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REINVENTING THE IDEA OF COMMUNITY

BUILDER

More Americans are looking beyond the confines of home for a sense of community, says BUILDER blogger Emily Siwek.

Neighbors Cafe at the 1 Hotel Brooklyn Bridge
1 HotelNeighbors Cafe at the 1 Hotel Brooklyn Bridge

Lifestyles in the 21st century are reinventing the idea of community across the environments where Americans live, work, shop, and play. Influenced by flexible job schedules, new family and household compositions, and mobile technology, the idea of home is extending beyond the traditional concept. A 2016 Ikea Life at Home survey found that 38% of respondents consider the neighborhood in which they live a part of their home. Obviously, Americans are looking beyond the confines of home for a sense of community engagement.

As boundaries blur, retailers are looking to create their own unique specialized sense of community. At the Austin, Texas, Yeti flagship store, the museum-like layout shifts the mindset from searching and buying to browsing and learning about the company’s outdoor-focused products. A wall of brand ambassador profiles dubbed “the wild ones” showcases curated collections of their tools of the trade. Community minded events from film screenings to porch concerts along with an in-store bar make the flagship a destination and solidify the company’s niche in the marketplace.

Hotels are also looking to become a destination in their local communities by opening the door not just to travelers but to locals as well. As we study commercial environments for our annual trend report, we see an increase in “living room lobbies,” hotels designed to welcome guests and locals alike with the homey feel of a neighborhood hangout. The newest addition to the 1Hotels brand is a Brooklyn Bridge location that artfully draws from the local flavor, catering to residents as much as tourists. The in-house eatery, aptly named Neighbors, features a selection of local artisanal goods. In addition, visitors will find a lobby lounge with seasonal beverages, a lobby farm stand, and a rooftop bar.

Community gardens at Lake Nona
Courtesy Lake NonaCommunity gardens at Lake Nona

With six influential generations impacting the built environment for the first time, new communities must have something for everyone. Easton Park, a master planned community in Austin has it covered, differentiating themselves as a haven for outdoor enthusiasts with a variety of spaces including a trike track, grill stations, outdoor yoga, a hammock garden, and a great lawn. The grounds contain 300 acres of pathways, parks, trail systems, and outdoor amenities; they are even calling their grand opening event “Parkapalooza.”

In Orlando, Fla., the Lake Nona neighborhood, an 11,000-acre mixed use development, is anchored by a health and life sciences park, putting wellness at its core. The on-site hospitals and research buildings including, the University of Central Florida College of Medicine and Health Sciences Campus, may be attractive to an older generation hoping to age in place in their homes. The community also features a smart model home dubbed the Wellness Home Innovation Technology (WHIT) which integrates features like a wellness hub in the kitchen and a six stage air filtration system to improve the health of its occupants.

We have been tracking big shifts in the home such as “Streetside Living,” a trend signaled by the return of the front porch, as a way for disconnected homeowners to regain a sense of community. The latest construction census showed 65% of new homes include front porches, up from 42% in 1992. Now we see this physical extension into the community encompass the whole home with the addition of back porches and even side yards converted into outdoor living space. On our radar is the next evolution, second-story streetside living, where outdoor spaces move upstairs with master suite balconies and rooftop lounges.

What does this mean for builders? Evolving lifestyles will continue to shape the home and inspire new communities. The home is a reflection of the way we live and the key to successfully incorporating community will be balancing specialty zones while maintaining flexibility as the pace of technology and lifestyle continues to change.

Emily SiwekEMILY SIWEK

Emily Siwek is market strategy analyst at Sphere Trending, LLC.  Her background in interior design of both residential and commercial spaces supports her macro analysis covering consumers, society, technology, retail, and environmental trends.