Front of House refers to the public areas that tenants and potential tenants come into contact with in a BTR. It is a vital aspect of any BTR, and not only for day-to-day conveniences. Front of House can make a statement about the development & make a great first impression.
First impressions create lasting impressions. Potential tenants will immediately form opinions about a BTR from the moment they arrive. Therefore, the ambience of the Front of House is imperative. Letting the visitor know the development is well looked after, clean & organised. As well as formal or relaxed depending on the nature of the development.
So, it is in the investors best interests to ensure Front of House areas are as hospitable as possible. Which, also helps to boost apartment retention rates. There is no rule of thumb for exactly what you need to provide within these areas of the building. Because, every building will have its own personality, normally dictated by its intended demographic & location.
However, there are some basic concepts that create a good foundation to achieve a welcoming Front of House environment. Here are some of the key criteria that must be taken into consideration.
Key Criteria Of Front Of House
The Front of House aspect of a BTR is centred around the main entrance. Usually consisting of the lobby / reception area & 24/7 concierge, post room, access to the admin office, seating area, etc.
The Lobby/Main Entrance
The main entrance is the area most visitors will encounter first. To ensure a good first impression, design a spacious and welcoming entrance. To achieve this, the lobby should allow for the provision of double-height architectural design. This serves as a great aesthetic upon entry. Allowing space for great interior décors like chandeliers, lighting & art installations. Inspiring all who walk into the building.
Concierge Desk
Further, a spacious main lobby allows for a 24-hour concierge desk. Which, should be easily identifiable from all angles and look unique & instantly noticeable. Concierges are an important element in BTR, doing more than just welcoming tenants & visitors. They provide services that make life easier for tenants. Having a 24/7 concierge service in a building adds more convenience to tenants’ lifestyles & can make tenants feel proud to call their BTR home.
The Post Room
Close to concierge, there should be access to the post collection space. Having this near the entrance reduces the access external couriers have to different parts of the building. Ensuring increased privacy and security. This also makes it easier for tenants to fetch their post as they walk into the building.
Seating Area
It is important to have various seating areas within the entrance. Allowing guests and visitors to relax while waiting. Further, a screen showing live updates is a welcome feature. Weather, news headlines and building updates are all useful & easily digestible bits of information for passers by.
The importance of entrance is perfectly captured in this statement by architect Maria Lorena Lehman. A leading expert on delivering exceptional occupant experiences through smart building design. On her blog Sensing Architecture she states:
“Part of every space is the entrance – don’t neglect the importance of the threshold. This where you help occupants prepare for the visual stimuli they are about to take in, once inside. If there is no physical threshold, think of how the room details, lighting, materials and overall geometries will get their attention as they gain greater focus of the room over time”
Source: www.archdaily.com/79321/first-impressions-and-building-entrances-why-design-functionality-matter
Taking all of the above into account, the Front of House elements should be left open to the creative interpretation of your architect. The main entrance area décor and technological sophistication should be tailored to suit the intended client demographic and the prospective rental level of the development.
Ideal Build To Rent Front Of House Examples
Greystar’s Sailmakers
This BTR, located in Canary Wharf, has a variety of spaces for rent, ranging from one, two & three-bedroom apartments. It features a simple yet elegant Front of House area that evokes a warm and welcoming feel as tenants or potential tenants walk through it.
A look at the main entrance of Sailmakers Build to Rent shows the inclusion of the basic criteria stated above.
Vertus in Canary Wharf
Vertus has three Build to Rent developments in the Canary Wharf area, each with 636, 174 and 327 apartment capacities respectively. The main entrance of one of their buildings (below) shows the inclusion of the key criteria for a standard Front of House:
The stunning ceiling details, lighting, a grand concierge desk and seating area is bound to captivate anyone who walks through the door.
Apache and Moda Living’s Angel Gardens
Located in the heart of Manchester City, Angel Gardens is the gateway to the Northern Quarter and adjacent to Victoria station. Angel Gardens is a 35-storey Build to Rent tower with a capacity of 466 apartment for rent. It features a grand, vibrant and spacious main entrance named The Atrium.
From the picture, the ample space, impressive lighting, and the aesthetic architecture of the main entrance is bound to make good first impression. Both on potential tenants and visitors – and make existing tenants proud to call the building home.
Conclusion
As the BTR sector becomes more competitive, the overall quality of tenant experience will be the defining factor in the financial performance of developments. Soon, the highest quality BTRs will be the most financially successful developments in the UK. Every development needs architects who can maximise the potential of this key element in Build to Rent – Front of House – to provide the best tenant experience.
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