FUNDAMENTALS TRUMP EXCESS
It’s no longer en vogue to talk about your multi-million dollar condo at a cocktail party. Instead, it’s become fashionable to discuss financial savvy and how to stretch your dollars. The culture of bling is gone for now; quality and value have emerged as the new American ideal. Mass consumption simply doesn’t feel good anymore - not when people are losing jobs and retirement funds.
The recession has caused our society to reset, and as a designer I want to give homebuyers interiors that offer enduring value and promise to add to their quality of life. This means creating well-proportioned spaces that encourage owners to decorate with fewer, but better pieces. My personal goal is to show that the fundamentals of a well-designed space – scale, proportion, pattern, function, color and light – will always be the key to enjoying a room. The power of a great space is stronger than any joy derived from the mindless accumulation of more stuff.
In the next wave of Mary Cook & Associates-designed model homes, we want to take a breather from the excesses of the boom years, where the word “luxury” became so overused it lost its meaning. We want to demonstrate that a great home can be about meaningful design and not simply a demonstration of what one can afford.
Our goal is to show the potential home buyer that smart interior design is always an accessible goal, no matter the price point. Less really can be more – in fact, this new incarnation of the minimalist aesthetic is a return to the basics of the original American Dream. Our interiors should be uncluttered enough for emotions to be grounded by common sense, quality and value to be felt, but most of all for the dream to truly come alive.
trend spotlight
Amenities with an Edge
It’s no secret that in the multi-family housing world, amenities can make or break a sale. Today’s renters and buyers seek out properties that offer something different. From upscale gathering spaces to energy-enhancing fitness centers, savvy consumers want more value for their money. Add to this that the new economy also has Americans turning towards socially responsible values, and it’s easy to see that simple multi-purpose rooms are no longer enough.
Connectivity is paramount. Current technology and the need to ‘plug in’ have created an increased demand for community spaces that enhance both tech communication and personal interaction. Movie screening rooms, cyber cafes, swimming pools, community kitchens, and gaming centers allow residents the opportunity and reason to socialize in a variety of tech and tech-free ways.
Green is the new black. Prospective renters and buyers realize eco-friendly means efficient and economical, and their purchasing decisions take into account factors like solar panels, water conservation, and energy efficient lighting. They seek properties that include renewable and recycled materials in both units and public spaces. Many consider the carbon-footprint of their home to be an extension of their own personal ecological impact.
Another major trend is the increasing popularity of the home office. As more workers are either displaced from traditional office environments or finding fulfillment in self employment, the inclusion of home offices in multifamily housing has increased. These spaces often double as guest or hobby rooms, while also not surprisingly increasing consumers’ desire for social gathering spaces outside of their apartments.
The multifamily market is witnessing the next big shift in buyer consciousness. Homeowners and renters demand spaces that allow for interaction, recreation and respite, and most importantly, serve as an extension of personal expression. Amenity spaces need to be at the forefront of our consideration as builders and designers – they define not only the building, but the community within.
Green Space
The one thing everyone here at Mary Cook & Associates enjoys is the farmers’ market. A summertime staple, over 70 different fresh-air markets flourish in Chicago between May and October.
This year we’re very excited to witness the debut of a new year-round indoor organic market, the Chicago French Market, opening in November. Although it’s not quite the same experience as an early morning outdoor market in the park, it promises an array of fresh, local, and organic produce to help us make it through until next spring. Our firm embraces shopping for locally sourced and organic goods whenever possible, including the lively mix of goods available at these markets. Besides the obvious health rewards, benefits include unsurpassed flavors and a refreshing connection to the local community.
Choosing to buy local is an easy way to help the local economy, reduce our carbon footprint and enjoy a healthier way of life. This important aspect of our company culture also informs our design decisions. We savor the use of quality materials and furnishings, original artwork, and other regionally-sourced objects that enrich the daily lives of our target audiences.
Project Spotlight:
Pinecrest Golf Club
When Huntley Park District acquired Pinecrest Golf Club in 2003, they decided to replace the existing 35-year-old clubhouse with a modern facility that could keep pace with the area’s booming residential growth. Completed in 2008, the new 16,200 sq. ft. clubhouse boasts interior design by Mary Cook & Associates and features a casual, rustic style that resonates well with the local community.
Since reopening, Pinecrest has enjoyed tremendous success. Banquet and event bookings have more than doubled, increasing the revenue per round of golf played by 75%. Executive Director Thom Palmer has been a hot commodity as neighboring communities look to him for the recipe for the club’s achievement. Thom says the best result has been the locals’ increased sense of pride and ownership - he feels that Pinecrest has become a “Great Good Place” for the community.
Interested in hearing more? Join us at the IAPD/IPRA Conference on Friday, January 29th for Session 609, “Great Environments Inspire Great Activity.”
STAFF PROFILE
Anna Harris
Executive Sales Assistant
Anna Harris’ diverse background makes her a key component of the three-person sales and marketing team that she is a part of at Mary Cook & Associates. Anna joined the firm in 2008 as an executive sales assistant under the president, and is responsible for a wide range of duties including sales, marketing and office management operations. Her primary roles include social-media marketing, client communication, trade show organization, and coordinating with the firm’s public relations and Web development teams.
Anna creates and maintains solid client relationships through thoughtful and personalized service. She develops successful client relationships by promoting a shared feeling of growth and fellowship.
“One of the areas I hope to help Mary Cook & Associates grow is through applying the most advanced marketing and communication initiatives,” said Anna. “Being Web and social media-savvy is an important part of communicating with our clients and prospective clients. These modern tools allow us to show our firm’s personality and give insight behind what goes into our design work.”
Anna holds a Master of Preservation Studies degree from Tulane University’s School of Architecture. She also earned a Bachelor of Arts in Medieval Studies and Art History from Tulane University. Among her many hobbies, Anna has a passion for wellness and recently completed the Chicago Marathon with the goal of raising funds for autism awareness. She is also an aspiring fiction writer and has committed to this year’s NaNoWriMo (National Novel Writing Month), in which participants pen a full novel in a month.
Upcoming Events:
- IPRA/IAPD “Soaring to New Heights” Annual Conference, January 28th through 30th, 2010, Chicago, IL
- Golf Industry Show, February 10th through 11th, 2010, San Diego, CA
- Golf Inc. Spring Conference, April 12th through 14th, 2010, Amelia Island, FL
- Atlantic Builders Show, April 22nd through 24th, 2010, Atlantic City, NJ
mary’s wishlist:
Stage Right
My firm has recently embarked on an exciting new journey. To be honest, it’s a direction I had been intending to take eventually, but the right opportunity had never presented itself. Then last month, things changed and we were tossed head-first into the sea of staging. With the new economy turning things on their heads, many companies (and not just in the homebuilding sector) are finding that they need to find ways to cut corners without sacrificing quality. For our own little section of the world, that’s where Stage Right comes in.
From this moment on, Mary Cook & Associates is no longer only in the business of outfitting fully merchandised and way too often ‘excessive’ luxury models. We’re further aligning our design offerings with our company mission by creating staged models that offer more for less. Our primary tool, as always, will be the use of furniture with varying styles, scale, and placement in order to prove the space. Then, by using a variety of paint colors as both back drop and accent, and minimal-yet-strategic art and accessory placement, these staged interiors will serve as powerful marketing tools – reaching both the logical and emotional senses of the consumer.
Our work will continue to be as relevant and inspired as it has always been, but as the consumer changes, so must we. Stage Right is our way of assisting developers in demonstrating how their spaces will function and helping potential buyers and renters imagine how their homes will live. The end result translates into both savings for our clients and peace of mind for their customers.