It’s about the city, not just the buildings: Beatrice Dumitrașcu on One United’s brand and mission
In Romania’s rapidly evolving real estate landscape, One United Properties is doing more than building apartments - it’s crafting aspirational lifestyles and shaping the city. “People are not just looking for an apartment - they want to…
In Romania’s rapidly evolving real estate landscape, One United Properties is doing more than building apartments - it’s crafting aspirational lifestyles and shaping the city. “People are not just looking for an apartment - they want to acquire a lifestyle,” says Beatrice Dumitrașcu, CEO of the Residential Division, whose strategic vision has helped shape one of the country’s most influential real estate brands.
From the inception of the “branded residences” concept to high-impact urban regeneration projects, One United has consistently raised the bar on what modern urban living means. The developer’s commitment to sustainability, design excellence, and community-driven planning has not only earned it a place among Romania’s top 25 most valuable brands but also the prestigious Superbrands recognition.
With developments like One Floreasca City and One Cotroceni Park already transforming Bucharest’s skyline, One United’s ambitions stretch far beyond residential living. From spearheading Southeast Europe’s largest semiconductor R&D center to launching One Gallery, which will include the largest food hall in Eastern Europe among other facilities, the developer is positioning Bucharest as both a livable city and a competitive global destination.
“ONE is not just a brand - it’s a vision about an urban lifestyle, about the art of living in the city,” Beatrice Dumitrașcu asserts.
Read the full interview below:
One United Properties has been recently named a Superbrand in the Real Estate/Properties Development & Management category. What does this mean for your brand?
Beatrice Dumitrașcu: Being part of Superbrands 2024-2025 is a valuable recognition of our ongoing commitment to quality, exceptional design, great location, and sustainability in real estate. The recognition follows a rigorous market analysis conducted by Ipsos, the official research partner of Superbrands in Romania. We are truly honoured to join a select group of commercial and business brands that stand out for their solid reputation and impeccable branding culture. This award is an acknowledgment of our long-term effort to deliver sustainable contemporary developments that improve the city. Last but not least, it is a confirmation of our transparency and dedication to the clients’ needs, reinforcing their trust in the ONE brand.
Does the brand matter in real estate?
Beatrice Dumitrașcu: It does, but it works differently in real estate than in other industries. When discussing property development, we usually talk about a major investment, which requires a very high degree of trust in the first place. Clients are paying more and more attention to details such as the community around a certain development, as well as the background of the developer. Trust is paramount in this market. That is why a strong brand is not only a guarantee of quality, but also a promise that the developer is meeting high standards, delivering what they promise, and that the value of the property will appreciate over time.
