At PCBC, Hall, Harris and Hoeksema (L to R) discuss how to wow multifamily residents with design.
SAN FRANCISCO—The annual Pacific Coast Builders Conference was held late last week at Moscone, where the housing industry convened for gatherings, galas and glad-handing. One of the sessions, Designing for Authentic Experience, included panelists Bryce Hall, principal of KEPHART; Angela Harris, principal and creative director of TRIO Design; and Kim Hoeksema, partner/head of development execution and operations with Carmel Partners.
These panelists delved into how the consumer world is changing. Specifically, technology, the sharing economy and a shift in valuing experiences over things are shaping the way people live.
As renters continue to become savvier with more sophisticated tastes, residents want to be wowed and are continually seeking meaningful experiences. With what ULI calls “amenities gone wild”, Millennials now expect heavily amenitized, interconnected and walkable living environments no matter how far the commutes to the urban core.
Moreover, they are seeking cutting-edge technology and designs for both homes and amenity spaces. To that end, the panel shared design ideas and innovative technology that enhance the resident experience. Not only should designs differentiate from the competition but also create authentic and meaningful experiences for residents, they pointed out. Designs should be true to heritage, true to brand, and true to place and time.
“These types of designs create a sense of trust and a genuine experience,” said Hall. “Some communities are featuring rotating and permanent art installations or street art to provide that level of experience.”
Hoeksema called out Fourth Street East in Jack London Square as another example of an artist community with a neighborhood feel and tree-lined streets but an industrial vibe. These apartments are located in the walkable Jack London Square, combining both downtown Oakland and a waterfront neighborhood.
“Think Instagram,” Hoeksema said. “That type of relatable imagery allows residents to create experiences.”
Harris concurred, saying it is also important to micro-market for specific projects.
“Don't market too broad for each project,” she cautioned. “Target each project according to age groups to ensure you are offering amenities across all ranges of renters.”
With nearly 20 years of experience in architecture, Hall has been involved in many facets of the industry, developing his expertise in residential design. During the past 10 years, he has designed more than 2,000 affordable and market-rate multifamily homes nationwide.
TRIO is a design and visual merchandising firm that Harris founded TRIO in 1999. It uses a market-driven design approach where sales and marketing work in tandem with design. Harris' approach focuses on building relationships with builders, developers and REITs through TRIO's design services for multifamily, model homes and commercial projects. To date, TRIO has helped sell more than 25,000 residences, generating more than $7 billion in revenue for partners such as Alliance, Lennar and Toll Brothers.
Hoeksema leads development execution of new US multifamily projects and is responsible for orchestrating Carmel Partners' cross-functional operational processes. Hoeksema joined Carmel in 2006 as a VP of development. Since that time, she has taken on various executive roles in asset management, construction and development execution, overseeing the full range of ownership, construction and redevelopment activities.
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Lisa Brown
Lisa Brown is an editor for the south and west regions of GlobeSt.com. She has 25-plus years of real estate experience, with a regional PR role at Grubb & Ellis and a national communications position at MMI. Brown also spent 10 years as executive director at NAIOP San Francisco Bay Area chapter, where she led the organization to achieving its first national award honors and recognition on Capitol Hill. She has written extensively on commercial real estate topics and edited numerous pieces on the subject.
