Build It and They Will Come: The Power of Intentional Design
SAMEER MAHOMED
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June, 06, 2025
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5 Comments
In today’s competitive landscape of real estate development, particularly in hospitality, Build to Rent (BTR), and Co-Living, one thing is clear: sameness is everywhere. From cookie-cutter hotel interiors to generic residential amenities, many spaces lack a defining character—and that’s exactly where opportunity lies. Intentional design is the best way to differentiate your product in a saturated market and to attract the customers you want.
What if we approached design with purpose, built places for specific people, and let those communities form organically? This is the power of intentional design and placemaking—and it’s more relevant than ever in 2025.
Intentional Hotel Design: Start With Who It’s For
Rather than designing for the average user, intentional design asks: Who exactly are we creating this for? Whether it's a wellness-focused traveller, a digital nomad, or a community of creatives—designing with a clear identity ensures the space isn’t just beautiful, but meaningful.
When design reflects users’ values, passions, and lifestyles, it creates resonance. It attracts the right guests or residents, fosters loyalty, and builds community.
Placemaking in the Build To Rent Sector: Crafting More Than Buildings
Placemaking goes beyond the physical. It’s about creating environments that foster connection and belonging. It’s how you turn a hotel lobby into a local hangout, or a BTR building into a true community.
In hospitality, hotels are often grouped by brand tier or star rating—but that approach is increasingly outdated. Today’s guests don’t just book a room; they seek an experience aligned with their interests.
Hospitality Design: From Generic to Genre-Specific
Here’s a bold idea: What if hotels weren’t just designed for comfort or brand identity, but around passion points—like Technology, Wellness, Arts, Fashion, Food, or Sports?
Case in point: my stay at SIRO Dubai, a hotel intentionally focused on wellness and fitness. From high-performance gym spaces and recovery-focused amenities to nutrient-dense meals and inclusive wellness programming, every element was designed for guests with specific goals. It didn’t just feel like a stay—it felt like alignment.
Even better? SIRO opened its amenities to the local community, merging guest experience with local placemaking. I crossed paths with Premier League athletes and health-conscious locals. That kind of design doesn’t just differentiate—it builds brand loyalty and community relevance.
Residential Living: Intentionality in BTR & Co-Living
In Build to Rent and Co-Living, differentiation will define success. Residents today are savvy; they choose homes based on more than just price and location. Community, values, and lifestyle alignment now play a big role.
You don’t need to dedicate a whole building to one interest—but you can lean into a clear direction. Think:
A wellness-oriented BTR community with spa-like amenities, fitness programming, and clean dining - alignment now play a big role.
A creative Co-Living space with maker studios, galleries, and flexible event areas for performances and exhibitions.
These design choices create identity. They draw people in—and give them reasons to stay.
From Place to Community, and Community to Brand
Here’s the big idea: Intentional design attracts like-minded people. Those people form a community. And that community becomes the magnet that sustains the place long-term.
Whether you’re developing a boutique hotel, a BTR scheme, or the next wave of Co-Living spaces, consider this:
What unique lifestyle or interest are you speaking to?
How are your amenities, programming, and spatial design reflecting that?
Are you creating a building—or a place?
Because when you build with intent, you don’t just fill rooms or units—you build belonging. And that’s the ultimate differentiator in hospitality and living.
Need help defining your intent for your next development, Build to Rent scheme or hotel?
Contact us at info@weareten.co to set up an introduction call with our team.
