Do big-brand developments sell faster?

In a bid to win the hearts and minds of buyers and renters, developers are collaborating with big names in the design world.

Insta-famous interior designers in exchange for insta-kudos, insta-style and (hopefully) insta-coin. But are people swayed by names? Can a sprinkling of luvviness add zeros to the price tag??

Well, yes. According to the ineffably affable Phil Spencer, just giving a house a name could boost its value by ￡5,000. Apparently, regal-sounding monikers, like Crown Cottage and Clarence Estate, appeal to people’s inner Little Lord Fauntleroy. Curiously, Quids Inn and Costa Lotta didn’t make the cut.

Clearly, names matter. But they’re not everything. Who a developer partners with has to speak to the aspirations of their desired audience. Lose sight of that and you could wind up with Laurence Llewelyn-Bowen unveiling Dracula’s Crib in what should have been a Miami-inspired rooftop pool.

A brand name should never get in the way of a great product

The Gasholders, Kings Cross. Interiors inspired by Roksanda Ilin?i?’s ready-to-wear range. Image sourced from Show Studio.

There’s a risk associated with hiring a known talent: the PR it generates could be all about them. When fashion designer, Roksanda Ilin?i?, interior designed a penthouse in The Gasholders, Kings Cross, all the articles it sparked focussed entirely on her.

In several publications, Ilin?i? is quoted to have said how the interiors she’s created are “a true reflection of my own aesthetic”, “my brand DNA” and “my collections”. She even asserted how the “final result was very similar to what I do in my ready-to-wear”. And while what she created was beautiful – albeit more art installation than liveable home – the development itself didn’t get a look-in. So who benefitted who?

Same can be said for when fashion designer Bella Freud, and Maria Speake, co-founder of Retrouvius, guest-designed an apartment in the former BBC Television Centre. They channelled the 1970s and kitted it out with vintage pieces from Speake’s shop and wall-hung rugs and bedspreads featuring patterns from Freud’s knitwear. They essentially created a pop-up for their products and services. But what about the building itself? Its history? Its location? And the people who live there?

On that note, we’re gagging to see who buys in DAMAC Tower, Nine Elms. The apartments have been verdazzled (Verb. Past tense: Verdazzled. To adorn the inside of an apartment with Versace crystals, glitter and other decorations). This is where classical motifs, like a monstrous gorgon (the Medusa logo, not Donatella) meets Liberace. It’s an audacious move given the location – Vauxhall Bus Station, Chariots gay sauna and City Farm where you can pet an alpaca. Will DAMAC enhance the area or create a silo for bling-lovers with deep sequined pockets? Time will tell.?

Successful collaborations put people first

One Crown Place inspires collaboration with beautiful communal areas. Image sourced from Est Living.

The expectations of buyers and renters are as sky-high as the residential towers that court them. It’s no longer enough for a building to look visually enticing. It must also enrich the environment it’s in. A development that respects the cultural significance of its location, its people and local architecture, can play a big role in urban regeneration. On top of this, democratised access to a high-end lifestyle – plus, amenities and events that foster communities – are essential.

The most successful developments create environments people want to live in. They put people before PR-able names and headline-grabbing novelty. And these are the developments that become well-respected brands.

We see this with the community-driven 10 George Street, a Build to Rent development that’s become synonymous with quality accommodation, excellent service and round-the-clock entertainment and features.

And on the private residential side, there’s the gorgeous One Crown Place. Its communal spaces, imaginatively brought to life by Studio Ashby, are game-changing. Collaborating with a well-known interior design studio, famed for working with local creatives, has resulted in a landmark development. A symbol of modern luxury that meets the needs of today’s arty-crafty, remote-working professionals.

You must have trust for a brand to work

Soho House New York, no assholes allowed. Image sourced from Conde Nast Traveller.

The Instagram-free sanctuary that is Soho House has a ‘no assholes’ rule. Kim K’s been snubbed. As have the Real Housewives. And back in 2010, 500 Wall Street suits were culled in its meatpacking House for being too corporate. These decisive moves have strengthened the brand, cementing it as a home from home for its members. So when founder Nick Jones announces that he’s moving into the rental market, many feel sure he’ll deliver a product people will want.

He knows first-hand that a lot of his members, aged 20-35, don’t want to buy. They want to rent somewhere cool, in a top location, with plenty of public spaces – all without having to stump up a fat deposit. He already has the trust of this demographic, so it’s only a matter of time before we see his brand of cool aunt interiors flooding the BTR sector.

Soho House isn’t the only one. The middle classes’ favourite retailer, John Lewis, is also looking to build rental homes, furnished with its own home products. They’ve so far identified 20 stores that could be used to benefit local communities by providing quality and sustainable housing. It’s a valiant move that puts excess space to good social use.

These ventures have a great chance of triumphing because they’re people-focussed, backed by trusted brands.

Building a brand of exquisite luxury

The OWO, a brand brimming with history and luxury. Image sourced from Lifestyle Asia.

The most current example of a huge luxury brand in the making is London’s The OWO (short for “Oh, whoa!”). Once the site of the Old War Office, this neo-baroque Grade II listed architectural gem will be serviced by the lavish Raffles Hotel, and will comprise 125 rooms, 85 private residences, 9 restaurants and bars, a spa and boutique retail.

This legendary icon has been closed to the public for over a century – so the prospect of it reopening is achingly cool. After all, this is where Winston Churchill commanded the British armed forces and Ian Fleming dreamt up James Bond. No wonder The OWO website poses the question, ‘If these walls could whisper, what stories would they tell?’

With a pedigree this fine, they’ve not had to shout to get the attention of the world’s press. Their marketing is quietly assured. Names aren’t being trumpeted. No one’s speculating about which sleb has bought the penthouse. It’s not trying to smash price-per-square-foot records. It’s not branding itself a plaything for oligarchs and sheikhs. It’s like they looked at all the ways Candy & Candy put One Hyde Park on the map and thought, ‘Let’s do the complete opposite’. And rightly so.

When you combine oodles of history and culture with the expertise of a famous Anglo-Indian transnational conglomerate, coveted architects and a world-renown hotel operator – your brand speaks for itself.?

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