One United Properties (BVB: ONE) is Romania’s leading green investor and developer of residential, mixed-use, and office real estate.
Since 2007, the company has been developing and managing a portfolio of landmark properties, with a focus on urban regeneration and real estate investments. One United Properties integrates a real estate development and management platform that covers the entire operational cycle, from land selection and acquisition to design, construction, and management. The business model combines real estate development with recurring revenue-generating assets, with a strategic focus on transforming underutilized urban areas into well-integrated modern communities that create long-term value.
One United Properties is an innovative, award-winning company recognized for sustainability, energy efficiency, design, and wellness. In 2025, the Financial Times recognized One United Properties as the ninth fastest-growing company in Europe over the past decade in its Top 300 ranking of “Europe’s Long-Term Growth Champions”.
Beatrice Dumitrașcu, CEO Residential Division One United Properties – a short interview on building communities, AI and leadership
1. What is the #1 change that ONE applied following BRAND MINDS?
I appreciate that BRAND MINDS succeeds every year in offering a unique palette of speakers and subjects that can be truly an inspiration.
Last year’s edition particularly caught my attention with the Sales Masterclass conducted by Craig Wortmann. It was a valuable experience that helped me and my team leverage our expertise in crafting pitches and earning trust, rather than chasing volume, as in our field a more meaningful and deep relationship with the customer is winning in the long run.
2. What is the latest project developed by ONE that our readers should learn about?
Actually, I would like to mention two special projects, since they address different targets, but both will have a positive impact on the development of Floreasca area.
I am referring to One Gallery, our restoration of the former Ford factory in Floreasca, probably the largest private investment in the restoration of a historic monument in our country.
We have been working on this project for several years and the launching is near; we are expecting to open it at the end of 2026. It will be a unique commercial hub on the map of Bucharest, hosting Marketta Food Hall, the country’s first food hall, alongside a wellness area, modern offices and other special areas that preserve the history of the place. What makes it worth knowing is the vision we had for this place, as we chose to give a piece of the city’s industrial memory a second life, open to everyone. And I think that tells more about how we think than any other launch we are preparing.
The second project I would like to point to is One Floreasca Sunset, our newest residential development in Floreasca and the latest chapter in a neighbourhood we’ve been shaping for years, alongside One Floreasca Lake, One Floreasca City and One Floreasca Towers.
What’s special about it is the location really hard to replicate in an urban landscape right now, surrounded by lakes and close to both nature and the urban life. It is our bestselling development during the first half of the year, with approximately 73% of its residential and commercial units reserved since sales began at the end of March 2026, making it one of the most successful launches in our history.
3. How is AI changing what leadership means inside ONE?
I think there is a lot of discussion around AI right now, but beyond the fact that it can give you even more access to information or can save time for certain tasks, I truly believe leadership is profoundly a human asset.
Over the years I have learned that a leader is the one who asks the right questions, who encourages the team to grow and reach its potential, who cares about how people feel and who is able to lead by example. I expect my team to have digital literacy, but to make their own judgment and decisions and take responsibility for them. A model is a tool, the judgement, the reasoning should always be human.
4. What decisions can leaders at ONE confidently support with AI and which decisions must remain grounded in human judgement?
I think AI can be genuinely useful where the data is measurable: market analysis, pricing, construction scheduling and so on.
What must stay human is everything that touches trust, community, brand feeling: how we publicly speak about us, how we treat a buyer, the teams’ connection, the relationship with our residents and tenants, the decisions around construction, sales or investments areas.
We are building more than homes and offices, we are building communities and this is definitely a human process.
5. Which human skills are becoming more important within teams at ONE in an AI world?
First, judgement. Especially under uncertainty.
The flood of data AI produces makes the ability to separate valuable information from noise or false an even more valuable skill. To this, I would also add the ability to listen to your team, your colleagues, your clients, your business partners. And, of course, the ability to interact and communicate is paramount in our field, especially when you sit between architects, engineers, legal professionals and marketing teams on the one hand, and clients and external partners, on the other. The point is to make them understand each other.
6. Which human values remain central to ONE’s real estate development regardless of technological progress?
Trust, responsibility toward the city and the people, and quality that lasts.
We build for the people and for the city with a long-term vision in mind. The temptation to make choices for what sells fastest is exactly the one we resist.
Urban responsibility means asking ourselves not only whether a development is profitable, but whether it makes the city better, more connected, more efficient, livelier and worth walking through.
With this comes respect: for the heritage we inherit, and for the people who trust us with something as personal as their home. And I believe no technology changes those.
7. How can ONE protect qualities such as belonging, privacy, trust and community in increasingly connected buildings?
That’s an interesting question. Belonging and community are part of our strategy regarding the clients, our relationship with them doesn’t end the moment we sign a contract.
We have built the concept ONE Community precisely for that and it offers our residents and tenants a wide range of benefits in our on-site facilities.
Furthermore, we have developed the series of events called Shaping Life, meant to bring special events to our community around different topics, such as sports, wellbeing, travel, reading etc. It is such a successful project that even people who do not live or work within ONE buildings wish to attend and the admission list is getting longer. I think this is the perfect evidence that we have successfully managed to build a community.
Regarding privacy and trust, we pay attention to first selecting our customers and secondly to ensuring not only highly certified sustainable buildings, but also well secured ones.
8. What does a human-driven future look like for ONE?
Technology will keep improving how we design, build, and operate and I hope it will remain a tool in service of how people actually live and work.
Looking further, I hope that our future cities become more human in terms of connection and supportive neighbourhoods, providing safe and greener places for their inhabitants.
Technology should help cities become better connected, more efficient, while humans need to preserve their authentic sense of community and belonging. In such a context, our job goes beyond building the smartest buildings and expands into creating places worth living in working in, while keeping the people who use them at the centre of every decision.
