Iván Moreno, Sagan founder and urban development visionary, crucially shaped THE HOOD in Lisbon. As a project manager at Eurofund and later co-founder of THE HOOD's operational company, he reinvented retail spaces. THE HOOD, one of Europe's first antimalls, diverged from traditional malls, emphasizing urban art, local culture, and community engagement.

THE HOOD's concept was designed as a dynamic, community-focused area, not just for shopping, but also for culture and recreation, integrating local and international gastronomy, unconventional retail structures, and diverse cultural activities. Art, especially urban art, was central to its identity, reflecting a global spirit with local character. The design combined physical and digital elements, catering to evolving consumer preferences.

Sustainability, underpinned by upcycling and circular economy principles, was pivotal. Moreno's influence in developing THE HOOD redefined European retail, demonstrating the fusion of art, technology, and gastronomy in creating vibrant, multifaceted urban spaces.