Pursuing these objectives has taken the practice outside the realms of pure architectural design. Whilst always grounded in architecture we’ve moved into areas that often have a profound influence on design e.g. brand, Environment Social and Government (ESG) and offsite technologies. In particular, we know the role of the customer, ESG and Zero Carbon, are going to impact and shape design and development. The trick will be to find a partner that knows when and how to apply insights from other industries, how to meet emerging obligations and deploy developing technologies.

1. AT CENTRED ARCHITECTURE WE OFFER A DESIGN AUDIT SERVICE.

We often review projects for investors and developers, particularly with regard to the Build to Rent (BTR) sector. We advise on the suitability of design that meets clients’ investment objectives, identifying interventions required to improve the scheme.

Our audit experiences and in-house research have guided us to look more closely at the structure and content of development briefs and design briefs. We have concluded that usually, whilst some design and financial outcomes are clearly defined, many are not. For example, in a recent 180 unit BTR scheme audit there was inadequate consideration for movement logistics with tortuous customer journeys, insufficient thought was given to the location and purpose of amenities resulting in poor quality amenities in leftover spaces, or limited opportunities to introduce offsite technologies or standardised solutions. All these elements should be included in the client requirements, strategic project outcomes and detailed design briefs.

Typically, often they are not. It seems the market is offering poor quality BTR products to investors. Therefore, we also offer to advise clients on creating better briefs.

2. WE REMAIN STRONG IN BTR

This is a sector that is changing residential real estate for the better. This is because it recognises the customer as the source of long-term income, and therefore their needs are a primary consideration within the brief.

Customer culture is influencing both design and investment dynamics. In 2018 we introduced #BrandBeforeBuilding to help create and apply customer-specific criteria into a distinctive offer that would strengthen the architects’ design. This also introduced customer profiling and customer acquisition and retention strategies into the development brief.

Since then, the role of the customer and brand in BTR is better understood and therefore it is being increasingly applied in the sector. The recently published Homeviews report now provides solid data on the benefits of customer-centricity in BTR design and operations.

3. OUR THESIS IS SIMPLE – HAPPY PEOPLE GIVE YOU MONEY

To advance and improve our understanding of customers and how they may influence the design and the development process, Centred Architecture began collaborating with James Fenner and Audra Lamoon, experts in brand and customer service. With them, we have created Optim which believes homes should be designed around the customer and not be cookie cutter. Optim offers unique customer insights that enhance and strengthen a development brief. Optim recommends design criteria that reflect the specific requirements of your target customers and their local context. Its about refining your core product which will add value to any project and create happy customers. Optim’s is contributing to the UK Apartments Association’s (UKAA) best practice guide, due out in the coming months.

4. ESG CONTINUES TO RISE UP

This, alongside the UK’s obligation to be Carbon NetZero by 2050 is having a significant influence on investment decisions. Design, delivery, and operations will need to include, capture and also report measurable outcomes required by ESG goals.

To some extent there is a growing maturity around the E of ESG in that environmental building standards, e.g. BREEAM, Well Building Standard and LifeProven, are offering compliance and measuring criteria.
According to the report ‘A new Investor Consensus: The rising demand for Healthy Buildings’ published in May 2021, the demand for a transition to healthier buildings, the S in ESG, is gathering pace with an 87% increase. Investors and customers alike are demanding healthier buildings that deliver positive social impact and improved wellbeing. Centred Architecture has partnered with LifeProven, a wellbeing consultancy specialising in social impact reporting to meet this growing industry demand.

LifeProven approach wellbeing with a commercial mindset and support real estate clients by enhancing the wellbeing and financial performance of their property assets. This is particularly helpful in planning applications where the applicants can demonstrate positive social impact and clear wellbeing objectives backed up by robust data. Centred Architecture uses this data to improve the design and deliver healthy outcomes for customers and by extension investors.

5. OFFSITE TECHNOLOGY CONTINUES TO MATURE

Centred Architecture is increasingly being asked to create offsite strategies for clients who are looking to advance and expand the use of manufactured solutions in their buildings. We predict that the demand for offsite technology will continue to increase and lead to a ‘super-structure first’ design methodology and it will become an important instrument for delivering ESG goals.

The design of the Solohaus homeless shelter demonstrates this concept, and Centred Architecture is very proud to have been involved in this design. One of these homes was on display at Westminster Abbey in order to draw attention to the homelessness crisis.

Centred Architecture recently contributed to the Single-Family Housing, The Home of Residential Investment white paper, by writing the design and ESG chapters of this progressive document (which has been downloaded more than one thousand times).