M+
A building to lease. A destination to desire.
Located in the heart of Lyon’s Part-Dieu district, M+ is a 27,000 sqm mixed-use development positioned within the prime real estate segment. In a highly competitive market, the challenge was not only to market the project, but to create preference.
Client brief
How can a project become desirable before it even exists?
With a long development timeline (2023–2026), the strategy needed to sustain attention over time and progressively build anticipation.
Our response
Transforming a real estate project into a living brand.
Rather than selling a building, we designed a comprehensive platform capable of creating projection, generating emotion and accelerating decision-making.
A structuring concept: M+
A simple and powerful positioning: M+ stands for loving more — your environment, your neighbourhood and your daily life.A long-term communication system
We developed an evolving strategy designed to accompany every phase of the project. The guiding principle was simple: never disappear from the radar.An immersive showroom
Rather than a sales space, we created an immersive tool designed to reduce the distance between drawings and reality.Making the building tangible through storytelling
We produced a manifesto film that brought the building to life before its completion. Created using binaural sound, the film offered a sensory immersion into future uses, flows and everyday rhythms.A complete brand ecosystem
Extending the narrative beyond the film, we developed a coherent brand ecosystem including visual identity, mobile application interface and landing page.
A global platform designed to make the project understandable, tangible and desirable long before its delivery.
TETRO
Mathieu Despeysses