THE ART OF INTERACTION
In this age of Tweets, texts and TiVo, many of us rarely find the time to sit down for some genuine, face-to-face interaction. As interior designers, our goal is to counteract this trend by creating inviting and accessible common spaces in the communities we design for. Inspired by the term “Third Places” - coined in Ray Oldenburg’s book The Great Good Place: Cafes, Coffee Shops, Bookstores, Bars, Hair Salons and Other Hangouts at the Heart of the Community - Mary Cook & Associates has been carefully considering how people interact in common spaces, whether it’s our designs for golf clubhouses, community centers or senior living facilities.
Ever since the emergence of the post-World War II planned communities, America has increasingly expanded into isolated suburban enclaves. In these neighborhoods, it’s more conducive to drive everywhere and stay put in homes separated by expansive lawns and driveways. In recent years, there has been an increased call to design and build facilities that promote a sense of community. Americans are craving gathering spots outside of home and work to get to know their neighbors. This revival of third places is providing an opportunity for designers to redefine and modernize the rooms in which we socialize.
We promote the use of third places with warm colors, comfortable furniture and an unpretentious atmosphere. We balance large-scale and small-scale spaces and make it easy to get to these areas. These shared spaces must also be adaptable, able to accommodate a small card game or a larger activity meeting. It’s also important to load these areas with the latest technology like high-definition flat screen televisions, docking stations for portable electronic devices, Wi-Fi access and speakers that deliver a full range.
Today’s third places are becoming the highlights of the communities we design for. At Ridge Creek Golf Club in the central California town of Dinuba, the public clubhouse has become a focal point for the entire town for a range of activities, whether it’s for a wedding or just unwinding after work. Our gathering spaces at the active adult community Regency at Monroe in central New Jersey have proven to be the heart of activity. Young professionals are fully engaged at the shared spaces we designed at Maxwell Place in Hoboken, New Jersey, minutes away from stress of Manhattan.
trend spotlight
Renewal by Renovation
When our firm was charged with the complete interior renovation and expansion of the Abbey Springs Country Club in Fontana, Wisconsin, built in 1971, we knew it would be a major undertaking. After all, the renovation included 58,000 square feet with 12,000 square feet of new construction.
The decision to renovate the existing structure helped retain some of the club’s original flavor. We wanted to strike a balance by paying homage to the club’s history while bringing the interiors into the 21st century. Our goal for the project was to create fresh and modern interiors that would increase usage of the club, as well as attract new home owners and club members.
One of the most effective updates was the completely transformed banquet room. We designed strong backgrounds, including a spectacular raised-panel fireplace with a slate surround and a new bar. A rich grid carpet pulled together a warm color palette of neutrals, textures, reds and rusts. The space has since seen an increase in event-bookings, paving the way for increased revenues.
A stunning revision of the golfers’ grill has also been very well received. This casual hangout features vibrant henna walls with a dramatic wood beam ceiling and paddle fans. Both dining and lounge seating were included in the floor plan, as well as a great new bar. The grill offers magnificent views of the club’s highly rated golf course, and the increased comfort and naturally beautiful setting make this space one of the club’s best experiences.
Since the renovation, Abbey Springs has seen a significant increase in business and has become a noted venue for live entertainment in the region. The club has retained its pre-renovation charm, but with smart updates in color and décor, it now offers much more.
Green Space
With the almost simultaneous growth of both eco-consciousness and technological super-savvy, most of us by now understand the impact each individual has on their environment, as well as how easy it is to start taking steps to decrease our carbon footprint. At MCA, we feel that not only is it our responsibility as an interior design team to promote eco-friendly design, but also to adopt a less wasteful outlook when considering office practices. Reducing both office and time waste is much easier these days, thanks to a little thing called Web 2.0. MCA has recently begun using sites like LinkedIn, Facebook and Twitter to connect with clients, colleagues and friends while sharing our ideas and inspiration with an entirely new generation of consumers. We see this as a continuation of our promise to the environment, with the helpful side effect of being fantastic communications tools. Hope to see you soon in one of our online communities!
Project Spotlight:
Regency at Monroe
It’s a developer’s dream: 23 home sales in 11 days. That’s what happened at Regency at Monroe following the recent reopening of five newly reinvented model homes and a redesigned sales center. Sales at Toll Brothers’ active adult community in Monroe Township, New Jersey, are still going strong in the over 10-year old project, which will eventually encompass 1,200 homes.
Not only did we update the five model homes’ styles; each was given individual characteristics to reach the dynamic range of homebuyers in the 55+ segment. The stylish and comfortable models appeal to prospective residents, cosmopolitan types who tend to be ready to tackle new challenges and meet new people. The revamped sales and design center also has, surprisingly, not just become a place for selling – it’s such a warm, welcoming space, residents are hanging out there too.
Staff profile
Kate Brennan
Business Development Manager
Kate Brennan is the business development manager for Mary Cook & Associates. Having been with the firm since 2002, Kate has gained a wide range of experience working with the multiple project types that the company takes on. She started as a member of the presentation department, but it soon became evident that the scope of her talent was beyond just creating presentations. Her dynamic communications skills made her the right person to be delivering the presentations she was creating. As business development manager, Kate has been instrumental in growing the firm in creating new client relationships and fostering existing ones.
“In the interior design business, it is really rewarding to witness how our work improves the quality of life for the people who use our spaces,” said Kate. “In my role, we start with a concept on how we are going to help our client achieve their goals. It’s very fulfilling to see how that vision takes shape. We think of each new project as an opportunity to exceed expectations.”
Kate holds a fine arts degree from the University of Iowa and a design degree from the Harrington Institute of Interior Design, and is currently working to become a Certified Active Adult Specialist in Housing (CAASH) through the National Association of Home Builders (NAHB). She has served as a judge for the NAHB Best in American Living Awards and Multi Family Pillars of the Industry Awards, and has spoken at the International Builders Show. Her involvement in the local community includes active roles as a volunteer for the Lincoln Park Community and Public Action to Deliver Shelter.
Upcoming Events:
- National Library Association Conference, July 9 through 14, Chicago, McCormick Place
- Healthcare Facilities Symposium & Expo, September 30 through October 2, Chicago, Navy Pier
- National Parks & Recreation Congress & Exposition, October 13 through 16, Salt Lake City, Salt Palace Convention Center
- IPRA/IAPD “Soaring to New Heights” annual conference, January 28 through 30, 2010, Chicago, Chicago Hilton
mary’s wishlist:
What Will the Future Look Like?
In the midst of the difficulties facing the building industry right now, model homes remain one of the most critical components of the new home sale. There will always be a need for model homes, as they will always be very powerful marketing tools in new home sales and apartment leasing.
One question we are asking now is: What does the model of the future look like?
I’ve been researching and speaking firsthand to a variety of frontline people throughout the building industry, and I’ve found some helpful insights about the next generation of model homes.
- Builders see a much greater need to provide more and better green and energy-efficient features at price points that are not prohibitive to customers.
- Technology can no longer be a “prop” in models. Tech-savvy customers need to see, hear, touch and try in order to imagine themselves living there with their computers, iPods and TVs.
- In the near future most new homes will feature centralized command units for technology and other basic functions like lighting. This should be demonstrable in models.
- One builder noted that although buyers are out there expecting substantially lower prices on homes, they have not lowered their expectations for finishes. They still want granite counters, wood floors, marble baths and the levels of finish that have become the standard over the last decade.
- There is more appreciation for common sense value and quality. Models need to appeal to this shift, displaying less over-the-top exuberance.
In the broader perspective, the industry experts I spoke with had much to say about the overall marketing strategy for selling homes. Here are some perspectives on today’s sales tactics:
- The sales process itself will change and become more straight-forward.
- Studies have shown that more than 50 percent of all buyers use the Internet to determine and narrow down their choices when buying a home. Sales and marketing efforts are increasingly focused on the Web.
- With abundant choices available to them, buyers will no longer settle for an “OK” floor plan. Model home plans must be designed and detailed to provide the best possible function and livability, with a careful balance of finishes and dollars in order to maximize the customers’ perceived value.
- Buyers today will return on average five to seven times before buying (versus two to three times in years past). They visit the home in the morning to see the lighting and view, then again at dusk and evening. They come back to observe activity, traffic, neighbors, views, and sunlight at all times of day before making their decision.
- Community and building amenities are very important. Spaces that can be an extension of the buyer’s home give a perceived extra value to the purchase. Spaces that inspire activity and community add to quality of life and satisfaction of the buyer.