7 things super-prime developers should know before appointing a designer

The last decade has seen an evolution in the super-prime market. The bar has truly been raised thanks to such branded residence projects as Twenty Grosvenor Square and The Peninsula London, and standalone super-prime developments by Lodha and Qartari Diar. As such, competition at the top of the market is intense and it has been shown that only a development or a hotel with a strong brand identity will achieve a premium.

If you, as a developer or hotelier, have an aspiration to create a legacy, you need to establish a language and style that will go on to define your portfolio. This is where the right interior designer is crucial. They must extract the essence of your brand and a create a unique design narrative which reflects you and your values. In our view, the Candy brothers were pioneers in this and, 10 years on, have become the undisputed masters of creating a memorable brand, because they are designers and understand the value of good design.

The problem? The term ‘interior designer’ is a catch-all term that can blur the boundaries in terms of the size of a firm, its expertise and capability. For example, interior decorators, interior designers and interior architects tend to fall into the same category, but in fact they have different areas of expertise. As developers, it is vital you dig into the capabilities of any prospective design partner before you appoint them – here’s our guide to what to consider when looking for an interior designer.

1. Seek out a design partner who has experience of super-prime development. If they’ve worked on other similar projects, this will inform how they react to your brief, because they will have unmatched understanding of the expectations of your end clientele. So, you should expect that they’ll refine the brief, from amenities to specification and technologies, in order to bring it further into line with the exacting needs of the super-prime market.

2. The right designer will create a distinctive brand. And they’ll do this by understanding both the current market and your clientele. Only then can they execute the project brief whilst delivering a unique and memorable visual experience. Given that most of your clientele will have multiple residences dotted around the world, it is crucial that the design has an authentic connection with its environment. People want to feel at home and know that they are in London or in New York.

3. They should demonstrate evidence of excellent space planning. It is this that is critical to setting the foundation of a super-prime residence and it must be expertly tailored to satisfy the lifestyle demands of your discerning clientele. Your designer should be aware of considerations such as including a secondary kitchen for a private chef or a master suite complete with dressing room and ensuite bathroom. It is crucial they consider the needs of the staff too, from accommodation to how they will work throughout the day without disturbing residents and guests. Look for someone who is well versed in cultural nuances, as this is critical when advising and delivering on functional requirements of a global clientele.

4. Creating a memorable experience is key. Well-travelled ultra-high-net-worth individuals (UHNWI) expect five-star hospitality services within the comfort of their own home. This is either achieved by partnering with a luxury brand or offering a number of in-house services and amenities as part of the development. Your designer should be able to advise you on ways to define and create the perfect amenities – from private gyms, cinemas and spas to meeting rooms.

5. Budget and timing are always a concern. Too often, the realisation that a design doesn’t match the clients’ brief will emerge at Stage 3 or Stage 4 of the RIBA Plan of Works. At which point, a lengthy value engineering (VE) period is required. To avoid this, you may need to make an additional request of your designer and ask them to calculate the costs in parallel with the initial design stage. Request that they set rates for materials and thoroughly review the financial impact of every detail before moving forward with the project.

6. Ensure quality is balanced with cost. With the cost of construction rising and competition intensifying, the margins on developments are under pressure and without a profit there is no development. The right designer should be able to work with you and advise where quality should not be compromised, as well as where savings can be achieved. Undertaking this detailed exercise and testing the market early on in the life of a project will not only save you money but time.

7. The ability to maintain standards at all times. The main objective of your designer is to ensure that the quality and integrity of the design is maintained throughout every stage of the build, from planning to completion. To achieve this, it is sometimes necessary to challenge the authority of engineers and specialists to ensure a better final product. A good designer will play a key role in the coordination of the whole project, ensuring no detail of your design goes unchecked.

Rive Gauche has extensive experience in super-prime projects – including our most recent work with leading hospitality brand Four Seasons. If you’re a developer looking for an ideal partner to deliver a super-prime branded residence or luxury hotel, contact Nicolas Roux to discuss your requirements.