In a competitive and evolving residential market, Prima Development Group is focusing on practical, design-driven housing solutions. The Prima Vista project in northern Bucharest is a key example of the company’s strategy to adapt to constraints while delivering long-term value. Co-CEO and Partner Adrian Stoichină spoke with CIJ EUROPE about how the company is redefining large-scale housing developments. Prima Vista was acquired as a partially completed project, with four of the thirteen planned buildings remaining. The new owners could not alter the permitted structure or height of these buildings. Rather than view these limits as restrictive, Prima used them to refine its internal design process. The company ran a competition among architectural firms, evaluating proposals not just through internal review but also by polling potential residents. The question wasn’t about which concept people preferred aesthetically, but which one they would actually choose to live in. This approach guided decisions at every stage—from façade design to apartment layout and landscaping. Each unit was assessed individually for both function and appeal, based on how buyers typically evaluate properties: through a single visual impression. Prima Vista’s strategy balanced cost and quality. Rather than compete directly with luxury projects nearby, the company positioned the development at a more accessible price point while maintaining a high standard of workmanship. Apartment sizes range from 38-square-metre studios to 98-square-metre penthouses, aiming to attract a wide range of buyers. According to Stoichină, women tend to lead the selection process based on interior layout, while men often evaluate construction quality and technical details. The location is also a key asset. Situated in an established residential area with schools, retail, and transport connections nearby, the project appeals to people working in nearby business districts like Pipera. The development’s proximity to Bucharest’s ring road and other infrastructure adds to its practicality for families and professionals alike. Looking ahead, Prima Development has a pipeline of over 3,000 apartments across multiple Bucharest districts. One upcoming project on Șoseaua Gheorghe Ionescu-Sisești will include 2,000 units with direct lake access and public amenities such as kindergartens, green spaces, and retail. The goal is to create integrated neighbourhoods that function as self-contained communities within a 15-minute radius. Sustainability is part of the broader plan, though Stoichină acknowledges that environmental considerations are not yet top priorities for most buyers. At Prima Vista, sustainability upgrades were limited due to existing permits, but provisions were made for EV charging infrastructure. In contrast, newer projects like Prima Astera are designed to meet Near Zero Energy Building (NZEB) standards. For Prima, environmental features will become more important as regulation evolves. Construction quality remains a central concern. Prima acts as its own general contractor, which allows greater control over execution. However, ensuring consistent quality across projects presents challenges. Stoichină notes that the broader market does not always prioritise quality control, so Prima invests in long-term partnerships with contractors who are open to higher standards—even offering financial support to help them grow. Buyer expectations are also rising. More clients now engage technical consultants during site visits and ask detailed questions about materials and project history. Stoichină views this as a positive development, one that encourages transparency and helps buyers make informed decisions. Prima supports this by directing potential buyers to completed projects to assess quality for themselves. With projects currently under way in both Bucharest and Oradea, Prima aims to deliver approximately 500 apartments per year in each city. But for Stoichină, growth is not the only metric of success. The company is focused on building a reputation based on trust, consistent delivery, and long-term quality. Looking to the future, Stoichină envisions residential areas with no surface parking, more shared green spaces, and infrastructure that fosters community life. The objective is to create environments where families can connect and children can safely play outdoors—neighbourhoods built not only for living, but for interaction. In a market shaped by volatility and shifting expectations, Prima Development Group is prioritising stability, functionality, and thoughtful urban planning—delivering homes that reflect how people actually want to live. © 2025 www.cijeurope.com