In the modern market, customer-centricity is one of the most important topics that companies in every sector are facing today. Even some so-called trendsetters are gradually becoming trend followers, as customers become ever more demanding and clearer on what they are looking for. Also, big data has given unprecedented insights into the target demographic’s behaviours, which is an extremely powerful tool for companies to constantly adapt to customers’ evolving preferences.

According to research by McKinsey, customer- centricity should be integrated at the top of an organisation and trickle down to the different areas of the business. The business should then adapt to these principles and ultimately develop technology, expertise and services to accomplish this vision.

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This concept is reflected in interior design as well. The first step then is to know your audience and have a clear idea of what kind of demographic you want to attract. This has always been the starting point and cornerstone of our projects, as highlighted in the following case study.

The target customer has to be aligned with the values a company, developer or property manager wants to communicate. This is a key factor especially with the strong competition that is developing today in the shared living sector, whether you are designing student accommodation, coliving or coworking spaces.

At A Designer at Heart, we focus on designing lifestyles more than simple interiors. And this is a principle that has helped us significantly in our projects so far. This is particularly important when it comes to purpose built student accommodation (PBSA) and coliving designs because these new hybrid spaces share characteristics of both residential and commercial spaces.

On the one hand, PBSA and coliving spaces are similar to hotels or other hospitality structures, where numerous services are provided by a property manager and there is almost never any direct contact between who designs and develops the space and the end user. On the other hand, however, PBSA and coliving spaces can be compared with a residential space because the rents are usually long-term, much like a ‘home away from home’.

For this reason, interior designers find themselves in a unique position. The hospitality structures usually have a well-defined target demographic, and every action taken is aimed at attracting that demographic. When the length of stay becomes longer, the characteristics of the ideal customer become more blurred. So to get the best results it is crucial in this phase to constantly communicate with other departments – marketing, acquisitions, operations, development, etc. – who in turn have to keep in touch with the residents, get their feedback and translate those insights into action. So it is important to offer flexible spaces but also to introduce users to a desirable and appealing lifestyle.

Defining these first steps is what allows a project to stand out from the rest. It is a defining trait of some of the most successful companies in the world. Brands that customers want to feel a part of, and want to belong to. As Simon Sinek interestingly put it a few years ago through his ‘golden circle’ principle, knowing the ‘why’ behind an organisation, service or product makes the communication of that vision much more efficient. In interior design, this means that ‘form must follow function’. The functions and use cases for spaces, amenities and different facilities are what will shape the interior itself.

So, let’s have a look at a case study derived from a project we developed recently.

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CASE STUDY – DRESDEN PBSA COMMUNAL AREAS

Our client’s initial brief was for us to create the typical PBSA communal area for students. They wanted a space that mixes some study spots, either for quiet studying or more informal moments, plus some lounge and game areas. From this more generic brief, we developed a basement communal area.

Later on, however, it became clear that the target was going to be different. We were instructed, in fact, to review the space and to address it to young professionals, and people starting their own careers. This meant giving it almost a coworking and event space feeling. Even a little difference in the target audience’s age made a huge difference to the final result.

Our audience analysis confirmed that the target demographics were young professionals: individuals between 20-30 years old, usually engaging in an internship and/or their first job opportunities, but also sometimes between jobs or even pursuing another level of higher education (e.g. PhD students / postgraduates). Following this analysis, we identified the needs and interests of this demographic, which led to the design approaches described below.

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HOW USAGE SHAPES DESIGN

The double height in the basement was not only an architectural feature with great visual impact but also gave us a lot more options for the spatial design. It allowed more flexibility when it came to creating additional space (with the mezzanine) and using it efficiently for our demographic of young professionals. So, we developed the interior while also keeping in mind all the characteristics of our ideal audience.
First, we took into account some important overall principles that would help us achieve the result we were looking for.

The styling of this space, as mentioned in the beginning of this article, followed its function. We took advantage of the concrete structure leaving it exposed to create a more mature industrial chic look and feel. To be consistent with this style we used only five colours. Along with the grey, there is timber light beige, yellow for the seating, some more seating in shades of blue and finally some greenery.

As proven by different studies, the presence of direct or indirect natural elements within an interior space contributes to the relaxation, focus and overall health and professional performance of its residents. These are principles that by now all the biggest companies in the world (Amazon, Apple, Facebook and so on) are applying, having become one of the most important trends in the modern interior design industry (especially in the workplace), along with the materials’ sustainability and waste reduction.

We used natural light coming from the large windows as much as possible, then introduced plants and moss walls. We did so by taking inspiration from the concept of biophilia, a term coined by Eric Fromm in 1964 and popularised by Edward O. Wilson later with his book Biophilia. According to Fromm, humans have a natural affinity with nature, and because of it they tend to search for this connection. Naturally, the absence of it is detrimental both physically and psychologically.

Finally, the look and feel has also been implemented through textiles for the seats and we topped it all off with some bespoke lighting to give the space an even more refined look that reflected the personality our client wants to attract.

And now let’s dive in and see how the spaces satisfied the needs of our demographic based on the different ways they can use the communal spaces:

Eating: For a quick break, snack or informal meal, we added a servery with high tables and stools. These offer an informal option for those who want to just stop by and have a chat while drinking some coffee without having to reach the tables and sit down in some quieter area. The LED neon-effect sign above the kitchenette makes this whole area a focal point of the room with an overall convivial atmosphere. The space allows for users to have soft drinks, quick snacks and/ or light catering for occasional events.

Studying: Studying was naturally a key factor for us to develop in this space. We had to consider solo studying and group studying – even if in small groups, we still needed a large space with big tables. At the same time, we knew we had to provide both formal and informal as well as relaxed spaces, so we picked different options to cater to these needs.

For formal studying and activities, we provided tables with dedicated task lighting and plugs both on the ground floor and on the mezzanine. The ones on the ground floor are thought for people that prefer to study alone and concentrate, so there we used single seats. Differently, on the mezzanine, the large tables are provided with seating sofas on one side and chairs on the other. These have task lights too, but that hang from the ceiling. A similar option is available on the ground floor as well, next to the servery area and the high tables. This ground floor space can also be used for informal studying.

Last but not least, in the space below the mezzanine we created some meeting rooms. Equipped with wall-hung smart TVs, these can be reserved and provide the best environment for some demanding group activities or study. Some more informal group activities or light reading instead are possible as well both on the mezzanine and on the ground floor where we placed sofas, pouffes and some modular sofas with small tables for laptops, tablets or drinks. Finally, thanks to the space’s double height we used the stairs leading to the mezzanine to create a stage seating, and in order to make its use more flexible we also added plugs there. This gives the option to just spend some time in a relaxed way but still plug in a laptop or charge the phone.

Relaxing / Taking a Break: Thanks to the presence of moss walls and lots of plants as well as natural light, the mezzanine area offers a space to take a proper break. It includes comfortable and informal lounge seating in different areas – we went for a mix of bean bags and pouffes which are highly movable. The high- back sofas also convey a feeling of intimacy, important for different times of the day / needs.

Socialising: The same areas thought for informal study or taking a break are also suitable for some relaxing time and socialisation. From the sofas on the mezzanine to the stage seating and down to the servery area. All these spaces have been designed to be flexible and favour gatherings and social activities. The mix of furniture gives the opportunity to people to be private (if they need to focus and don’t want to engage with others) or in a more open area they can also be used for casual meetings and smaller points of interaction.

Events: This is mainly what the stage seating is made for. It also features a projector directed at the wall in front that for this purpose has been kept as clean as possible. Decorative / dimmable generic lighting gives a more refined look, which is great for special events and creates a unique atmosphere.

Storage: The whole area underneath the stage seating has been dedicated to storage that can be used either by the staff or students in the occasion of events or group activities if any equipment needs to be stored or pieces of furniture temporarily removed from the communal areas. This makes any layout change easier if ever it may be needed.

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HIGH QUALITY AND NEEDS-BASED DESIGN

In every project we develop, our mission is to obtain the highest quality possible for the future residents and for our clients. This quality is expressed also by how much we are able to respond to their needs, preferences and requirements.

While some things we mentioned might seem quite straightforward, the most important one to remember is that every little detail should be discussed and agreed on in advance. The initial planning phase is the one that ensures the best final result and should never be skipped. It is what allows designers to imagine what the experience will be like, and ultimately, to use the space in the most efficient and flexible way. Finding different use cases for a relatively small space, as it happens in our case study, and dedicating them to different activities is key to the success of an interior design and can only be achieved through early planning.

Last but not least, knowing your audience and planning everything in advance will not only help develop the space’s functionality, but it will also be ideal to find the best solutions in terms of mental and physical well-being. Using the right materials and proper configuration will make for a more durable and timeless interior, which will in turn be more sustainable as well without the need for changes every few years.