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Revolutionizing Amenity Space Design
Godrej Properties brings a lean and resident-centered approach to the sustainable design of amenity spaces to enhance the resident experience.
Design Strategy
Quantitative Research
Data Analysis
5 min read
Team: C Satyan - Assistant Vice President
Shivani Sangekar - Intern
Internal & External Stakeholder
Timeline: February 2021 - May 2022
My Role: Project Lead | Design Strategist | Quantitative Analyst
Business Design
Executed: Quantitative Analysis | Data Synthesis | Creating Data Frameworks Design & Construction Principles & Recommendation
Setting
Unlocking the clubhouse conundrum
Inconsistent design and hidden costs of clubhouse in residential real estate impact resident satisfaction and quality of life
In the residential real estate landscape, the clubhouse serves as the centerpiece of a residential community, often a focal point for the sales team. However, its design has been heavily influenced by over-allocation of the number of amenities, and budgets allocated by competitors, leading to inconsistencies in space allocated and the amenities offered. These inconsistencies resulted in higher operating costs, which were ultimately shouldered by the residents.
User needs
Segmenting market disparity: A data-driven approach
Revealing discrepancies in amenity allocation across geographical regions
A management consultancy, in collaboration with the sales team, crafted segments for the residential market across various geographical regions. Simultaneously, data was collected from 51 clubhouses, including those in the proposal, construction, or under-development stages, to ascertain relative figures and quantities of amenities for comparative analysis with the newly found segments. This data highlighted notable inconsistencies in the amenities and square footage allocated across different geographical areas.
72.5 M. SQ. FT.
Cost Efficient
Lifestyle
Lowest maintenance project <INR 5 per sq.ft.
Clubhouse sized >2.5% of project saleable area
+50% land dedicated to green spaces
Nature
Premium
Most premium specifications in micro market
4
REGIONS
51
CLUBS
User needs
Diverse residential aspirations
It becomes evidently important to strike a balance between resident aspirations with efficient & sustainable approach
The essential need is to offer amenities that harmonize with the diverse demands and aspirations of resident groups, encompassing the provision of the right type and number of amenities, the effective spatial design for their functionality, considering varying aspiration levels, and accommodating maintenance budgets of differing scopes.
Underfit
Customers are happy, however, they feel that the club size is small for 306 units of project
The hybrid spaces area check the boxes and do not serve the purpose
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Misfit
Excess spaces & non-maintainable materials
Should have been designed to ensure maximum air ventilation
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Overfit
Service level requirement and maintenance charges calculation shall be complex
Specialized club with high end material, managing such club shall be expensive
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Barrier
The amenity space dilemma
Solving the puzzle of amenity design, and sustainable principle in diverse geographical and economic contexts
The central challenge stems from the absence of established guidelines for allotting square footage to amenity spaces in individual projects. Compounding this issue is the fact that the sales team often makes these decisions in response to competitors, despite lacking a comprehensive understanding of spatial considerations, resulting in arbitrary amenity choices. Furthermore, the issue is compounds the absence of sustainable building principles in these projects, ultimately leading to increased long-term operating costs.
Fragmented space allocation across regions
Random amenities allocation
Non-sustainable
amenity space
“How might we optimize clubhouse offering by aligning the number of amenities, and spatial allocation to meet residents’ aspirations, while ensuring sustainable construction and operations?
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Desired state
Strategizing amenities: Enhancing the living experience through tailored solutions
Elevating tailored amenity solutions for an enhanced living experience
The ultimate objective was to furnish the team with a well-defined strategy for clubhouse space allocation, taking into account demographic segments and the total square footage. This strategy aimed to identify essential amenities based on user requirements. Through the development of a streamlined and adaptable amenity standardization model, the goal was to draft an actionable approach for clubhouse space allocation tailored to each project's unique needs. This would not only streamline the design process but also enhance the overall quality of residential projects.
Solution
A comprehensive approach
Creating an enriching amenity experience through thoughtful allocation and sustainable design
The comprehensive approach focuses on the strategic allocation of amenity spaces in residential projects. It takes into account the unique project area and the diverse needs of different resident segments. Emphasizing effective design principles, it aims to ensure that all desired amenities are not only accommodated but also thoughtfully arranged to enhance the user experience. Furthermore, adherence to sustainable construction guidelines promotes operational sustainability and affordance. This comprehensive approach ultimately aims to create a well-rounded amenity experience, enriching residents' living environments.
Segment-wise Optimum Area% Recommendation
Design Principles
Minimum Area Recommendation
Optimizing amenity allocation for
resident-centric experience
Scenarios for clubhouse occupancy to the total population
Cost Efficient
Lifestyle
Nature
Premium
1.75%
2.00%
2.00%
2.50%
2.00%
3.00%
3.00%
4.00%
Scenario 1 - 3.80%
Scenario 2 - 4.50%
A structured approach to holistic living, enhancing quality of life
The recommended percentage allocation considers the minimal amenities essential for each resident segment, accounting for user preferences and space requirements. With no existing protocol in place, this approach provides a systematic, scientifically driven, and user-focused implementation guide. Additionally, it optimizes amenity area allocation based on peak occupancy, avoiding over- or under-building. Overall, this implementation enhances the quality of residential living, delivering a comprehensive and satisfying experience for residents.
Elevating resident living experiences with sustainable clubhouse design
Guidelines for energy efficiency & resident well-being
Guidelines rooted in construction and structural modularity, as well as adaptable space design, together with sustainable construction principles such as the use of local materials and xeriscaping, play a pivotal role in elevating indoor air quality and enhancing building energy efficiency. This approach also fosters durability for simplified resident maintenance and promotes sustainable living practices. Overall, it significantly enhances the overall residential living experience, particularly concerning clubhouse amenities.
Efficiency unveiled
Cost savings, quality enhancement, and lean amenity standardization
To determine the ideal clubhouse square footage for each project segment, a weighted average was calculated using data from all 51 clubhouses. This figure was then compared to the construction costs at each location, revealing the difference between actual and optimal expenses. This approach is anticipated to yield a substantial $6 million in savings across all clubhouses. The development of an efficient, dynamic amenity standardization model provides clear space allocation guidelines, streamlining the design process, and enhancing the quality of residential projects.
Impact
By optimizing amenity allocation and following sustainable building principles, Godrej Properties can potentially save about $6M
Approach
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Ransom Amenity Allocation
Fragmented
Net zero sustainable building construction solution
Space solutions for minimum occupiable amenity space
51 Clubhouse Data
Cost
Efficient
Lifestyle
Nature
Premium
Segment-wise
Optimum Area% Recommendation
Design
Principles
Non-Sustainable
Minimum Area Recommendation
$6M
Further Exploration
As the team at Godrej Properties continues to collaborate and influence regional stakeholders, it will be interesting to co-design amenities with the prospective residents, aiming to ensure that residents' spatial experiences align more closely with their needs.
Let's get in touch to delve into this potential.
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