When is a wood dome structure more than, well, a wood dome structure?
When it’s a “memory point,” as Wendi Stallings calls it.
The wood dome is a signature feature of Stallings, principal of the Phoenix- and San Francisco-based interior design firm Private Label International. She has designed and installed several wooden spherical privacy pods in common areas at multifamily properties over the years, and she’s always thrilled to hear these one-of-a-kind, slatted structures are serving their intended purpose.
“We followed up with one of the first properties where we installed one to find out if people are using it the way we anticipated, and they’re like, ‘Oh, absolutely! There’s a guy who comes down here every morning, and he gets his coffee and reads his newspaper in it,’” Stallings recalls.
Sure, the domes looks fun, but they also provide a practical purpose: They give residents within a larger space a smaller, private area to take a Zoom call or chat with friends in a more intimate setting. But they’re also the kind of immersive experience that will stand out in a prospect’s mind differentiating it from other properties. “It is a flexible feature element,” Stallings says. “It’s something that can be incorporated into marketing, but, at the same time, it can be open for the community.”
With supply soaring, communities are getting creative to compete for renters. People are determining where they live based on unique features, luxury amenities, and functional spaces that seamlessly integrate work and leisure activities.
With a background in hospitality, Private Label International has leveraged its expertise to craft multifamily spaces that not only meet but exceed resident expectations, integrating innovative design and a deep understanding of consumer needs.
Here are five ways to differentiate your property with amenities that meet residents’ needs.
Understand the Resident and Know Your ‘Who’
The cornerstone of successful multifamily amenity design lies in understanding the target demographic. Stallings emphasizes the importance of understanding the targeted audience to define the diverse demographic, their mindset, and current market trends. “Once we take a deep dive with the [property owners or managers], we produce an extensive document that goes through consumer attitudes and market trends,” Stallings says. “And then we can cross-pollinate all of these different data points and come up with a short list of what the amenities and space planning should be.”
By understanding who the residents are and what they value, developers can create amenities that resonate with them on a personal level.
Prioritize Amenities
There are certain amenities that renters have come to expect—a fitness center, for example. But what happens when there is a perfectly good fitness center across the street? Stallings encountered that very issue, and it created an opportunity to do something unique. Management arranged to give tenants access to the gym, with their rent covering membership fees. With residents’ fitness needs now covered, Private Label International reconsidered what to do with the planned gym on the property. The solution: a maker space and flexible co-working spaces. “We were actually able to elevate and provide different amenities,” she says.
That’s what it means to prioritize amenities: Make the best use of the space you have available.
Enhance Daily Life
You might not think a maker space—a designated area for tinkering—would be practical, but, as Stallings’ clients have discovered, these places solve a very real problem: furniture assembly.
“It’s an interesting amenity because, especially in a dense property where you do not have a garage, where do you build your furniture? You got to assemble it somewhere, why not make it easier,” Stallings says.
At Three Collective, a multifamily complex in Falls Church, Virginia, a maker space is equipped with tools, sinks, and pottery supplies where residents can assemble furniture, repot plants, and engage in creative pursuits orchestrated as a group or a stand-alone activity.
Grab-and-go markets and package rooms are also meeting everyday needs. These amenities cater to busy residents who value efficiency. The grab-and-go markets, inspired by hospitality trends, offer essential items and fresh produce, making daily errands more convenient. Likewise, mail and package rooms have become near necessities in an era of e-commerce.
Create Community
Building a sense of community is another critical aspect of multifamily amenity design. Properties like Three Collective foster community through innovative spaces such as a recording studio, an auditorium, and social clubs. These amenities not only provide practical benefits but also create opportunities for residents to connect and interact. The use of influencers to activate these spaces further enhances resident engagement and showcases the property's unique offerings.
Make Spaces Flexible
Amenities that offer flexibility and multifunctional uses will meet more needs and offer more convenience. Consider spaces that serve both social and work-related functions, like co-working spaces that also facilitate casual social interactions.
"We're finding that having the diverse options of scalable working environments and being able to work from any corner with any amenity space is really important,” Stallings says. “You could be on a fitness bike and need to pop out and take the call.”
Hence the dome.
One of the key benefits of the dome is its ability to create a small, inviting space within a larger environment.
Plus—and this shouldn’t be overlooked—the dome is just fun.
“You just want to go sit inside and grab a book,” Stallings says.
