In an interview, Rafał Kula, the president of NOHO Investment, discusses the company's growth and the increasing interest from clients in the 'true premium' segment of the real estate market. He highlights recent investments in cities such as Wrocław, Katowice, and Warsaw, pointing out that these developments reflect the growing appreciation from customers for high-quality properties. Kula stresses the importance of genuine luxury, stating that not all offerings labeled as 'premium' genuinely meet high standards.

Kula critiques the current market for having many properties that are only superficially premium—those with decent locations and communal spaces but lacking in true luxury and refinement. He argues that the essence of premium offerings is not merely in their name or location but in the meticulous attention to quality and detail throughout the project. This perspective indicates a shifting consumer demand towards authenticity in luxury living.

As NOHO Investment expands and undertakes new projects, Kula's insights suggest that there is a ripe opportunity for developers to cater to discerning clients who prioritize authenticity over mere branding. This trend might prompt other developers in the region to reevaluate their offerings, potentially leading to a more robust and quality-driven real estate market in Poland.