Madá Vanguard Decorated

Madá was born in Londrina as a project that decides to invert the traditional logic of real estate development: here, it is not the house that extends to the city, but the street that invades the house. Developed by Superlimão for Vanguard, the youthful brand of the Plaenge Group, the development translates the spirit of Vila Madalena across two model units and the common areas, bringing into the building the vibrancy, the mix of uses, and the sophisticated industrial aesthetic that shaped the São Paulo neighborhood. The project consolidates the partnership between Superlimão and Vanguard, which began with a first delivery that went viral on the developer's social media and strengthened a communication strategy anchored in the firm’s creative signature. From this synergy, a fertile ground was born: Madá as a laboratory to experiment with new ways of living and to challenge market standards. Throughout the process, Vanguard not only made room for unconventional choices but also encouraged decisions that are rare in residential developments. Real concrete floors, stripped pillars, exposed installations, metallic structures, honeycomb ceilings, and an aesthetic repertoire directly inspired by the street form the backbone of the common areas and migrated into the model units as a “teaser” of the final building. The result of this mutual trust appeared right at the pre-sale: all 45 m² units were sold in just three hours. The Madá campaign, built with collage-style language, references to Beco do Batman, and a youthful aesthetic, reinforces the central theme of the development: a building that acts as an extension of the street. No generic common areas; the entrance is a bar, and the collective spaces function as small stretches of the city—vibrant, hybrid, and open to multiple interpretations. In the model units, Superlimão expanded this narrative by creating two apartments that function as a sensory preview of the common areas. The façade, inspired by Tetris pieces, generated the motto “everything fits,” aligning architecture, interiors, and communication in a single conceptual gesture. In the 45 m² apartment, the metallic honeycomb ceiling—the same as in the common areas—establishes visual continuity between public and private space. Exposed installations, conduits, raw textures, and the tile from the Traço e Ponto collection by Superlimão reinforce the urban and sophisticated character without affectation. To complete the scene, the staging abandons sterilized decor and assumes small fictions of use: a wine glass marked with lipstick, a planner with messages, misplaced objects. Life, and not the furniture, becomes the protagonist. The 82 m² apartment expands this materiality with the same concrete floor, the same metallic frames, and the exclusive Superlimão tile used in the development's collective bathrooms. A rug with the map of São Paulo and the signature swing on the balcony connect daily life, the city, and design in a unique, direct, playful, and affective gesture. Even what would have been just a garden became an opportunity to reinforce the concept. Invited to design the outdoor area of the sales center, Superlimão responded with a "counter-garden": a panel that simulates a building façade, with colored windows and silhouettes of residents in daily scenes—sweeping, practicing capoeira, living. The developer immediately embraced the idea, recognizing there the common thread of Madá: not to represent an idealized house, but to translate the city into architectural language. Madá also marks a turning point for Vanguard, which reinforces its positioning as a high-end brand aimed at the young adult—an audience seeking authenticity, fluidity, urban language, and less rigid proposals. A development that not only reflects a contemporary way of living but provokes it.