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Branding and lifestyle means detailed consideration of the facilities, amenities and operating income.

Ringley have been tracking the facilities arms race and our research confirms that ‘the clubroom’
culture is already established as a must for London, as is fitness. The Collective’s Old Oak development
demonstrates a model where clubroom space is at the expense of personal living space - outside
London it remains to be seen if in higher priced cities people will so willingly forgo the privacy and
square feet. In early developments (re-factored build for sale developments) ‘community’ has taken
less of a focus, particularly outside London, we feel that this is merely a picture of an emerging market
as we only have to look to the social media of the ‘millennial’ to draw that ‘social, clever, interaction’ is
what builds the brand. The context is a myriad of trade off choices from price point to accessibility to
exclusivity, need and aspirational desire. Preference is also guided by gender, age and overall fitness or
health life choices.

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