The Concept

The Concept www.theconcept.eu
www.theconcept.group

THE CONCEPT is a real estate advisory and brokerage firm providing sales, capital markets and strategic advisory services to developers and investors across Romania and selected European markets. With more than 15 years of experience, the firm has advised on the commercialization and investment positioning of over 130 residential developments and more than 6,000 apartments. The company operates th

rough three core service lines: Residential Services, Capital Markets and Corporate Advisory, supporting developers and investors in the sale, financing and strategic structuring of real estate projects and investment assets.

Meet Monika Woźniak-Zawioła, Partner & CEO Poland at The Concept, at EXPO REAL.From 5–7 October, The Concept will be in ...
10/09/2026

Meet Monika Woźniak-Zawioła, Partner & CEO Poland at The Concept, at EXPO REAL.

From 5–7 October, The Concept will be in Munich for one of Europe’s key real estate and investment events.

EXPO REAL provides a relevant setting for direct conversations with developers, investors and decision-makers exploring opportunities across Central and Eastern Europe.

As Partner & CEO Poland, Monika plays an important role in The Concept’s regional development: strengthening the company’s presence in Poland, connecting market expertise across CEE, and supporting the expansion of The Concept’s advisory platform beyond Romania.

Her role reflects the company’s focus on building a stronger regional model, with the capacity to support developers and investors through market intelligence, strategic positioning and cross-border real estate advisory.

The Concept supports developers and investors through an integrated platform combining Residential Services, Capital Markets and Corporate Advisory, built on market intelligence, strategic positioning and disciplined ex*****on.

If you are attending EXPO REAL and would like to discuss market dynamics, real estate opportunities in Poland and CEE or potential partnerships, connect with Monika during the event.

The Concept enters its next stage of growth.Effective 8 September 2026, Vladimir Pilca assumes the role of CEO, with a m...
08/09/2026

The Concept enters its next stage of growth.

Effective 8 September 2026, Vladimir Pilca assumes the role of CEO, with a mandate focused on consolidating the company’s operations in Romania, developing its presence in Poland and advancing its regional expansion.

With 26 years of professional experience, including 21 years in management roles, Vladimir brings extensive expertise in operational leadership, organisational transformation, commercial development and the coordination of complex teams.

He takes over an organisation with mature processes, measurable objectives and a business model validated across more than 130 residential developments and over 6,000 apartments.

“This appointment is not a change of direction, but the natural evolution of an organisation that has reached a new level of complexity. Vladimir brings the experience required to scale our platform while maintaining operational discipline and ex*****on quality,” said Daniel Tudor, Founding Partner & President of the Board of The Concept.

Through Residential Services, Capital Markets and Corporate Advisory, The Concept supports developers and investors through market intelligence, strategic positioning and disciplined ex*****on.

The foundation is in place. The next stage is about scale, performance and regional growth.

07/09/2026

17.800 de participanți, 170 de companii expozante, 70 de speakeri și meșteri, patru zile de conferințe, demonstrații practice, networking și inovație. O ediție realizată împreună cu o comunitate care schimbă modul în care se construiește în România.

Aftermovie-ul nZEB Expo București 2026 surprinde doar o parte din energia, oamenii și momentele care au făcut din această ediție cea mai amplă de până acum.

Mulțumim tuturor expozanților, partenerilor, speakerilor și vizitatorilor care au contribuit la această poveste.

Urmează ediția de la Cluj, rezervă-ți biletul gratuit din comentarii. Până atunci, te invităm să retrăiești atmosfera nZEB Expo 2026.

The residential market cannot be read through one indicator alone.Florian Ion from The Concept was live at Ziarul Financ...
01/09/2026

The residential market cannot be read through one indicator alone.

Florian Ion from The Concept was live at Ziarul Financiar, discussing the current dynamics of the Romanian residential market and the factors shaping buyer decisions today.

One of the key observations is that transaction volumes have decreased, while prices continue to move upward, broadly aligned with inflationary pressure.

At the same time, affordability needs a wider perspective. Compared with 2014, wage growth has outpaced the increase in residential prices, changing the way purchasing power should be analysed.

The discussion also highlighted important shifts in buyer behaviour: stronger interest in new suburban developments with integrated services, pressure on new supply caused by legislative constraints, and the impact of higher VAT on demand for older apartments.

In this context, the market is becoming more fragmented.

Price evolution, buyer decisions and project performance require a closer look at affordability, taxation, product quality, location and supply.

At The Concept, we believe market intelligence means understanding the connections between data, regulation, buyer behaviour and real demand.

🤝Meet our colleague, Eduard Maximov, at NRCC Summer BBQ.Business relationships are built in contexts where dialogue, tru...
17/08/2026

🤝Meet our colleague, Eduard Maximov, at NRCC Summer BBQ.

Business relationships are built in contexts where dialogue, trust and long-term perspective can develop naturally. For The Concept, events such as this are relevant because they bring together professionals, companies and decision-makers active in the Dutch-Romanian business community.

Eduard will represent The Concept at NRCC Summer BBQ, an event organised by the Netherlands Romanian Chamber of Commerce - NRCC and will be open to connect and exchange perspectives on real estate, investment opportunities and market dynamics throughout the event.

If you are attending, feel free to reach out and meet him there.

See you there!
05/08/2026

See you there!

27/07/2026

📊 The residential market is no longer a single category. A growing separation between new developments and pre-1990 housing is increasingly driven by the structural cost of new supply, rather than short-term sentiment.

Three factors are central to this change:

- nZEB Standards: Higher energy-efficiency requirements improve long-term quality but significantly increase initial development costs.
- Carbon-related Pressures: Regulations on materials such as steel, cement, and aluminium are increasing pressure on procurement costs and margins.
- Labour Shortages: Wage adjustments have become a permanent part of the structural cost base for every new square metre.

Consequently, new housing is becoming a distinct, more capital-intensive product category. This shift impacts buyer behaviour: those priced out of the new-build segment are redirecting demand toward older stock, creating an artificial support level for assets that often require significant future investment in modernisation.

The market is entering a disciplined phase where product quality, energy performance, and pricing strategy matter more than broad narratives. Future equilibrium depends on a recalibration of expectations: new developments will consolidate as high-efficiency assets. At the same time, older stock must be priced based on its actual operating costs and long-term capital requirements.

For The Concept, disciplined market intelligence is key: understanding not just what buyers can afford today, but what each residential product truly represents over the long term.

Real estate investment is rarely about choosing the “best” apartment.It is about choosing the right risk profile.🧐 Let’s...
24/07/2026

Real estate investment is rarely about choosing the “best” apartment.
It is about choosing the right risk profile.

🧐 Let’s take a simple 2026 investment case.

You have €150,000 to allocate in the Romanian residential market, with one objective: protect value over the next 5 years.

Two options are on the table.

A - Existing stock
A 3-room apartment in a 1980s building, in a consolidated semi-central area.
More surface. Established location. Potentially stronger short-term yield.
But also future CapEx, energy-efficiency limits and higher maintenance exposure.

B - New nZEB development
A 2-room apartment in a new residential project, built under current energy-efficiency standards.
Less surface. Higher price per square metre.
But lower operational costs, better technical standard and stronger long-term liquidity potential.

So the question is simple:

Would you rather own more square metres in an older building or fewer square metres in a future-proof asset?

➡️ Comment A or B, and tell us why.

The Concept team will join the discussion with a market-based view on Total Cost of Ownership, financing criteria and the real profitability of residential assets in 2026.

A must-watch conversation on growth, vision, and leadership! 🎙️​On the latest episode of her podcast, Monika Woźniak-Zaw...
22/07/2026

A must-watch conversation on growth, vision, and leadership! 🎙️

​On the latest episode of her podcast, Monika Woźniak-Zawioła sat down with Daniel Tudor to discuss The Concept’s expansion into Poland. They talked strategy, business milestones, and the real human stories driving our journey forward.

​▶️ Catch the full episode—link in the comments!

THE CONCEPT has successfully advised and facilitated the acquisition of a portfolio of 18 apartments within Icon Studios...
21/07/2026

THE CONCEPT has successfully advised and facilitated the acquisition of a portfolio of 18 apartments within Icon Studios, a residential project developed by Media City, in Bucharest, Romania.

The transaction was managed by Grinici Ovidiu, Corporate Advisory, and Vlad Dornea, Capital Markets, who coordinated the process from the initial opportunity assessment and commercial positioning through negotiation and closing.

Acting as transaction advisor, The Concept brought together its residential market expertise, investment perspective and structured ex*****on capabilities to align the interests of both parties and deliver the transaction.

Hubix Investment acquired the portfolio as part of its strategy to allocate capital to urban residential assets supported by market demand, efficient product configuration, and long-term liquidity potential.

This transaction reflects The Concept’s integrated approach to residential investment advisory, combining Corporate Advisory, Capital Markets expertise and a disciplined transaction process.

Seller: MediaCity
Buyer: Hubix Investment
Asset: 18 apartments within Icon Studios by MediaCity
Transaction value: €1,6M
Transaction advisor: The Concept

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Uricani

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Monday 09:00 - 18:00
Tuesday 09:00 - 18:00
Wednesday 09:00 - 18:00
Thursday 09:00 - 18:00
Friday 09:00 - 18:00

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