Thursday, 19 March 2026
The concept of residential living in major cities is evolving rapidly, shaped by changing lifestyles, mobility patterns and rising expectations for integrated urban environments. In Bucharest, premium residential developer Cloud9 is positioning itself at the forefront of this transformation. The company’s CEO, Răzvan Brasla talked with CIJ EUROPE and explains that the firm’s strategy has shifted from delivering high-quality residential buildings to creating complete urban ecosystems designed around convenience, community and long-term value.
Cloud9’s journey began in 2017 with the development of its first project in an area traditionally dominated by office buildings. At the time, residential construction in such locations was uncommon in Bucharest, but the company saw an opportunity to introduce a different type of urban living environment.
“The idea was to create something distinctive for that period,” Brasla recalls. “The area was mainly developed for office buildings, so very few developers considered residential projects there. We decided to take the challenge and introduce a premium residential concept.”
The first phase of the development, completed in 2021, delivered approximately 820 apartments and was fully sold. The project also distinguished itself technically. At the time, the use of fully ventilated façades across entire residential buildings was rare in Bucharest, where developers typically combined painted thermal insulation systems with smaller ventilated sections.
“For us, using a fully ventilated façade was part of positioning the project in the premium segment,” Brasla explains. “It was an important design and quality decision that helped define the brand.”
Since then, the company’s vision has expanded beyond premium materials and finishes. The next stage of the project, known as Cloud9 Evolution, reflects a broader ambition to create self-contained residential communities where essential services and amenities are integrated into the development itself.
“Our philosophy has evolved from building premium apartments to creating an urban ecosystem,” Brasla says. “Today the focus is not only on the apartment itself, but on the entire living environment.”
The Evolution phase incorporates a wide range of amenities within the development, including a school, grocery store, coffee shop, gym and various service facilities. The goal is to create a lifestyle where daily needs can be met within walking distance, reducing reliance on long commutes across the city.
This approach reflects the growing popularity of the “15-minute city” concept, which emphasizes proximity to essential services. For Bucharest residents, the idea carries particular relevance given the city’s heavy traffic congestion.
“People increasingly want to live close to everything they need,” Brasla notes. “If you can reach the office, school, park and daily services within 15 minutes, it changes the quality of life significantly.”
Cloud9 Evolution primarily targets young professionals and families seeking a dynamic urban lifestyle. The inclusion of educational facilities within the project is a key component of this strategy.
“Our main focus is young families, entrepreneurs and professionals who want a modern urban lifestyle,” Brasla explains. “Having a school inside the project was an important decision because it supports that community.”
At the same time, the development also attracts investors looking for long-term property value appreciation. While rental yields are a factor, Brasla says many buyers see residential real estate as a stable way to preserve capital.
“Investors come to us because they want to secure their money in a strong project in a good location,” he says.
Design innovation also plays a central role in the project’s evolution. One example is the introduction of so-called “2.5-room” apartments that incorporate dedicated workspace areas — a concept inspired by the shift toward hybrid and remote work following the pandemic.
Outdoor space has also been expanded, with larger terraces replacing the smaller balconies typical of earlier residential developments.
“We increased terrace sizes significantly so residents can spend time outside comfortably,” Brasla explains. “People realised during the pandemic how important these spaces are.”
Architectural detailing has been upgraded as well. The new phase features ceramic façades, high-quality aluminium window systems and premium interior materials sourced from leading European manufacturers. The aim is to deliver boutique-style design standards across a large-scale residential project.
“We want residents to feel like they are entering a hotel when they arrive home,” Brasla says. “From the lobby to the corridors and elevators, the design should create a hospitality experience.”
The development also places a strong emphasis on landscape design. Approximately one hectare of green areas, along with green roofs and carefully planned outdoor spaces, form an integral part of the project’s identity.
Despite rising construction costs across Europe, Cloud9 aims to maintain quality standards through rigorous planning and financial discipline. Brasla emphasizes that projects are not launched until the full architectural and engineering design is finalized.
“If the project is properly designed and all technical elements are coordinated from the beginning, you can maintain control over costs,” he explains. “Many budget problems arise when projects begin construction before the design is fully completed.”
The company works with specialized external architects selected for their expertise in specific asset classes. Close collaboration between designers, engineers and financial teams ensures the project remains aligned with its original concept and budget.
“Quality comes from taking the time to design things properly,” Brasla says.
Looking ahead, Cloud9 is exploring expansion into other Romanian cities. The company is currently evaluating several locations where it could replicate its integrated urban ecosystem model.
“We are looking for large plots of land where we can create the same concept — residential living combined with all the facilities people need,” Brasla explains. “Our goal is to expand the brand nationally.”
Consumer behavior in Romania’s residential market has also changed in recent years. According to Brasla, buyers have become more cautious following market volatility and regulatory changes affecting off-plan sales.
“Clients today want to see progress on site before making a purchase decision,” he says. “They visit projects multiple times to check construction progress and ensure the developer delivers what was promised.”
As a result, many buyers now prefer purchasing apartments closer to project completion rather than during early development phases.
For Brasla, this shift underscores the importance of financial stability in residential development. Developers should have sufficient capital to complete projects independently of early apartment sales, he argues.
“In my opinion, no developer should start a project unless they have the resources to finish it,” he says.
Cloud9’s current development pipeline includes two major phases totaling over 1.140 apartments along with integrated commercial and educational facilities. The company has already reached approximately 50 percent sales for the first stage currently under construction.
Despite regulatory challenges and market uncertainty, Brasla remains confident in the long-term prospects of Bucharest’s residential market.
“Compared with many European cities, Bucharest still offers relatively affordable property prices,” he says. “Over time, we expect values to continue growing as the city develops.”
The company’s brand name itself reflects its ambition to deliver a distinctive living experience. In English, the phrase “Cloud Nine” describes a state of happiness or contentment — a feeling Brasla believes the development aims to capture.
“Our idea was always to do something different,” he concludes. “If people feel they are living on ‘Cloud9’ when they come home, then we have achieved our goal.”
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