Why Luxury Amenities Matter for Office-to-Residential Conversions
J. Wickham Zimmerman on crafting experiences for renters.
As the U.S. faces a growing housing shortage, particularly in Western cities, office-to-apartment conversions are becoming an increasingly popular solution. In fact, the conversion pipeline has surged, with over 55,000 units planned last year alone, according to RentCafe and Yardi Matrix data.
While local governments are encouraging these conversions to rejuvenate downtown areas, developers must go beyond location to make their properties stand out in a competitive market. The key? Offering high-quality, luxury amenities that enhance the living experience and appeal to today’s discerning renters.
The rise of the lifestyle renter
Modern renters are more selective, with many seeking a lifestyle that includes not only a place to live but also a set of high-end features that enhance their daily lives. This trend is particularly noticeable among younger professionals, families and even Baby Boomers looking to downsize. These “lifestyle renters” want convenience, luxury and experiences that go beyond the basics of shelter.
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With the cost of homeownership predicted in 2024 to be 40 percent higher than renting, according to PwC, renters are prioritizing affordability and luxury. Developers are responding by rethinking the amenities they offer to attract renters who are willing to pay a premium for an elevated living experience. Among the amenities renters desire these days are pet-oriented areas and services, technology forward features, fitness centers, concierge services and, increasingly, water features.
The signature touch
For high-end office-to-apartment conversions, developers need to offer more than standard amenities to differentiate themselves—something unique that renters can’t find at any other multifamily community.
We have found amenities like water features are increasingly associated with exclusive luxury living. When designed thoughtfully, water features transform a space, creating a calming oasis amid the chaos of urban life. Whether it’s tranquil fountains, serene ponds or rooftop pools, these elements are becoming a hallmark of next-generation apartment buildings. What’s more, their aesthetics and functionality can enhance the distinctiveness and desirability of these properties.
For example, in a recent office-to-apartment conversion project, our company designed and constructed a striking water feature at the entrance. The $300 million renovation involved converting 293 apartment units and 450,000 square feet of office space. Inspired by a luxury hotel fountain in London, the feature includes a magnolia tree, fiber-optic lighting and fog to create a peaceful atmosphere. Surrounded by lush gardens, it sets a tranquil tone for the entire building. The project also incorporated other in-demand amenities like resort-style pools, private bars, flexible coworking spaces and private meeting rooms—features that cater to renters seeking both pampering and convenience.
Delivering a community hub
As part of a top-tier living experience, today’s lifestyle renters are also seeking community at their place of residence. With so much of daily life taking place behind a computer screen, people are increasingly looking to de-stress and engage with others face-to-face during their downtime.
The right amenities can help foster this sense of community. In fact, social programs that include features such as gourmet cooking and dining clubs, wine tastings and competitive events are becoming more commonplace in luxury apartment buildings.
This also holds true for water features, as the universal appeal of water evokes feelings of relaxation and connection. In multifamily settings, water features can become social focal points, where residents gather for outdoor events or unwind after a long day. The soothing sound of cascading water creates a peaceful environment that feels more like a resort than a typical apartment building.
The road ahead
As more office-to-apartment conversions reshape urban living, developers must keep pace with changing renter expectations. While location remains crucial, the right amenities can make all the difference in attracting tenants. Properties that offer a curated, high-end living experience will be the ones that succeed in the increasingly competitive market.
Looking ahead, those who recognize the demand for lifestyle-oriented spaces and invest in thoughtful, strategic amenities will lead the way. By going beyond basic offerings and providing unique, luxurious features, developers can ensure their office-to-apartment conversions continue to perform and attract residents. The goal is no longer just to build structures but to craft experiences that resonate emotionally, socially and culturally.
J. Wickham Zimmerman is CEO of Outside the Lines Inc., a design-build themed construction company. that specializes in creating rockwork, water features and themed environments for retail entertainment, hospitality, gaming and golf properties around the globe.
