Mid-Year Style Update: Hot Design Trends for Multifamily Marketers
The suggestion of luxury can help apartment communities stand out in a sea of sameness.
An apartment community only has a few seconds to make a great first impression, whether its online or in person. Winning over prospects can be even more challenging for a leasing team dealing with a bland community. That’s why multifamily investors looking to stand out in a sea of sameness look for inspiration at design shows.
Furniture, finishes, plumbing fixtures and appliances are important visual marketing elements that can be used to drive brand recognition and positive leasing outcomes. Several important trends that are already being tested in the single-family market were on display at the 2024 Kitchen & Bath Business Show in Las Vegas.
New definitions of luxury
The suggestion of luxury — strategically placed throughout a property — is one way to wow prospects. The question of “what is luxury” was explored at KBIS by panelists at the new Luxury Lounge, a VIP space that debuted at this year’s show. Luxury is the hot topic in all areas of housing, but consumers do not all define luxury in the same way. Apartment residents typically define luxury as a focus on wellness or sustainability, custom storage solutions that hide everything away or a built-in desk option that enables working from home in their apartment when they don’t feel like coworking downstairs. Sometimes it’s the ability to personalize their environments or having access to exclusive spaces within the apartment community.
Most multifamily properties offer several apartment layouts, but usually there’s only one choice of finishes and fixtures. Apartment communities can stand out by offering two or three widely liked finish/hardware packages. Prospects are also reacting positively to the private dining room concept. It’s a flex space with kitchen and dining that residents can reserve for private gatherings. The rest of the time, it’s available for co-working or lounging.
Of course, natural stone always adds a luxury touch. But, whether it’s a backlit feature wall in a common area or countertops in every apartment home, choose your slab wisely. Real stone might not impress if it has no personality or pizzaz. Sometimes a budget-friendly faux stone made of porcelain or laminate with an unusual pattern is a better choice for conveying “luxury.” The goal is to stand apart from competing apartment communities. Opt for finishes that tie into the brand colors and personality of the project—whether elegant, edgy, bold or fun.
Tech to watch
Innovative technology solutions are transforming the functionality of kitchen countertops, bathroom counters, nightstands, home offices or any stone or engineered surface in the single-family market. One standout that could be implemented in a multifamily amenity space is a wireless charging device that seamlessly integrates into the countertop material. This new breed of compact technology can charge up to three devices at once and discreetly hides when not in use.
Consider adopting induction for the chef’s kitchen in the multifamily clubhouse. As gas ban mandates loom in municipalities across the country, induction cooking is emerging as a contender to electric. Already popular in Europe, induction cooktops and stoves reduce energy loss more than traditional electric. And, because there is no burner, heating element or flames, pets and small children won’t accidentally turn on a dangerous surface. The pan gets hot, but the stove does not. Many induction products are “smart” and will shut off if they do not sense a pan.
New shapes and finishes
Reeded or “ribbed” surfaces were dominant at KBIS, both on products and incorporated into exhibit designs. Rounded edges and “capsule” shapes were also prominent throughout the show on both kitchen and bath elements. Everything from mirrors to bathtubs to furniture can look more modern when capsule shapes are incorporated.
Another trend that appears to be here for the long term is stained, rather than painted, cabinets. Stained is the best way to get the earthy tones that many consumers want. Staining renders colors that feel more “organic” and in line with a desire to live sustainably.
Paint is a better choice for two-toned cabinets, a look that continues to be popular with multifamily residents. Two-tone cabinets painted in distinct colors create a bold and bright impression that adds contrast to the space and can help create a memorable walk-through.
Whether online or in person, the goal is to stand out against the competition. Incorporating fresh ideas from design shows can help drive brand recognition and positive leasing outcomes at apartment communities.
