Greystar and 
Pop-Up City
2021
Greystar and Pop-Up City
The Future of Urban Living Is Now is a compelling publication by Greystar that offers an insightful look into the evolving landscape of urban housing. With a focus on flexible and community-oriented solutions, this book serves as a tool for real estate professionals to understand the current trends that are influencing urban living. Through trend drivers and signals, it paints a picture of what the future may hold for city dwellers. In this publication, Greystar outlines its mission and the strategic importance of developing housing solutions that cater to the needs of modern urban residents. The book not only introduces the OurDomain brand to a global audience but also emphasizes the values that drive Greystar’s initiatives. It highlights how the company aims to transform urban environments into vibrant communities through innovative projects in various cities across continental Europe. The publication also delves into specific projects in the United Kingdom, showcasing how Greystar is reimagining residential communities, particularly in areas that were traditionally viewed as monofunctional office sites. By inviting readers to explore Campus Diemen Zuid and introducing them to onsite staff, residents, and entrepreneurs, the publication creates a narrative that is both engaging and informative. Ultimately, The Future of Urban Living Is Now not only reflects the current state of urban living but also provides a forward-looking perspective on how communities can evolve. It is a valuable resource for anyone interested in the future of housing and urban development.
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.