Andrei Diaconescu, Co-founder and Co-CEO of One United Properties, one of Romania’s leading real estate developers, sees sustainability as far more than a passing trend, it is the foundation of resilient businesses and thriving cities. In this exclusive interview for Green Your Future, he shares how the concept of premium in real estate is being redefined through green-certified buildings, mixed-use communities, urban regeneration, and investments in cultural and educational infrastructure. For Andrei Diaconescu, sustainability means creating long-term value: healthier, safer, and more connected communities that honour the past while inspiring the future.
How do you see the role of sustainability in Romanian businesses over the next 5–10 years?
I think sustainability has already ceased to be a “nice-to-have” for Romanian businesses, it is becoming a central focus for companies and a sign of reliability and reputation. We are already seeing growing awareness among clients, investors, regulators and authorities about carbon emissions, environmental impact, building quality. Those businesses that integrate sustainability deeply into their strategies and daily operations will definitely be able to differentiate themselves, attract better partners, and build more resilient companies and teams.
In real estate, in particular, I believe sustainability will increasingly define what “premium” means. Clients are more and more educated and start paying attention to green certification, to wellness details, such as the air quality, lighting, insulation, they are very interested in modern efficient energy systems. At One United Properties we are advocates of the mixed-use developments, focusing on proximity of amenities, on-site commercial and leisure facilities, as well as infrastructure that supports a cleaner, healthier lifestyle. We make constant and considerable investments in urban responsibility, meaning that we take into consideration building roads, access alleys, pedestrian walkways, as well as educational units. For instance, in sector 2 of Bucharest, we are now starting construction works for two schools that will serve the needs of the whole community. I believe our country has an opportunity to leapfrog by adopting best practices, restoring heritage, regenerating urban areas, and setting high standards.
What is the biggest sustainability goal that One United Properties is pursuing for the future?
Our long-term objective is to create thriving, sustainable communities with an enduring social and cultural impact and change for the better the city. Beyond green certification and building practices, we aim at creating long lasting value for our partners, our clients, the city itself. Investing in urban regeneration is part of our current agenda, with a focus on restoring historical landmarks, revitalizing abandoned industrial sites, offering mixed-use, walkable communities so people can live, work, and access services without long commutes. Developments such as One Gallery, One Athénée, One Floreasca City, One Lake District are examples. We want to ensure that our developments deliver not just buildings, but quality of life: safe, healthy, efficient, community-oriented, with equality, high health & safety. At the same time, dramatically reducing CO₂ emissions not only in operation but already from the construction and development stages, and measuring emissions is also important in our strategy.
Are there compromises between profit and sustainability? How do you manage them?
Yes, there are trade-offs. Some sustainable technologies, such as the geoexchange systems that use the Earth energy for heating and cooling buildings, or the projects of heritage restorations involve higher upfront costs, more complex approvals, sometimes longer implementation timelines. However, we manage all these, as we view sustainability as an investment, not just a cost: on a long term, such projects bring lower energy and maintenance costs, stronger desirability from buyers and tenants, lower risks. Prioritizing mixed-use, compact urban designs allows us to integrate infrastructure, mobility, commercial, leisure and educational services, thus enabling 15-minute city type layouts. This reduces environmental externalities like traffic and energy wasted in commuting. Last but not least, being transparent with partners, clients, stakeholders and the market in general by constantly reporting is a matter of holding ourselves accountable. And this builds trust, which is valuable for any business.
You are very involved in promoting entrepreneurship in Romania, what advice would you give to entrepreneurs who want to integrate sustainability into their business?
Beyond being a matter of morality, sustainability can also be good business. When I started, I also faced the challenge of balancing values and business realities. I would advise young entrepreneurs to start a company with clear values and mission, to define what “sustainability” means for them and embed it in their identity. It should be part of their DNA, not just a statement or a declarative thing. Secondly, think long term: priorities like energy efficiency, quality of product, durability, respect for the people and transparency often pay off over time. Innovation can be challenging, but strong and reliable partnerships may help them explore new ways of doing things. When you surround yourself with the right people, amazing ideas can come to life.
What does living sustainably mean to you?
To me, living sustainably means making choices, in both business and personal life, that respect our environment and our community. I think investing in people matters, whether they are your family, friends or employees, whether you choose to promote mentorship or support education. I’ve had mentors myself, and I try to pass that forward. Some years ago, I discovered chess, and I am passionate about it. I consider it a sport that reflects values such as discipline, strategy, fair play, lifelong learning, so I have decided to support young talents in this field in Romania. Living sustainable is also about what we leave behind, about honouring the past and empowering the future. If in 20 or 30 years we can look back and see healthier communities, preserved heritage, and a new generation of talents or entrepreneurs inspired to aim higher, then I believe we will have lived sustainably.
Credit foto: PR
