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Vitality Park

Exploring new business models through conceptualizing holistic settlement for the elderly.

About project


The client asked for help in creating a vision that shows the future of elderly settlements. The aim was to design services according to the specific needs and expectations of potential elderly users and their families. In addition, the goals of potential investors and future managers of the complex needed to be aligned.

First step
Design research and needs assessment

We researched nursing homes and settlements for the elderly in Croatia and abroad, where innovative concepts inspired us in Italy, Australia, and England.

We interviewed different stakeholders of the elderly industry eco-system: home directors, head nurses, and doctors focusing on palliative care. Moreover, we encountered numerous current users of other elderly homes and their families and gathered knowledge about the overall user experience. We also detect challenges that users are facing daily:

  • stigmatization of nursing homes as inconvenient places to live
  • lack of empathy that society has developed towards aging
  • chronic lack of palliative and Alzheimer accommodation
  • lack of qualified nursing staff
  • fear of being neglected
Second step

We had the freedom to imagine an innovative concept of the “Vitality Park” as a settlement for the elderly to set new standards. Our inspiration was to create conditions for the seniors that combine a specially designed resort with all services in one place and a pleasant environment full of greenery that encourages the physical activity of users of the settlement and their visitors.

Through a series of co-creation workshops with the client, designers, and potential users, we have created the most important elements that the future settlement will have:

  • a redesigned concept of a home for the elderly that offers a hotel level of service and comfort
  • rehabilitation center with the most modern equipment
  • a specially protected ward for Alzheimer’s patients
  • discreet ward for palliative care users


We especially emphasize the public content that contributes to the added value of the settlement, such as:

  • children’s playground
  • gym
  • private polyclinics
  • catering facilities
  • chapel
  • boule court
  • grocery shop

The future settlement is characterized by beautiful green areas and a covered promenade that stretches along with the entire complex so that weather conditions do not affect the mobility of users during outdoor activities. The porch is greened on the roof side.

Third step

In cooperation with designers and architects, a detailed conceptual design and video presentation were made for further testing the concept. What follows are additional tests of the business model to make the future investment as sustainable as possible.

In its final development phase, the settlement will accommodate over 330 users, employ over 150 workers, and cover 22,000 m2 of gross built-up area.