Why Interior Design Is a Development Strategy, Not a Finishing Touch.
From programming and investment decisions to lease-up and the everyday resident experience, interior design shapes the multifamily product from the beginning.
Multifamily interiors are still too often brought into the conversation late.
Decisions about programming, amenities, unit functionality and the resident experience begin shaping a project long before furniture and finishes are selected. We believe interior design belongs in that conversation from the beginning.
That early involvement gives us the opportunity to apply our multifamily and hospitality experience where it matters most: determining where to invest, creating a distinctive leasing experience and designing spaces that remain relevant and work for residents long after move-in.
Designing the project, not only the space
We were reminded of this recently while reading DDC Journal’s interview with Sam Mostadim, Managing Director of Helio Group, a longtime Syndicate client.
In the interview, Mostadim talks about Helio’s approach to creating properties that feel different from the standard apartment offering. That thinking extends from the common areas into the residences, where Helio incorporates details more often associated with condominium or custom residential projects.
One of his comments especially resonated with us. He spoke about creating something that embodies both the product being offered and the service that comes with it.
That’s how we think about multifamily design. Residents do not experience architecture, interiors, amenities and operations as separate disciplines. They experience a property holistically, with each element contributing to how it feels, functions and supports daily life.
Start with how people actually live
At the center of any multifamily project is the residence itself.
The way we live at home has changed, especially with work-from-home and hybrid schedules. Apartments are being asked to do more, often within the same footprint. That makes thoughtful planning and the details of everyday living even more important.
Useful storage, adequate bathroom counter space, well-performing lighting and thoughtfully selected fixtures make a residence more comfortable and functional. Residents interact with these details every day, making them meaningful places to focus design attention.
Not every square foot needs the same level of investment. Through our extensive experience, we know where an upgrade will have the greatest impact and where we can simplify without compromising the resident experience.
Programming with purpose: Every amenity has to earn its place
That thinking continues outside the residence. Our role often begins with programming, determining which types of spaces make sense for the project, how they should relate to one another and where the available square footage will work hardest.
Our recommendations draw from years of multifamily experience, feedback from leasing teams and the hospitality perspective we bring to how people gather, work and spend their time. Those insights shape amenity programs around the property, its residents and how the spaces will be used.
For developers, every amenity represents square footage, construction cost, furniture, maintenance and ongoing operations. Each space needs a clear purpose and needs to earn its place within the project.
Helio’s Aston Residences is a strong example of this approach. Currently under development in Culver City and located directly across from Sony Pictures Studios, the project’s prime location and anticipated resident demographic called for an amenity experience with a stronger hospitality influence. The programming responds with a hotel-like lobby, members-club-inspired pickleball court and fitness center, and indoor-outdoor lounge spaces that support how residents gather, work and relax. Each space is part of a larger strategy to create an amenity experience specific to the property, its location and the people who will live there.
Aston Residences - Helio
Aston Residences - Helio
From the leasing tour to everyday life
A prospective resident may tour several properties in the same afternoon, and increasingly, those properties can begin to look and feel similar. Interior design creates a distinct identity and an experience residents remember after the tour.
The greater measure of good multifamily design comes after move-in. The spaces need to work, the amenities need to remain relevant and the details need to make everyday life better. When those decisions hold up over time, the value of design extends far beyond the leasing tour.
Our long-standing partnership with Helio Group reflects the kind of collaboration we value. Working together across multiple projects has created room for ambitious ideas, a shared understanding of what works and a distinctive point of view that continues to evolve.
We bring that same level of thinking to every multifamily client. Our experience allows us to ask the right questions, recognize opportunities others may overlook and make design decisions with purpose. That is the value of bringing an experienced interior design partner to the table early and keeping them there throughout the project.
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