High design, however, doesn't mean an increased budget. Escalona says that creating a cohesive style could be done at the same cost as creating the less personalized style that is common of older buildings. “The implementation of unique and bold interior design does not necessarily mean that it has to be more expensive than the usual multifamily interior design styles,” he explains. “It is ultimately up to the owners and developers on how they choose to invest on renovations, but when working with a firm such as Straight Designs that focuses heavily on quality control, they are able to get the most out of their budget, while still implementing beautiful details to their property. In simpler terms, adding color, wallpaper, pattern, playful furnishings, etc. to a space doesn't necessarily mean an increase in budget, it simply means a difference in style that is catering to a different demographic.”

At The ELY Springvalley Apartments, Straight Designs accomplished the personalized design by creating a specific renter profile to assess the potential renter's needs. “We created a potential resident profile and generated a mood and style that would appeal to this segment,” explains Escalona. “We also took into account the functionality that this person would need from their apartment in order to live their lifestyle. The end product was an eclectic collection of furniture that provided space to work from home and entertain when friends visited. We also injected a vibrant color palette that engages with unexpected pairings of furniture and texture. A glass table with wicker chairs, sculptural brass legs supporting a walnut desktop, and a velvet blue sofa paired with two rattan accent seats just to name a few. The property has definitely become a standout and is achieving its goal of attracting the surrounding target market, as they are drawn to the lifestyle that exudes from the design.”