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Mobility",{"id":5,"title":6,"translations":1427},[1428,1430,1432],{"title":6,"slug":11,"language":1429},{"code":13},{"title":15,"slug":16,"language":1431},{"code":18},{"title":20,"slug":21,"language":1433},{"code":23},[1435,1438,1442],{"label":1425,"title":8,"subtitle":8,"seoTitle":8,"seoDescription":8,"videoPlaylistUrl":8,"videoTitle":8,"videoSubtitle":8,"slug":1436,"language":1437},"urban-mobility",{"code":13},{"label":1439,"title":8,"subtitle":8,"seoTitle":8,"seoDescription":8,"videoPlaylistUrl":8,"videoTitle":8,"videoSubtitle":8,"slug":1440,"language":1441},"Mobilidade Urbana","mobilidade-urbana",{"code":18},{"label":1443,"title":8,"subtitle":8,"seoTitle":8,"seoDescription":8,"videoPlaylistUrl":8,"videoTitle":8,"videoSubtitle":8,"slug":1444,"language":1445},"Movilidad Urbana","movilidad-urbana",{"code":23},{"id":1447,"status":1448,"segmentId":25,"slug":1449,"title":1450,"editorsPick":1451,"topImage":1452,"coverImage":1453,"slideImage":8,"publishDate":1454,"readTime":5,"maxRelatedEvents":5,"image":8,"imageCredit":1455,"imageCreditColor":978,"breakNewsUntil":1456,"seoTagConversionId":8,"seoTag":8,"seoTitle":8,"seoKeywords":8,"seoDescription":8,"seoAbstract":8,"seoImage":8,"visitCounter":1457,"createdAt":1458,"updatedAt":1459,"translations":1460,"segment":1474,"categories":1482,"countries":1499,"authors":1502,"urls":1507},3615,"TRUE","uso-misto-criacao-de-icones-e-disciplina-financeira-ditam-o-mercado-no-sul","Uso misto, criação de ícones e disciplina financeira ditam o mercado no Sul",false,"https:\u002F\u002Fcdn.griinstitute.org\u002Fuploads\u002Fhubnews\u002F00_BR_Sul_Outlook_Unsplash_Slider_2026_4_20_17_01_48_1776715308.webp","https:\u002F\u002Fcdn.griinstitute.org\u002Fuploads\u002Fhubnews\u002F00_BR_Sul_Outlook_Unsplash_Cover_2026_4_20_17_01_48_1776715308.webp","2026-04-20T00:00:00.000Z","Camila Gallon - Unsplash","2026-04-26T00:00:00.000Z",522,"2026-04-20T17:01:48.000Z","2026-04-20T17:21:34.000Z",[1461],{"id":1462,"newsId":1447,"languageId":25,"title":1463,"subtitle":1464,"content":1465,"summary":978,"takeaways":1466,"seoTagConversionId":8,"seoTag":8,"seoTitle":1467,"seoKeywords":1468,"seoDescription":1469,"seoAbstract":8,"seoImage":1470,"createdAt":1471,"updatedAt":1472,"language":1473},4306,"Uso misto, criação de ícones e disciplina financeira ditam o mercado imobiliário no Sul","Conceito de cidade em 15 minutos orienta investimentos, e ampliação do funding surge como medida imperativa","A maturidade de um projeto imobiliário não é mais medida apenas pela sua solidez construtiva, mas pela sua capacidade de se tornar um ativo de significância na vida do usuário. Durante o GRI Fórum Sul 2026, em Porto Alegre, líderes das principais empresas com investimentos na região convergiram para uma tese central: o setor atravessa uma transição do Share of Wallet para o Share of Life. Neste novo paradigma, a métrica de sucesso de um empreendimento está diretamente ligada à sua habilidade de capturar e otimizar o ativo mais escasso da contemporaneidade: o tempo.\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\n\u003Cimg alt=\"\" src=\"https:\u002F\u002Fcdn.griinstitute.org\u002Fuploads\u002Ffiles\u002F01_BR_Sul_Outlook_GRI_Body_2026_4_20_20_16_33_1776716193.webp\" style=\"width:100%\" \u002F>\r\n\u003Cdiv style=\"text-align:center\">\u003Cspan style=\"font-size:12px\">Executivos debatem as tendências que moldam o mercado imobiliário no Sul do Brasil (Foto: \u003Cspan class=\"company-profile-link\" data-id=\"1\">\u003Cspan class=\"company-profile-link\" data-id=\"20971\">GRI Institute\u003C\u002Fspan>\u003C\u002Fspan>)\u003C\u002Fspan>\u003C\u002Fdiv>\r\n\r\n\u003Ch2>O fim da metragem pura\u003C\u002Fh2>\r\nO mercado de alto padrão no Sul do Brasil consolidou a percepção de que o luxo moderno é sinônimo de conveniência e mobilidade seletiva. O cliente não busca mais apenas um imóvel, mas uma solução urbana que reduza atritos diários. Projetos que incorporam o conceito da "cidade de 15 minutos" deixam de ser uma tendência urbanística para se tornarem um imperativo comercial.\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nNeste sentido, o valor de um ativo está agora intrinsecamente ligado à sua inserção em ecossistemas de uso misto. No entanto, a execução desses projetos exige uma sofisticação técnica inédita. A integração de varejo, serviços e residência demanda uma segregação de fluxos cirúrgica para que a conveniência do acesso não comprometa o pilar da privacidade, \u003Ca href=\"https:\u002F\u002Fnews.griinstitute.org\u002Fpt\u002Fmercado-imobiliario\u002Fmercado-imobiliario-da-regiao-sul-surpreende-com-alta-valorizacao\" target=\"_blank\">essencial no segmento de luxo\u003C\u002Fa>. \u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nQuando bem executado, esse modelo cria um ciclo virtuoso onde o valor do metro quadrado é alavancado pela infraestrutura de entorno imediato, muitas vezes ancorada por marcas de prestígio ou operações de varejo de conveniência de alto nível.\r\n\u003Ch3>Criando ícones imobiliários\u003C\u002Fh3>\r\nDiferente do produto simplesmente sofisticado, o ícone imobiliário nasce da conjunção entre escassez de terreno e audácia arquitetônica. Na região Sul, a escassez de grandes glebas em áreas consolidadas tem empurrado o mercado para estratégias de unificação de lotes e regeneração urbana.\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nA tese defendida pelos líderes é que a escala permite a criação de áreas de lazer e experiências que são irreplicáveis em projetos menores, garantindo ao proprietário a sensação de posse de algo raro. Além disso, a assinatura de escritórios de arquitetura internacionais e o "endereçamento" - quando o edifício se torna a própria referência geográfica de um bairro - são fatores que imunizam o ativo contra as flutuações de oferta do mercado comum. \u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nO sucesso de empreendimentos que integram marcas de hospitalidade de renome internacional ao residencial prova que o serviço e o branding são hoje tão importantes quanto o concreto. Alguns exemplos mencionados são o Fasano Itaim, em São Paulo, e Cidade Nilo, em Porto Alegre, construído sobre um supermercado Zaffari.\r\n\u003Ch2>O potencial de verticalização\u003C\u002Fh2>\r\nA análise dos dados regionais revela Porto Alegre como um dos epicentros de verticalização do país, com uma densidade habitacional em apartamentos que supera a maioria das capitais brasileiras - trata-se da terceira cidade mais verticalizada do Brasil, com mais de 50% da população residindo em apartamentos. Essa maturidade da capital está transbordando para o interior do Rio Grande do Sul, mas com desafios distintos.\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nA estratégia para cidades do interior não pode ser uma réplica da capital. O desafio reside em educar o mercado local para o valor do alto padrão vertical. Casos de sucesso em cidades como Pelotas, com o bairro planejado Quartier, demonstram que a criação de empreendimentos com infraestrutura completa e segurança integrada pode elevar o patamar de preços de uma região de forma disruptiva. \u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nO segredo da interiorização está em oferecer um salto de qualidade de vida que o mercado horizontal tradicional não consegue mais suprir diante do aumento da percepção de risco de segurança nas cidades médias brasileiras.\r\n\u003Ch2>Há espaço para a tese multifamily?\u003C\u002Fh2>\r\nA \u003Ca href=\"https:\u002F\u002Fnews.griinstitute.org\u002Fpt\u002Fmercado-imobiliario\u002Fo-paradoxo-habitacional-brasileiro-e-a-ascensao-do-multifamily\" target=\"_blank\">ascensão do multifamily (residencial para renda) é apontada como o próximo grande salto de amadurecimento do setor\u003C\u002Fa>. No entanto, este é um negócio de gestão, não de construção. A transição da venda de unidades para a gestão de ativos exige uma mudança radical de mentalidade e de ferramentas de viabilidade.\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nA oportunidade no segmento de locação profissional atravessa todas as classes sociais, desde o econômico até o ultraluxo, com exemplos de unidades alugadas por valores que desafiam o senso comum do incorporador tradicional. O diferencial competitivo neste setor será a capacidade de oferecer serviços e tecnologia que reduzam a vacância e otimizem a receita recorrente. \u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nA tendência é que o mercado de capitais se torne o principal motor deste segmento, à medida que os investidores buscam ativos com proteção inflacionária e fluxos de caixa estáveis. Hoje, os maiores interessados nesta tese são os family offices, mas os bolsos devem se multiplicar conforme o multifamily crescer e se provar. \u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nApesar das oportunidades de inovação em produto, a tese de gestão financeira permanece ancorada no conservadorismo. O setor imobiliário brasileiro é reconhecidamente um negócio de ciclo longo em um ambiente macroeconômico de volatilidade curta. A sobrevivência e a prosperidade das grandes incorporadoras do Sul têm sido garantidas por uma disciplina rigorosa de caixa e uma leitura precisa da "meteorologia" econômica.\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nO consenso entre os tomadores de decisão é que o setor deve \u003Ca href=\"https:\u002F\u002Fnews.griinstitute.org\u002Fpt\u002Fmercado-imobiliario\u002Fcaixa-puxa-a-fila-da-expansao-do-credito-imobiliario-mercado-de-capitais-cresce\" target=\"_blank\">gradualmente reduzir sua dependência histórica de fontes de financiamento tradicionais, como a poupança e o FGTS\u003C\u002Fa>. A estruturação de novos modelos de captação é vista não apenas como uma alternativa, mas como uma necessidade para sustentar o próximo ciclo de crescimento. \u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nO "incorporador do futuro" deverá ser, acima de tudo, um excelente gestor de riscos e um orquestrador de capital, capaz de equilibrar o arrojo criativo do produto com a solidez inegociável da estrutura financeira.\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\n---\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\n\u003Cem>Este artigo é baseado em insights do painel "Estamos apenas construindo ou redefinindo o morar e o investir?", realizado no GRI Fórum Sul 2026, em Porto Alegre, com moderação de \u003Ca href=\"https:\u002F\u002Fwww.griinstitute.org\u002Frealestate\u002Fmember-profile\u002Flatam\u002Ffabio-tadeu-araujo_989\" target=\"_blank\">Fábio Tadeu Araújo\u003C\u002Fa> (\u003Ca href=\"https:\u002F\u002Fwww.griinstitute.org\u002Frealestate\u002Fcompany-profile\u002Fbrain-inteligencia-estrategica_361\" target=\"_blank\">Brain\u003C\u002Fa>) e participações de \u003Ca href=\"https:\u002F\u002Fwww.griinstitute.org\u002Frealestate\u002Fmember-profile\u002Fbrazil\u002Fclaudio-teitelbaum_2614\" target=\"_blank\">\u003Cspan class=\"data-profile-link\" data-id=\"2614\">\u003Cspan class=\"data-profile-link\" data-id=\"51796\">Claudio Teitelbaum\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fa> (Sinduscon\u002FRS), \u003Ca href=\"https:\u002F\u002Fwww.griinstitute.org\u002Frealestate\u002Fmember-profile\u002Fbrazil\u002Fleandro-melnick_51761\" target=\"_blank\">\u003Cspan class=\"data-profile-link\" data-id=\"33441\">\u003Cspan class=\"data-profile-link\" data-id=\"51761\">Leandro Melnick\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fa> (\u003Ca href=\"https:\u002F\u002Fwww.griinstitute.org\u002Frealestate\u002Fcompany-profile\u002Fmelnick_8768\" target=\"_blank\">Melnick\u003C\u002Fa>), \u003Ca href=\"https:\u002F\u002Fwww.griinstitute.org\u002Frealestate\u002Fmember-profile\u002Fagro\u002Fleonardo-shor_21190\" target=\"_blank\">\u003Cspan class=\"data-profile-link\" data-id=\"21190\">Leonardo Shor\u003C\u002Fspan>\u003C\u002Fa> (\u003Ca href=\"https:\u002F\u002Fwww.griinstitute.org\u002Frealestate\u002Fcompany-profile\u002Fallos_1659\" target=\"_blank\">Allos\u003C\u002Fa>) e \u003Ca href=\"https:\u002F\u002Fwww.griinstitute.org\u002Frealestate\u002Fmember-profile\u002Fbrazil\u002Fluciano-bocorny-correa_6494\" target=\"_blank\">Luciano Corrêa\u003C\u002Fa> (\u003Ca href=\"https:\u002F\u002Fwww.griinstitute.org\u002Frealestate\u002Fcompany-profile\u002Fcfl-inc_16638\" target=\"_blank\">CFL Participações\u003C\u002Fa>). \u003C\u002Fem>","\u003Cul>\r\n\t\u003Cli>O cliente não busca mais apenas um imóvel, mas uma solução urbana que reduza atritos diários. Projetos que incorporam o conceito da "cidade de 15 minutos" deixam de ser uma tendência urbanística para se tornarem um imperativo comercial.\u003C\u002Fli>\r\n\t\u003Cli>A assinatura de escritórios de arquitetura internacionais e o "endereçamento" - quando o edifício se torna a própria referência geográfica de um bairro - são fatores que imunizam o ativo contra as flutuações de oferta do mercado comum. \u003C\u002Fli>\r\n\t\u003Cli>A tese de gestão financeira permanece ancorada no conservadorismo. O setor imobiliário brasileiro é reconhecidamente um negócio de ciclo longo em um ambiente macroeconômico de volatilidade curta.\u003C\u002Fli>\r\n\u003C\u002Ful>\r\n","O que dita o mercado imobiliário na região Sul?","mercado imobiliário, região sul, brasil ","Conceito de cidade em 15 minutos orienta investimentos, e ampliação do funding surge como medida imperativa\r\n","https:\u002F\u002Fcdn.griinstitute.org\u002Fuploads\u002Fhubnews\u002F00_BR_Sul_Outlook_Unsplash_Social_2026_4_20_17_16_04_1776716164.jpg","2026-04-20T17:05:29.000Z","2026-04-20T17:20:20.000Z",{"code":18},{"id":25,"color":27,"translations":1475},[1476,1478,1480],{"title":26,"slug":30,"language":1477},{"code":13},{"title":37,"slug":38,"language":1479},{"code":18},{"title":33,"slug":34,"language":1481},{"code":23},[1483,1491],{"id":47,"label":1297,"translations":1484},[1485,1487,1489],{"label":1297,"slug":1308,"language":1486},{"code":13},{"label":1311,"slug":1312,"language":1488},{"code":18},{"label":1315,"slug":1316,"language":1490},{"code":23},{"id":5,"label":1319,"translations":1492},[1493,1495,1497],{"label":1319,"slug":1330,"language":1494},{"code":13},{"label":1319,"slug":1330,"language":1496},{"code":18},{"label":1319,"slug":1330,"language":1498},{"code":23},[1500],{"name":171,"enName":171,"ptName":171,"iso2":1501},"BR",[1503],{"name":1504,"slug":1505,"image":1506,"order":115},"Henrique Cisman","henrique-cisman","https:\u002F\u002Fcdn.griinstitute.org\u002Fuploads\u002Fhubnews_author\u002FHenrique_Marcal_Cisman_GRI_Institute_Profile_PIC_2025_11_04_11_31_12_1762266672.jpg",{"pt-BR":1508},"\u002Fmercado-imobiliario\u002Fuso-misto-criacao-de-icones-e-disciplina-financeira-ditam-o-mercado-no-sul",[1510,1511,1512,1513,1514,1515],"Infra Brazil","Infra Latam","Real Estate Brazil","Real Estate Europe","Real Estate India","Real Estate Latam"]