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Designing for the Flexible Generation: An Insight into Kate Shifman’s Journey!




We at Her Expat Life recently caught up with Kate Shifman who is leading the charge in creating spaces and experiences tailored for the Flexible Generation. As the founder of RedBridge Lisbon and an award-winning community builder, Kate has harnessed her extensive background in digital media to innovate in the realm of co living and community engagement. Featured on NASDAQ and a sought-after speaker on digital nomadism and life-centric living, Kate's work resonates with expats and remote workers seeking not just a place to live, but a vibrant community to thrive in.


Join us as we delve into her inspiring journey, her vision for co living spaces, and how she’s shaping the future of living and working in Lisbon, Portugal.



  1. What inspired you to transition from a career in growth marketing to creating spaces

and experiences for the flexible generation?


I began my location flexible journey at the ripe age of 8, when I started to split my time

between summers with my father in New York and the school year in Kharkiv, Ukraine with

my mother. I was the only kid flying alone from Moscow to New York twice a year - all the

stewardesses knew me :) 

After several years in New York, I moved to London and started a photo agency which took

me all around the world for 7 years living out of hotels for 300 days a year. I eventually

moved back to New York where I worked in digital marketing for brands like Disney, Procter

& Gamble, and many others for 10+ years prior to moving to Portugal in 2016.

It was the result of these experiences in my childhood and photo agency days that ignited my

interest in the way spaces affect our physical and emotional performance as well as what it

means to build for people who are transient, how can we create spaces that truly support us

on our nomadic lifestyles. 



  1. You’ve built communities that help people thrive in harmony with the natural

environment. What do you believe are the key elements for designing truly human-

centred, regenerative spaces?


I truly believe that there needs to be a holistic approach to this, one which honours the needs

of the people – the intended users of the space as well as locals (individuals, businesses,

families, social structures) as well as a minimally disruptive, and hopefully regenerative

relationship with the natural environment.

This was of paramount importance to me when designing AOMA and resulted in the “360-

degree eco-positive approach” I designed.

The main idea is looking at the business – its processes, structures, etc – and the consumer

journey and identifying ways to replace extractive or unsustainable processes and behaviors

with more sustainable ones.

One example from AOMA is the location itself – it was crucial for me to have land walking

distance to the bus station. This completely changes the paradigm - from guests having to

rent cars to stay with us and then using cars to shop at the supermarket, we are able to turn all

this on its head and support a more sustainable transportation alternative– by bus to and from

Lisbon; we then have e-bikes for rent at nominal rates helping our guests discover the

beautiful surroundings in a more environmentally friendly way. And when it comes time for

them to do their weekly shop, we have partnerships with local farms delivering produce to

the House, thus diverting our guests’ money from the big guys to the small local businesses.



  1. As an advocate for digital nomadism, how do you think this lifestyle contributes to

personal growth and overall wellness?


I think because this lifestyle takes a degree of courage and self-knowledge to embark on and

maintain, it teaches us to reject the default modes of being we’ve been sold by society and

become independent thinkers.

Meeting people all around the world teaches kindness, it’s the best way to feel our “oneness”

with the world around us and all its beings.

This lifestyle nurtures critical thinking as well as tolerance, flexibility, and continued growth

– all important qualities needed to thrive in a modern society.



  1. How do you balance the concept of location independence with the need for strong,

connected local communities in spaces like AOMA?


Great question! Every ship needs a port… Non-stop movement tires our bodies, minds, and

souls. We need a “conscious pause” – which is in fact the inspiration for the name AOMA. It

is derived from the Japanese concept of Ma, translated as “the space in between” – the pause

between the notes in music, between the pillars of a temple, between words… the shadow

which brings out the luminance of light…

We all need “Ma” – a conscious pause – to recharge, regenerate, and grow. And spaces like

AOMA provide the home away from home and the community for location independent

people



  1. With your expertise in co-living and co-working, what advice would you give to female

entrepreneurs who want to create collaborative spaces that foster innovation and

inclusivity?


Speaking as a marketer, the first thing you need to be absolutely clear on is the WHO.

Who’s your audience and what do they need?

Where are the gaps?

Do they need tech spaces, podcast labs, record shops, cat cafes or bakeries?


All are physical spaces where you can create that magic, so you need to know the best way to support the needs of your audience. Innovation is in the thinking, not technology. Create something that supports the needs of your constituents in the best way possible

Once you know this, start small, experiment a lot, iterate. Look at A x B type concepts –

combining two needs of your audience; Study what’s missing in the marketplace.

Most of all – be playful, enjoy.

Entrepreneurship is hard, it’s by far more difficult emotionally than being employed. It’s

glamorization leads to many embarking on this path for the wrong reasons resulting in mental

health issues, burnout and financial struggles. Pick your path. Maybe you do this as a hobby

with low stakes instead of building an empire? Listen to the voice of your true self.



  1. In a world increasingly driven by AI and technology, how can we ensure that these

advancements empower individuals to lead more life-centric, fulfilling lives?


Technology is incredible and it’s here to support us. How we use it is up to us. I think one of

the main problems right now is the general overwhelm – of information, rapidly evolving

technology, societal trends, personal relationships. Learning to really listen to oneself and

engage with technology mindfully, on one’s own terms will be key in making it work for us.


  1. What challenges did you face when building AOMA in Portugal, and how did these

experiences shape your vision for future projects?


Where do I start! Because this is a very different kind of project – architecturally and

conceptually – for Portugal, it’s been nearly impossible to get any sort of help from the

government in the forms of grants, loans etc despite the impact it’ll create once built.

It’s been disappointing to be perpetually “ghosted” by banks or potential investors –

primarily Portuguese - who would never just say they weren’t interested, instead just

stopping to respond. I find this totally unprofessional and discouraging for a founder to

experience.

The war in Ukraine caused construction prices around the world to double, at which point I

had a choice to either give up or look for investors as I was no longer able to finance the

project on my own. Of course, I did the BIG SCARY thing, and, eventually, I have gathered

a group of incredible humans from all over the world who believed in me and the project and

are now walking this path with me.

We still have some equity to raise so if you are reading this and would like to get involved,

reach out! We offer excellent returns, a vibrant community of likeminded people, and a

beautiful, resilient project built to support the lifestyle of the future!

Now, when I look at expanding AOMA, the principles will always remain the same – life-

centric spaces developed according to the THRIVE framework.

This can manifest itself in new ways. I’m definitely thinking more modular construction,

partnerships, a variety of space typologies.

We have just signed our first space partner – a stunning 12-bedroom historical space in the

heart of Portugal’s Wine Country, Alentejo. We’ll work with them on design and guest

experience, bringing our AOMA brand and know-how to this gorgeous location.



  1. You’ve spoken to local and regional governments about integrating digital nomads

into communities. What are the most important considerations to ensure a fair and

beneficial exchange for both locals and nomads?


In my experience, the main pre-requisites to a successful and equitable

cooperation/integration are good will, reciprocity, and planning.

All parties need to genuinely want to get to know each other and work together towards a

common goal. It can’t be one sided – for example for governments to only be focused on

revenue they can generate from nomads.

We can’t only be thinking about knowledge exchange from nomads to locals – this is

presumptuous and wrong. The grandmas and grandpas in those tiny villages can teach us all

so much about life – the tangible and intangible knowledge is priceless, and the joy of sharing

should be mutual.

Governments need to plan for the increased housing demand and strain on local resources

and work with the structures representing or bringing nomads in advance to mitigate the

negative effects. In this sense, Co living spaces, even pop-ups can be a great tool to resolve

the pressing issue of competition for housing between locals and nomads.



  1. With a passion for cross-border cultural exchanges, how do you think these

experiences help shape a more inclusive, global mind set for today’s entrepreneurs?


The more we experience the world, the more complexity, solutions, ways of thinking and

doing things we discover. We also learn the unique cultural characteristics of people who are

different than us – and conversely, we see how these different people are like us at the core.

We all need to love and be loved, have a sense of purpose, and have our needs taken care of.

Travel teaches us that the differences unite us and teach new ways of creating a world

together.


  1. For women looking to embark on their own journey as location-independent

entrepreneurs, what key steps or mind set shifts would you recommend for finding

success and fulfilment?


Have a solid financial foundation first and foremost. I’ve met too many women trying to dig

themselves out of a financial hole thy got into because they just quit their corporate jobs

and didn’t have a solid safety net and a Plan B. This leads to a lack of creativity and being

stuck in survival mode – the exact opposites of why they embarked on this lifestyle in the

first place.



Connect with Kate:



AOMA:


Website: www.aoma.co

























 
 
 

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