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Quiet Luxury: The lifestyle that transformed Jurerê Internacional
Quiet luxury is a macro trend of recent years, but more importantly, it's a new way of living. Marked by refined discretion, appreciation for the essential, and choices that prioritize well-being without ostentation. Jurerê Internationally, this philosophy of life has already established itself as the foundation of an unprecedented urban transformation. A place where quiet luxury meets the exemplary infrastructure of a planned neighborhood, with enviable security and a quality of life unmatched anywhere else in the world.
What is it Quiet Luxury?
First of all, it is important to understand the meaning behind the term quiet luxuryIt represents a significant shift in how people view high-end consumption. Instead of seeking status through logos or extravagance, the focus is on subtle sophistication, the intelligence of well-thought-out details, and genuine exclusivity.
In other words, it's a luxury that doesn't need advertising. It's revealed in the architecture integrated with nature, the choice of high-quality materials, the timeless design of the properties, and the fluidity of a neighborhood designed for living with elegance, freedom, and tranquility.
How did Jurerê Internacional become a benchmark in quiet luxury?
Decades ago, Jurerê Internacional was seen as a vibrant summer tourist destination, characterized by parties and lively seasons. However, it is now experiencing the results of a strategic shift: the neighborhood has positioned itself to attract a new type of resident: discerning, discreet, sophisticated, and interested in life, with authentic experiences.
With that, a new chapter emerged. Jurerê Internacional has left behind the stigma of being an “ostentatious destination” and has established itself as the ideal address for high-income families who come from all over the world in search of a safe, intelligent and harmonious daily life.
What investments are planned to consolidate this new lifestyle?
By 2028, investments will be made R$ 5.5 billion in Jurerê International. This amount encompasses a complete urban transformation. New residential developments designed by architects such as Arthur Casas and Marcio Kogan, expanded commercial areas, green infrastructure development, and cutting-edge urban technologies.
Furthermore, these resources include the creation of integrated leisure centers, high-end sports facilities, and environmental preservation initiatives, using certified materials and sustainable solutions. Thus, the neighborhood has established itself as an example of contemporary urbanism with quiet luxury.
Why does Jurerê Internacional offer one of the best qualities of life in Brazil?
Jurerê Internacional combines a series of attributes that place it among the most desirable places to live in Brazil, Latin America, and the world. Above all, it stands out for its security: Florianópolis constantly figures among the safest capitals in the country, with crime rates considerably below the national average.
Consequently, families can enjoy a freedom rare in urban centers. It's common to see children walking to school, independently and safely, instead of armored cars and impassable walls. In other words, the neighborhood provides a sense of tranquility, freedom, and belonging that is increasingly rare in large cities.
In addition urban infrastructure It was designed from the outset to offer a high standard of well-being. Tree-lined streets, bike paths, well-maintained public spaces, modern surveillance systems, and easy access to excellent services are part of the residents' daily lives.
What is the lifestyle like for those who choose to live quiet luxury in Jurerê?
Who adheres to the lifestyle quiet luxury values meaningful moments, a healthy lifestyle with sports, family life, and connection with nature. In Jurerê Internationally, all of this translates into a pleasurable routine. So, walks on the beach at dawn, outdoor sports, refined cuisine, coffees with sea view and a neighborhood made up of professionals, businesspeople and families who share the same worldview.
Because of this, the neighborhood attracts a mature, high-income demographic looking for more than just real estate—they're looking for an authentic, elegant, and lasting lifestyle. These are people who have left behind the desire to show off and started investing in what truly matters: living well, with time, space, and especially peace.
Is there competition for this lifestyle in Brazil?
Contrary to what one might imagine, destinations like Balneário Camboriú, Brava Beach and Itapema do not compete directly with Jurerê International. Although they also house high-end properties, these locations offer a more urban, vertical, and fast-paced lifestyle.
Already Jurerê belongs to another universe. It is inserted in Florianópolis, an island city with countless quiet neighborhoods, surrounded by nature and focused on quality of life. In this sense, it's an environment much more focused on the balance between work, leisure, and health—key characteristics for those who embrace quiet luxury as a lifestyle.
What are the structural differences that make Jurerê a unique neighborhood?
At the moment, Jurerê Internacional has 100% treated sanitation, wide streets, preserved green areas and an urban governance model that favors the maintenance of order and aesthetics in the neighborhood.
Likewise, the presence of quality educational institutions, fully equipped gyms, sports clubs, and an active cultural agenda ensure residents' daily lives are complete, without the need to constantly travel to other parts of the city.
Therefore, live in Jurerê International is both a privilege and a rational choice: an investment in mental health, family safety, and continued comfort.
How does this new Jurerê interact with the desires of contemporary Brazilians?
The emerging Brazilian, increasingly conscious, is rethinking their values. Displaying wealth has lost ground to demonstrating balance. Because of this, quiet luxury attracts precisely this new consumer profile, who prefers elegance over excess and authenticity over ostentation.
Discreetly, Jurerê Internacional is being shaped to welcome this audience – people who understand that true luxury lies in the silence of a morning by the sea, in the confidence of leaving the gate open, in the kindness of neighbors, and in the freedom of living off the grid.
Why is Jurerê's location strategic for those who value convenience and quality of life?
At first, live in Jurerê Internacional means being surrounded by nature and tranquility, but without giving up quick access to all the services a modern capital can offer. Located in the north of Florianópolis, the neighborhood is just minutes from renowned medical centers, specialized clinics, excellent laboratories, and hospitals with cutting-edge infrastructure.
Furthermore, residents have easy access to high-quality essential services, such as bilingual schools, specialized gyms, integrative medicine clinics, and prestigious law and accounting firms. In other words, it's possible to live comfortably, healthily, and safely without having to leave the area.
What are the advantages of being close to the sea and enjoying a nautical lifestyle?
Another strong point of Jurerê Its natural calling is a lifestyle connected to the sea. With nearby marinas, sailing schools, and yacht clubs, the region is ideal for those who love water sports, sailing, and family leisure time on private boats.
For example, Veleiros da Ilha, located in Saint Anthony of Lisbon, and the Marina of Jurerê, just a few minutes from home, offer complete infrastructure for motorboats and sailboats. This way, living in Jurerê International is synonymous with freedom: whether it's sailing in the late afternoon or enjoying short trips to nearby islands.
In addition, entertainment also has a guaranteed space: Cine Art Paradigm, located in Florianópolis, offers a program focused on auteur cinema, making it a great option for quality cultural moments.
How do neighboring neighborhoods expand the options for those seeking quiet luxury in Floripa?
Cacupé: serene luxury by the bay
Analogously to Jurerê, Cacupé It's an upscale neighborhood that combines lush nature with high-end properties. Its beachfront mansions and gated communities attract families and investors who prioritize exclusivity and tranquility. Furthermore, the neighborhood boasts stunning ocean and sunset views, creating an ideal setting for those who value peace and natural beauty.
The square meter is more affordable than in Jurerê International, which makes it a smart alternative for those seeking the same standard of living with more space or a more competitive investment value.
Canajurê: the natural transition between the traditional and the modern
Canajurê is a neighborhood that represents the fusion of local tradition and planned growth. Located between Canasvieiras It is Jurerê The international neighborhood offers excellent infrastructure, proximity to shops, and easy access to quiet beaches. In other words, it's the ideal balance for those who want to live in a peaceful location with a sophisticated lifestyle, yet still connected to the city.
João Paulo: panoramic view and connection to the center
Located on the mainland of the island, John Paul It's known for its quiet streets and privileged views of the sea and North Bay. The neighborhood has increasingly attracted the attention of families and professionals, thanks to its strategic location—between the city center and the north of the island.
Furthermore, John Paul also shares the same attributes of Jurerê: security, excellent infrastructure, tranquility, and consistent real estate appreciation. While still competitive, the square meter value has increased year after year due to the growing demand for neighborhoods with these characteristics.
In conclusion,
Finally, Jurerê Internacional consolidates itself as the true symbol of quiet luxury in Brazil, offering a living experience that combines urban planning, natural beauty, security and sophistication in every detail.
In short, billions of reais in investments are not just changing the neighborhood's landscape – they are creating a new way of living, lighter, more sustainable, and smarter.
I.e, Jurerê It's not just a destination. It's a state of mind. A place where luxury is expressed in silence, harmony, and the genuine quality of every moment. All this in the heart of the capital.
We are Buzz Luxury Home, a real estate agency specializing in luxury properties in Florianópolis. For living and investing.
Count on our brokers and our specialized real estate consultancy to find the perfect property and guarantee a peaceful home in Florianópolis. In other words, from research to negotiation, we are by your side every step of the way.
With our experience and extensive knowledge of the region, we can help you find the ideal place to live and invest. We are in Jurerê Internacional, at Rua Alameda César Nascimento – 87, Loja 2, in Infinity Blue. Schedule your visit.
📱 +55 48 99660 6799
✉️ dayrocco@luxuryhomefloripa.com.br
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