At CREE, knowledge sharing is at the heart of how we work, both within our team and across the CREE Community. About a year ago, we recognized the need for a dedicated space where an active exchange could happen more intentionally, and that’s how Learning Capsules were born. They are monthly internal sessions where team members share insights, tools, or experiences that others might find useful, inspiring, or simply interesting.
Recently, we invited our partners Pedro Lopes (Head of Industrialization at Grupo Casais) and Luís Carlos De Sá Laranjeira (Commercial Director at Blufab – Construction Unit of Grupo Casais) to join us as guest speakers in one of our Learning Capsules, where they shared their valuable insights and experience with industrialized construction and the use of the CREE System, based on the successful projects The First in Guimarães, and B&B Tres Cantos in Madrid.
Different Paths, One Vision: Leading Change in Industrialized Construction
Pedro’s journey toward becoming a leader in innovation at Grupo Casais began 17 years ago, when he joined the company after gaining hands-on experience in traditional construction, shaped in part by his work in Africa and the Netherlands. Today, as Head of Industrialization, he drives transformation not only in Portugal but across international markets. Transitioning from traditional to industrialized construction isn’t just about using new materials – it’s about rethinking how construction is done. In our Learning Capsule he mentions: “It’s good when you just look back and you see that you are really changing the industry, that you are somehow making things in a different way, and you are pushing the sector with you. That feeling is really amazing.”
Luís, in contrast, entered the construction world from a background in mechanical engineering – new to the industry, but already inspired and ready for the industrialized approach. From the start, he was eager to contribute to the vision of CREE: “I felt really motivated to do this project by Blufab and Grupo Casais because of the whole idea – a pioneer idea in Portugal of industrializing the construction business. That’s what was a real trigger that brought me here.”
From Partnership to Practice
From the very beginning, when Grupo Casais officially signed their partnership with CREE in December 2021, their approach was hands-on. Driven by a strong commitment to mastering the CREE System and ensuring a smooth launch of their first project, the team immersed themselves in thorough preparation. They set up a simulation line in the factory to test processes, rigorously trained in assembling the initial façade elements, and even constructed a full-scale mock-up that combined both hotel and apartment layouts. “We trained every step. Nothing was left to chance,” says Pedro.
Lessons Learned After First Projects with CREE
The second project, B&B Tres Cantos in Madrid, brought a new set of unexpected challenges. Unlike their previous experience, this site was far from their home base, with narrow roads around it and a more complex setup. Although the team felt confident after their success with the first project, things didn’t go as planned. “We thought we already knew everything, but it was a wake-up call,” Pedro reflects.
Fortunately, the team delivered the project successfully, and with Grupo Casais and ACR, two CREE Partners, working together, it became a milestone in collaboration. But it also became a turning point for Pedro and Luís, and a reminder that transparency matters. As Pedro puts it: “I’m not afraid to expose our mistakes. That’s gold, because that’s the way we learn.”
In fact, at Casais, mistakes aren’t hidden, they’re shared deliberately and constructively – with photos, context, and a clear focus on what can be improved. It’s never about blame; it’s about building better. During our talk, Pedro advocated for making this kind of honest, solution-focused feedback routine across the entire CREE Network:
- One meeting after every project
- Internal, honest, and focused on what didn’t work
- No polished slides – just truth
Personal Motivators and Importance of Teamwork
Creating an impact and making a difference in an industry that influences almost every aspect of our lives, according to Pedro, that’s what it is all about: “What really motivates me is the possibility of changing an important industry for the country, and … all over the world.”
There is a need to rethink materials and to develop reusable components, but to make a real difference, all players need to move together. “You cannot do it alone; you need all the stakeholders. You have to train new workforce – everybody needs to understand that to do things differently with impact, you have to change together, and that is the tough part,” Pedro states.
A Vision Within Reach: One CREE Building in Each Country.
Looking ahead to the future of the CREE Community, Luís shares an ambitious vision: “Ideally, there will be a CREE building in every country.” He acknowledges, however, that such a transformation takes time – especially in markets where prefabrication and timber construction are still met with skepticism.
“At least in Europe, I think that’s within reach,” he continues.
Let’s take their lessons and apply them – because, as Pedro puts it: “We are in the same boat.”
Key Takeaways
- Detail is Everything: Early-stage planning down to the last screw is vital to the success of industrialized building.
- Mistakes Are Gold: Open sharing of errors is a cultural cornerstone of rapid learning and improvement.
- Think Products, Not Projects: A mindset shift from one-off builds to scalable product lines enables true industrialization.
- Integration Equals Power: Vertical integration of design, manufacturing, and assembly builds autonomy, cost control, and speed.
- Collaboration Is Non-Negotiable: From LCA data to procurement strategies, networked collaboration is essential to scale.
- This session offered more than insight – it was a rallying call for all players in the CREE Community and beyond to rethink how we build, share, and evolve together