In 2021, we embarked on our inaugural project in Central America, developing a brand for a new residential development on Panama City’s west side. Standing proudly at the entrance of the historic Panama Canal, the property boasts breath-taking panoramic views of the Pacific Ocean. As a joint venture between Panama City-based Grupo Eleta and a Hong Kong-based investor, the project became a landmark, showcasing the fusion of local expertise and international vision.
Informed by their research on local history and target customer profiles, our team envisioned a brand seamlessly blending water-centric living with cultural vibrancy and international luxury appeal. Situated between Casco Viejo and Amador, the project offers an ideal location near the city’s best dining, nightlife, and attractions.
Through meticulous research, the name "Passage" emerged naturally as the embodiment of the new residence. Representing both the geographical proximity to the Panama Canal and a captivating narrative, "Passage" became a cornerstone of the brand, symbolizing a gateway to new adventures and seamless connections between worlds.
In close collaboration with the local client team and architects, we designed the PASSAGE brand as the embodiment of prestige living by the Panama Canal, projecting a fulfilling, cosmopolitan lifestyle with abundant activities for all ages.