The Power of Place + 10 years of POP!
To celebrate, we’re launching The Power of Place where you’ll meet global industry leaders as we chat about the concept of home, game-changing career advice, top hotels of the world, and more.
This month I celebrate ten years of Projects of Place.
Ten years since I really harnessed my career and stepped into the unknown to see what I was capable of. Ten years since leaving Melbourne and the ’security’ of employment, for the wild ride of life abroad and entrepreneurship.
With no real expectations, London under-promised and over-delivered.
The projects were diverse and interesting, just like the city itself. I had the opportunity to expand into Build to Rent, co-living and co-working when they were still considered ‘emerging’ sectors. The regeneration and placemaking schemes were huge and awe-inspiring - equally, their budgets.
I honed my operational and leadership skills, started leading business strategy alongside brand and marketing, and had the pleasure of working with some of the city’s top property brands and people. What a time.
Who loves a montage? Some memorable projects and moments from my London era.
They say all good things must come to an end.
‘They’ are right. With an urge for a new adventure, in 2018 I moved to Lisbon. And when I say adventure, I mean sleep. Kicking off with a sabbatical, I took time to rest and recalibrate, think and plan.
The sabbatical turned out to be a wise move. It shifted me from feeling burnt out and wanting to retreat to the countryside, to realising I had still had great energy to channel into POP. Ever since, I have felt inspired by new challenges, collaborations and opportunities and I consider myself very fortunate to work with such incredible people and projects. I just needed to learn how to keep things in balance and also, that it’s OK to take a break.
So here's to another ten years of property innovators, place-shapers and game-changers!
I’ll spare you the montage of the Lisbon era, you can just visit Instagram for that.
Introducing The Power of Place
Today we’re launching The Power of Place interview series where we chat to industry leaders from within the POP community and discover their most meaningful places, at home, at work and at large.
To kick-off, I took the interview myself. Scroll down for my responses.
Next, we chat to Andreea Popa, Senior Vice President, Property Development for The Standard hotels about her perfect Manhattan cave, the connection between language and home and why she’s taking a career sabbatical of her own right now.
THE POWER OF PLACE INTERVIEWS
THE POP COMMUNITY AT WORK, AT HOME AND AT LARGE.
Who are you?
Hi, I’m Caitlin Ure, Founder of Projects of Place.
AT WORK
What is your job?
I’m a business and marketing consultant for the property sector and a coach to its future leaders.
I’ve worked in property for over 20 years, across a diverse range of public and private companies, from start-ups to large corporations. My experience spans end-to-end, but mostly I am involved in strategic brand, marketing and communications for development brands and projects.
Where is work?
Mostly at home in Lisbon, with occasional international travel and a day here and there at a co-work space or cafe, when I need to mix up my vibe. It really depends on what I’m working on and what the client needs.
Why did you create Projects Of Place?
It allows me to be selective over the projects I work on. It keeps me interested and energised to work on a variety of projects, sectors and locations.
I introduced coaching services recently. I was being retained by clients to provide continued guidance and mentorship to their teams, so I decided to offer it as a dedicated service.
I launched the blog at the beginning of 2023 as a place to express ideas, share resources and connect with people in the industry. I enjoy writing it and I’m grateful to you for reading it!
If the property sector is historically male-dominated, how has being a woman been a benefit to you?
In a boardroom full of men, women can offer a unique voice. For me, because I also concern myself with the brand and the customer, my perspective can highlight opportunities and risks that others haven’t considered. Unique perspectives expose blind spots. It’s important that women don’t just have a seat at the table, but that we use our voice in that seat.
Can you name a female in property leadership you admire and why?
Every single one. Every woman in a leadership role in this - or any - industry has helped to pave the way for someone else to have a fairer path. I hope I have managed to do this too - whether directly or indirectly.
Fair and equal pay and career opportunities are reportedly still grossly unbalanced, so while we wait for the slow wheels of change to turn and old-fashioned thinkers to extinct themselves from the workplace, I think it’s important that individuals take initiative in facilitating change.
I know there’s an opportunity at the end of this interview for a shameless plug (I know because I wrote the questions) but it’s relevant for me to mention now that one of the areas in which I coach people is related to this very thing - how to confidently present themselves and demonstrate their value in a performance review to get paid what they’re worth. I think everyone can find performance reviews a bit uncomfortable, but women can be particularly humble about their achievements and underestimate their value - and it leaves money on the table!
I have used these coaching methods to create a digital course so it’s more accessible to more people. I’ll keep you posted on the launch date!
Tell us something you learned the hard way - OR - the best career advice you ever received?
I feel like I’ve done a LOT the hard way! So instead I’ll share some great advice I received - ‘Know Thyself’. It was a genuine legend of the industry who said this to me, which no doubt helped the message land with impact. But regardless, these two simple, powerful words - with their many philosophical interpretations - have served me as an invaluable tool that instantly connects me with my intuition in any situation and informs me of my best next step.
Have you had a career coach or mentor and if so, how has it benefited you in your career?
I’ve had some incredible experiences with 1:1 and group leadership coaching. I learned invaluable lessons about communication, influence, self-leadership, confidence and managing fear and negative self-talk. Tools for life, really.
What are your favourite business books, podcasts, blogs or publications - OR - just tell us the last great book you read?
I subscribe to a LOT of online media. I like a mix of news and views from Europe, Australia, the UK and the US. I listen to a lot of podcasts, subscribe to far too many newsletters (news, culture, design, finance, other Substacks - too many to name and quite honestly too many to read). I’m guilty of an Insta scroll and I save loads of links to articles that I’ll absolutely never read.
Offline, I have three books on the go right now Manifesto; Bernadine Evaristo, The Songlines; Bruce Chatwin and one on Greek mythology - which I’ve just realised I also have in audio book format. I hope I finish them. I did start and finish a book while on vacation this summer, but it was disappointing and not one I’d recommend.
I also buy magazines that I probably won’t get around to reading, although I do like to create collages, so they’re not a complete waste. Maybe.
I deeply regret including this question.
AT HOME
Where is home for you?
I was born in Melbourne, so Australia will always be home to me. I adore London, but I’m not sure I ever really called it home. Curiously, I referred to Lisbon as home quite soon after arriving here. It’s possible I just needed to give myself permission to use the word again, without feeling some kind of disloyalty to Australia.
Describe the home you live in now and something about it that makes you feel good.
My living room has high ceilings, receives fantastic light and adjoins a terrace with citrus trees, bougainvillea and a sunbathing dog. It’s a really lovely, bright space to live and work in.
What is it about your neighbourhood that makes it feel like home?
My neighbourhood is just far enough away from the main touristic areas of Lisbon to feel residential and homely. It has beautiful parks, great produce stores and restaurants and all the essential retail and services. I have friends living very close by too, so an impromptu vinho is easy to muster up!
Are you a renter, owner, builder, renovator or investor? Are you into property as an investment?
I am currently a renter, an owner and an investor. I have previously been a builder and I am really keen to design and build again. I hope to add ‘developer’ as I have a concept I’d love to bring to life. It is designed for Portugal but the concept works universally.
I am interested in learning about other investment types, because I don’t think property is the only way - it’s just the one I always found easiest to understand.
Money is no object. Would you buy property and if so what, and where?
Definitely. I’d like a quinta (rural estate) in Portugal, a pied-à-terre in London and a house in Melbourne with a large garden for BBQs, please. To begin with. You did say money was no object…
AT LARGE
What is your favourite holiday destination and why?
It’s so predictable, but for summer holidays I just love the Mediterranean sea. The colour and temperature of the water is just perfect and maybe it’s in my DNA, but I love to be on an island. This year I visited Corsica, Sardinia and Ibiza. I’d love to return to Corsica, it is an incredible landscape.
I also love a city break for the museums, music, food, wine and general wanderings. This year I visited Athens, Berlin and London. I hope to squeeze Paris in before the end of the year.
What is your favourite hotel, or hotel brand, in the world and why?
La Colombe d’Or is a boutique hotel near Nice, that’s famous for its art collection - it’s a very special place.
AMAN is an incredible brand, I think most people would agree. I was very lucky to stay at Amanzoe in Greece a few months ago, it’s just on a whole other level.
Two other hotels I loved this year were Chateau Royal Berlin which was just cool AF, and Mongibello Ibiza for super fun Amalfi-inspired style.
No matter where you are, what small thing can make you feel ‘at home’
A few weeks after moving to Lisbon, I took a road trip north for a look around. It was summer, but it had just rained. I was driving through an area dense with eucalyptus trees and my window was down. In that moment, the smell of rain steaming off the hot road, mixed with the scent of eucalyptus in the air, I could have sworn I was driving in Australia (it’s possible I was also playing one of my 1980’s playlists - great for driving, and added nostalgia). I actually think that experience is responsible for me feeling like I could call Lisbon home so soon. Deep.
Shameless plug. What do you want us to tell us, or sell us?
I want to sell you on the idea that you have a story worth telling that could inspire someone you’ve never met. Please get in touch if you’d like to share it here!
Thanks for being here.
Caitlin x