The Filaments x LOFT
How we designed two BTR concepts to attract a young professional audience.
BTR is competitive. Expectations of renters are high, and every development needs to have a distinctive style in order to stand out.
We know, and love, BTR. Our team thrives on the innovation and creativity that is required for bespoke designs for BTR spaces. We know it’s about more than trends, successful BTR has to be created around an understanding of people, and the ways in which people will live, work and relax. This is particularly important when focussing on a young professional audience.
It’s all about intelligent design.
For The Filaments, Grainger were looking for a design concept that was sympathetic to the history of Manchester and Salford but reflected the experiences of modern-day city living.
We presented Grainger with two different concepts that combined these elements using seasonal trends. They loved them both, and we worked with the client to bring both to life for their show apartments.
The first look ‘Northern Silhouette’ focused on the city’s skyline. Pulling clean-cut shapes and a darker colour palette, the key elements of this concept were strength, sophistication, and mystery.
The second look, ‘Rich Heritage’, celebrated the city’s history through vibrant colours. Choosing an indulgent colour palette and softer shapes, the elements of this concept were culture, imagination, and freedom.
We carefully selected paint colours, sourced furniture and curated a selection of accessories.
Initially having darker walls for the ‘Northern Silhouette’ look, the client wanted to add some warmth. So we changed the wall colour and swapped in upholstered dining chairs, adding a subtle new contrast to the design.
We sourced artwork displaying the Manchester bee for the ‘Rich Heritage’ look and for ‘Northern Soul’ we curated bespoke artwork featuring Manchester architecture and Oasis lyrics.
To promote wellbeing in interiors we added biophilic elements to the design. Through natural and artificial foliage and by encouraging light to flow through the apartments the spaces felt immediately positive and welcoming.
By strategically and creatively combining all the elements, Grainger could feel confident in two bespoke show apartments. And our experienced team used their expert knowledge of trends, target audiences and creative flair to deliver beautiful and aspirational homes.
Once these were designed and installed, the LOFT team were able to roll out the look across 375 apartments.