On January 23rd, the Women in Luxury Real Estate group gathered for a panel presentation and tour of a newly constructed $8 Million luxury home in Newton, MA.  The discussion was led by TSP Smart Spaces’ Director of Business Development, Rhiannon Hayes, and featured Mariana Dagatti of MGD+ Architects and Lulu Friedman of Didi Interiors + Architecture and focused on collaborating for luxury residential design.

The home was designed by these dynamic design professionals for a luxury real estate developer.  The conversation revealed fascinating insights into how luxury residential projects are evolving to meet new market demands while highlighting the crucial role of collaboration among different specialists and stakeholders. Here’s what we learned about the challenges and successes of designing for a developer of luxury homes. 

The changing face of luxury buyers

Today’s luxury home buyers are different from those of previous generations. They’re often younger, tech-savvy professionals from biotech, technology, and financial sectors, many with international backgrounds and sophisticated tastes shaped by global travel. As Mariana Dagatti noted, “It’s a neighborhood where we did other projects here, and I found that, as it is conservative in certain ways, it is at the same time changing. There are families moving into Newton which are young families, wealthy, even very young for having that amount of financial status.”

These buyers bring new expectations to the market. They’re looking for homes that reflect their international exposure while maintaining functionality for modern living. The discussion revealed that many buyers are CEOs and leaders in tech and biotech industries, drawn to areas like Boston due to its strong life sciences and technology sectors.

The essential role of early collaboration

One of the most striking takeaways from the discussion was the importance of early collaboration among all stakeholders. The traditional model of sequential involvement is giving way to a more integrated approach where architects, interior designers, and real estate agents work together from the project’s inception.

The benefits of this approach are clear:

• Better alignment of vision and execution
• More efficient problem-solving
• Improved budget management
• Enhanced ability to anticipate market demands

Lulu Friedman commented, “We really recommend our clients work with real estate agents and the design team from the very early stages because there’s a moment where we can, together, help drive the direction of the project… real estate agents have all the data, all the necessary feedback.”

Innovation in project management

The discussion revealed sophisticated approaches to project management that are reshaping how luxury developments are executed. One notable innovation was the implementation of QR codes throughout construction sites, linking to detailed specifications for each element of the build. This system streamlined communication between all parties and reduced time-consuming queries.

As explained by Lulu Friedman, “If an electrician wanted to see what this light fixture was that we specified, there was a QR code that specified the light, its location, height, and directions for installation and specifications. In this home, there were many lights, plumbing fixtures, tiles, finishing materials, stones, and other materials, and they were all coded on our documents in the QR code, which lead to efficiency during installation, limiting the number of labor hours on site for everyone”.

The technology and sustainability balance

The conversation highlighted an interesting tension between traditional luxury features and modern demands for technology and sustainability. The term “smart home ready” emerged as a key concept, suggesting a property prepared for future technology integration without committing buyers to specific systems or having the developer invest additional funds during construction. As Mariana Dagatti points out, sustainability is becoming an essential focus in design, but it’s often integrated subtly. Sustainable measures are cleverly woven into the design without being overly obvious. These elements, such as energy-efficient choices, are included thoughtfully so that the home performs better from an energy perspective but without compromising the luxury or aesthetic appeal of the space. Also, maximizing natural light through a strategic design can reduce energy consumption and enhance the home’s ambiance. This creates a light, airy, and more sustainable living environment without sacrificing luxury or comfort. In essence, the approach is to make homes more sustainable and energy-efficient while maintaining the luxury experience, often through careful design choices that aren’t immediately visible but contribute to the home’s overall efficiency.

The value of professional staging

56 Bigelow Street has been professionally staged with furniture and accessories specified by Didi Design Group. A significant portion of the discussion centered on the importance of professional staging in luxury properties. One participant emphasized, “For me, my work speaks for itself, and for this, other projects arise. It’s a way of marketing myself and our firm’s design services.” The consensus was that proper staging is not just about furnishing a space—it’s about bringing the architectural and design vision to life. However, this led to an important conversation about how women professionals in the industry often face pressure to provide additional services without compensation.

Looking forward

The future of luxury real estate development is moving toward more integrated, technology-enabled processes with a greater emphasis on sustainability and personalization. Success in this evolving market requires:

• Strong collaboration among all stakeholders from project inception
• Integration of smart home technology and sustainable features
• Understanding of changing buyer demographics and preferences
• Efficient project management systems
• Professional staging that aligns with architectural vision

Key takeaways for industry professionals

1. Early collaboration between architects, interior designers, and real estate agents is crucial for project success.
2. Efficient systems for communication and project management can significantly impact timeline and budget
3. Understanding the changing demographics and preferences of luxury buyers is essential
4. Technology integration should be planned for, even if not immediately implemented
5. Professional staging is increasingly important for luxury property marketing and a more rapid sale

The luxury real estate market continues to evolve, driven by changing buyer demographics, technological advancements, and new approaches to project management. Success in this space requires not just technical expertise but also the ability to collaborate effectively and adapt to changing market demands while maintaining the highest standards of quality and design.

About Women in Luxury Real Estate

Women in Luxury Real Estate is an exclusive invitation-only group whose mission is to create relationships that lead to business opportunities and personal connections for its members. WILRE brings influential women in decision-making positions within the luxury real estate community together to create a community of like-minded business professionals. Our members come from the disciplines of interior design, architecture, real estate representation, development, advisory, management, and luxury builders. The group comes together throughout the year to learn, be inspired, and connect.