In a highly competitive market, what makes good design is on the minds of many developers, and is increasingly a focus for discerning property buyers too.
We define good design as both inside and outside a development. It begins on the approach – the buzz of people and the mix of shops and cafés outside enhances the experience as one transitions inside to observe the finer interior design details.
Place-making is generating strong interest among public bodies, and in February the RICS and CBRE published detailed research which showed that best practice in high-value areas can create premiums of 50%-plus.
So with design at the forefront of all our minds, there are four things that make good – and profitable – residential design.
From the ground up
First impressions are crucial and often a decision is made before a buyer has even stepped through the front door. The design process shouldn’t only be limited to the interiors, because the ground-floor retail elements of any scheme need to form part of the overall design strategy as they can be crucial to the development’s success.
Argent at King’s Cross, Capital & Counties in Covent Garden, Knight Dragon in Greenwich and Shaftesbury in Soho set excellent examples through the rich mix of tenants within their estates, opting for the best independents and popular stores that are desirable for both the development and the local area.
A dramatic entrance
Sense of arrival at any residential development is important. A pleasing ambience and well-considered lighting ensures buyers understand the quality of the development from the very first moment.
Similarly, the concierge desk, the staircase and even the lift interior should all be treated with the same level of care.
The finer details are crucial, with elements such as signage, door heights and door ironmongery all needing to be considered to make the right impression. We are now seeing far more care taken to appeal to all of our senses, with scented showrooms, beautiful flower arrangements, discreet music and stunning artwork all combining to create an impressive overall experience.
Outdoor experiences
Outside spaces like balconies and roof terraces are often one of the main factors for buyers when making a decision. These spaces should form a fundamental part of the design process and should not just be an afterthought.
Given the right consideration, the doors, the flooring, the furniture treatment, the styling and the additional ‘toys’ such as barbeques and heating, should all ‘talk to each other’ creating an environment as inviting and enticing as the interior of the apartment. It is not enough for them to be assembled in isolation – they need to match perfectly to avoid clashing styles.
In this highly competitive market, a successful development will benefit from all of its individual design elements inter-relating, working together, to create a holistic and confident look and feel.
The wider surroundings
CBRE’s research with the RICS also examined place-making at new settlements, focusing on five residential-led urban developments including Accordia in Cambridge and Kings Hill in West Malling, Kent.
Ambitious design codes, high-grade materials and high-quality finishes, combined with community provision including good schools and extensive open spaces that encourage community engagement, also significantly enhance value.
When developers, landowners and master planners truly work together they can deliver communities that achieve premium values and succeed through economic and property cycles.
Lisa Hollands is residential managing director at CBRE
