Ten Mega-Trends That Will Change the Face of Housing Forever
By Blaine J. Weber AIA
Weber + Thompson
as published in Puget Sound Business Journal Special Section
November 12, 2003
Why should residential developers and architects care about trends? Because today's homebuyer has evolved, and the rules of selling have been altered. Traditional demographic criteria are no longer adequate to define buying attitudes. Analyzing trends help us interpret what's in the heads of our buyers, now and in the future. Understanding trends enables architects and developers to understand where residential markets are headed. Developers, architects and marketers must rethink design and delivery of housing products based on an understanding of these shifts. The following ten Mega-Trends will redefine housing as we know it.
One: It's About Time
Thanks to the demands of our information-based society, compounded by traffic and other time-robbers, we are literally starved for time. As a result buyers will be drawn to housing that builds in conveniences. Urban center housing cuts commutes; a concierge accepts packages and lets the cable guy in; and smart appliances help buyers manage the household. Savvy architects and developers keyed into this trend will work to develop new innovative and creative ways to incorporate convenience and help buyers save time.
Two: Twenty Four Seven
For the modern person, being "connected" is not an option, it is a necessity. Globally, six hundred million of us are relentlessly wired into the ones and zeroes that shape our lives today. All new developments need to have the latest digital accommodation. Home offices, computer niches, kitchens built with computer stations and "Smart House" fully-wired technology will be mandatory.
Three: Live/Work BLUR
Busy, time-starved and hyper-tasked consumers spend more time working and less time living. According to Harris Interactive the median number of work hours has risen from 41 hours a week to 49. Consumers are increasingly working from home these days. As the boundaries between work and play blur, home offices will be increasingly important. As face-to-face communication is replaced by e-mail and chat, and goods and services are purchased online, urban dwellers are demanding spacious, flexible, comfortable and fun living zones. Dwellings need to fulfill buyers' need to live, work and play all in the same space. The focus is on spaces within the home where buyers can get away, such as home theaters, spa-like bathrooms and entertainment-centric kitchens.
Four: PsychoMorph
Life has become too demanding, too complex, and just too much for many consumers in our warp-speed society. There is a craving for comfort and connection, down-sizing, simplification and tranquility and a re-centering of lives around friends, family and community. A full-scale revolution and cultural splintering is in progress that erases traditional thinking about family and social connections. This will spawn new types of housing: edgy urban lofts with simple, open floor plans that allow for flexible uses and adaptability; new-urbanist cottage housing that focuses on common green spaces; and dense high-rise housing with open plans, moveable walls and floor-to-ceiling glass.
Five: Sanctuary
Home buyers want safe harbors that afford protection against the uncertain and dangerous outside world —spawning the need for home-entertainment rooms, restaurant-quality kitchens and baths with five-star spa-like amenities. Security is another high priority concern for most buyers. Restricted-access-entries, gated underground parking, video surveillance and built-in security systems also address the need for people to feel safe and tranquil in their personal space.
Six: Sustainable Planet
There is new awareness for the idea that the survival of our planet depends on our ability to limit waste of our natural resources. Sustainability recognizes the needs of current and future generations for long-term economic, health, diversity and productivity of the earth. Buyers are insisting on healthy, toxic-free construction products and energy efficient systems. There is a new appreciation for high-density living, and this will feed the trend toward living in high-rise towers.
Seven: Penthouse Privileges
Not all of us can afford 5-Star living, but there are a plethora of deep-pocketed boomers that are nearing retirement. One of the most interesting manifestations of this trend is the phenomena of four or five-star hotels joining forces with condominium developers. Living in a condo where you never have to cook, clean or walk your own dog has certain appeal for those that can indulge. Homeowners have the same access to hotel services as a nightly guest.
Eight: High Density Hives
As the quality of high-density housing improves, many homebuyers are embracing the idea of living in the sky. Tall, slender glass towers are becoming the home of choice for a new generation of homebuyers. Exterior walls are of floor-to-ceiling glass, inviting light and exploding space out to breath-taking, expansive views. Interior walls are becoming flexible, translucent and transparent, allowing for flexibility and spatial freedom. High-density housing responds to "hiving," a trend based on the need to find comfort through connection with family, friends and community. Many new high-rise homes have theaters, exercise spas, yoga rooms, garden terraces and entertainment lounges — all places to hive with new friends in a vertical neighborhood.
Nine: Custom-er-Ization
Today's demanding homebuyers appreciate the ability to custom configure their new home. Savvy developers are engaging their increasingly sophisticated buyers into the design process in order to determine design priorities. Builders are allowing buyers to influence options and chose upgrades and customizable signature elements. Contemporary designs also include unspecified flex spaces that may be adapted to the particular interests of the owners, such as home office, exercise spaces, and media rooms.
Ten: Zen-teriors
The guiding principles of ZEN: balance, harmony and simplicity. Calm, serene, and uncluttered (but warm!) environments based on the harmonious tones of nature are desired by homebuyers searching for authenticity and permanence: stone or real-wood floors, slab granite counters, smooth-finish walls, interesting ceiling treatments and creative applications of glass in both horizontal and vertical surfaces. Sexy appliances that run with ultra quiet efficiency are very important. And storage is always key, challenging design-developer teams to find creative ways to store all of our "stuff"!
The homebuyer has evolved along with major shifts in society, and our methods of design based on consumer analysis must change, too. A living space should be designed not only on good design principles, but also on an understanding of behavior, tempered by the realities of the marketplace. Trends are perhaps the best reflection of society, giving us clues to what buyers really need and want.
About the author:
BLAINE J. WEBER AIA, is a founding principal at the Seattle architecture firm Weber + Thompson PLLC and a member of the Seattle Design Review Board.
Reach Blaine at bweber@weberthompson.com or 206-344-5700.