In today’s consumer-driven world, a level of choice and customization is expected for any purchase or investment, the senior living industry included. Providers around the country look for ways to differentiate their communities with a variety of dining venues, a robust amenity offering, and multiple housing options. When it comes to selecting a new home, the ability to personalize and customize reinforces a sense of independence and ownership. Providing this capability and instilling these feelings in the sales process helps ease prospective residents into this new chapter of their lives. For those leaving a well-appointed home that represents their family and history, the ability to have a voice in the design of their new space makes all the difference during this life transition.
To maintain budgets and construction schedules, especially on large projects, time and design fees don’t allow for one-on-one consultations with the project’s interior design firm. However, due to the popularity of hybrid housing models with fewer units per building, there is an opportunity for more personalized customization. Providers, like The Hill at Whitemarsh, recognize the importance of choice to elevate the resident experience and further set their community apart.
Customization at Hawk Ridge
Since the inception of The Hill at Whitemarsh, freedom of choice has been the cornerstone of the luxury retirement development philosophy. Located on 96 pastoral acres adjacent to historic Erdenheim Farm and near Philadelphia, residents have access to the best of country and city living. Furthermore, extensive amenities and health care services provide numerous options for living their best lives.
When it comes to options, offering a variety of housing was an important part of the community’s master plan, and The Hill has been fulfilling the original concept with the introduction of The Terraces at Hawk Ridge. With three buildings already in place, the organization is finalizing the plans for the last two structures. While selecting their style of home is one of the many choices available to prospective residents, the new Hawk Ridge buildings take choice and customization to another level by providing a unique opportunity for one-on-one interior design guidance with MDP.
The two remaining buildings at Hawk Ridge, developed by Pure Project Management and designed by BartonPartners Urban Design & Architecture, have four units per floor and eight units total per building. This configuration allows each residence to benefit from a corner location, including access to an outdoor balcony. With fewer units per building, providing more personal design attention and customization options is feasible, and the design experience offers a unique selling feature. In addition to fewer units involved, MDP’s office location close to The Hill also made this a special opportunity for residents.
A Unique Experience
While some residents may have enjoyed working with a residential interior designer or decorator on a previous house or vacation home, it is unlikely they have had access to life at a commercial design firm. MDP Partner Kimberly Hyduke and Design Director Christine Kepko welcomed residents into the MDP Studio to help them envision their new home and select the finishes and details to perfectly suit their lifestyle and support their daily needs. This design consultation service demonstrates The Hill’s commitment to its residents and welcomes them to Hawk Ridge with an extraordinary experience.
The process began with Hyduke and Kepko developing The Hill Collection, four curated, client-approved palettes to serve as a starting point for the design process with the residents. The designers then prepped the MDP Studio with the needed samples and technology to help with visualization and support the decision-making process. Similar to the typical sales center or model unit, the studio space provided a comfortable, collaborative setting to see and touch physical samples of the stone, wood flooring, cabinets, etc. And, of course, refreshments kept everyone fueled throughout the engaging interactions.
Technology played a key role in the consultation sessions, supporting visualization and streamlining the specification and ordering process due to the expedited construction schedule. Greengrass, the visualization tool, displayed renderings of the kitchen and bathroom layouts. In real-time, Hyduke and Kepko were able to adjust finish selections to show different combinations of flooring, cabinetry, etc. Using BlueFingerprint, the specification platform; the designers could share cost implications and record final selections.
MDP values the efficiencies BlueFingerprint adds to the design process and has used it on other projects. The tool documents all of the important design information and allows contractors and other team members to pull reports, plans, and pricing. It centralizes the information, thus streamlining communication and minimizing errors. The reports tell contractors what to buy, and how to tag items. Furthermore, the system connects the information to specific units, including notes about special conditions.
A Satisfying Collaboration
After numerous productive meetings with the Hawk Ridge residents, everyone seems to be experiencing a high level of satisfaction. “The residents received one-on-one attention with two professional designers,” says Kepko. “Based on their comments, they appreciated our honesty and assistance in the decision-making. They valued our expertise and guidance.”
Adding to the MDP Studio experience, Kepko visited the home of resident Joan Johnson to understand her needs better as they were making final selections. She shared her satisfaction with The Hill, “What a pleasure. You really picked a winner with this team.”
“We benefited from the process as well,” adds Hyduke. “Seeing the residents’ reactions, listening to their questions, and understanding their selections firsthand allows us to improve. The experience reinforced our trend knowledge and helped us better understand what end users really want. In addition, the collaboration informed us on how to better educate the sales and marketing teams we work with on larger projects.”
Learn more about Building and Designing Perfection: New Luxury Apartment Living at The Hill at Whitemarsh
