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

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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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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