Zuid. The publication emphasizes the transformation of areas previously dominated by office spaces into vibrant residential communities, particularly focusing on OurDomain Amsterdam South East. In addition to showcasing Greystar's brand values and projects, the publication looks ahead to the future, contemplating further developments and innovations in urban living.
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.