The ethical and collaborative business model from the promoter's point of view: the Hotel B&B Madrid Tres Cantos case study

João Bartolo | Director of Real Estate Development

When the challenge of constructing buildings with the CREE Buildings system in Spain was launched, we considered The First, the first timber-hybrid (wood + concrete) construction on the Iberian Peninsula, located in Guimarães, as our point of reference. This was a project that proved to be a success in its design and development, and which was only possible thanks to the company's values, where the collaborative model predominates, recognising the importance of working closely with all the project's stakeholders right from the outset. 

To develop this new project, we tried to identify the systems, processes and concepts used in Guimarães, consulting all the teams involved, in order to gather all the knowledge and experience acquired in the construction of the first timber-hybrid building on the Iberian Peninsula.

We realised the need to actively involve all in-house and external stakeholders, so that we could better understand their needs and concerns, to enable us to work together and find the best solutions that would benefit all parties.  

We began by presenting our solutions to the team of architects, who have a different responsibility in Spain than they do in Portugal: they are the originators and legally responsible for all areas of expertise and construction management on behalf of the developer. Based on our clearly defined values, disseminated throughout the company's structures, where ethics is one of our defining principles, acting transparently, with integrity and honesty, we shared all our knowledge and solutions in order to gain the necessary trust from the team of architects and engineers, who were legally responsible for calculating and monitoring all the components developed in-house, but which are an integral part of the final project.  

The entire external project team agreed to work with us on this challenge, making a commitment to various aspects of sustainable development. These aspects involved, on the one hand, the adoption of greener construction practices, with the use of hybrid structures and industrialised construction solutions; and, on the other, the use of innovative technologies and advanced construction practices, to guarantee the quality and efficiency of the project. It also involved careful planning to ensure harmonious and efficient integration into existing communities, contributing to their well-being and long-term development process.  

During the design phase, we visited the Guimarães building with our new partners in order to identify all the elements that needed to be adapted to the project in Spain. We wanted to ensure compliance with all the solutions we intended to adopt, by checking and complying with all the relevant laws and regulations in all areas of our activity within the Spanish legal framework, as well as guaranteeing compliance with safety and building standards, environmental regulations, labour legislation and ethical standards in the sector.  

All this work was carried out in total collaboration within our value chain, integrating the knowledge acquired from the Guimarães team, the development of the project by the contract architects (TdB Architecture 1992), the contractor (Casais España) with the information, plans and drawing of our in-house companies, such as TopBIM, Blumep and Blufab, together with the suppliers and installers agreed in advance, to ensure that they shared our commitment to quality, sustainability and regulatory compliance. The use of project coordination tools is indeed an essential element of the collaborative process, and BIM modelling was integrated from the outset. At the same time, the use of digitalization makes it possible to produce an accurate Digital Twin of the asset, a crucial element for its operation/use phase, with predictive and prescriptive capacities. 

The involvement of all the participants along the value chain was decisive in achieving a building that fulfilled the commitments of environmental, social and economic sustainability and thus became another example of the effective implementation of ESG (Environment, Social and Governance) strategies within the Casais Group, responding to the challenges posed by the UN in terms of its SDGs (Sustainable Development Goals). From the initial planning through to construction and ongoing operation, each stage requires cooperation and commitment from all parties involved, including architects, engineers, builders, suppliers and the owner, while also taking end users into account.

This comprehensive involvement not only ensures the effective implementation of sustainable practices, but also promotes a culture of shared responsibility and continuous innovation.

For the promoter, the adoption of an ethical and collaborative model based on design for change makes it possible to provide answers in the market. In addition to the environmental and social axes, the model includes innovative answers in economic and financial terms, such as the possibility of access to green finance, the reduction of financing periods, as well as the reduction of project execution times and, consequently, the faster entry into service of the asset. At the same time, the possibility of certification (by different certifying bodies) is an added value when placing the asset on the market.  

Another important aspect that has been taken into account has to do with the role of the developer in terms of circular economy principles, with the adoption of systems and solutions that make it possible to extend the useful life of the building due to their flexibility in terms of adapting layouts to new functions, and also enables their components to be reused in new projects in the future. The collaborative model is essential to achieving these levels of customer service and is a hallmark of Casais. 

Through this holistic collaboration, it is possible not only to meet, but also to exceed sustainability expectations, resulting in buildings that respect the environment and society while offering long-term economic benefits.

It is therefore imperative to recognize and promote the importance of involving the entire value chain in the development and construction of this type of project, respecting these principles aimed at a more sustainable and resilient future.