Luxury Buildings Partner with Local Venues
A new trend in resident engagement involves luxury properties partnering with local cultural hotspots for exclusive events. Buildings are reportedly co-branding with new Gold Coast restaurants, organizing private tours at the Art Institute, or hosting sports-themed viewing parties to foster a sense of community.
- The trend of experiential amenities extends beyond one-off events to include ongoing partnerships, such as the One Chicago development, which offers residents complimentary memberships to its on-site 125,000-square-foot Life Time Athletic Resort and Spa. This building also fosters a sense of community through exclusive restaurant partnerships and services like room service from The Alston, Sophia Steak, and Petit Pomeroy. - Competitor properties like the Waldorf Astoria Residences (formerly Elysian) provide residents with access to 5-star hotel services, including a deluxe spa, indoor pool, and 24-hour concierge services. Similarly, Park Tower, situated atop the Park Hyatt Hotel, allows residents to use hotel amenities like the NoMI Club, which includes a fitness center and spa. - The Deco at 1400 N Lakeshore Drive, a renovated Art Deco building, focuses on community-building through curated monthly resident events and complimentary fitness classes, in addition to a rooftop patio with panoramic lake views. - Newer luxury buildings are dedicating significant square footage to amenities, with some offering over 80,000 square feet of indoor and outdoor amenity space to create a resort-style living experience. This includes features like golf simulators, full-floor fitness centers with Peloton bikes, and pet grooming stations. - Co-working spaces within residential buildings have become a key amenity, with properties like 21 E Chestnut offering co-working lounges with private, noise-reduced work pods to accommodate the rise in remote work. - Millie on Michigan, a newer building in the Loop, features a 46th-floor outdoor pool deck, a 5th-floor terrace with grilling stations and a turf lawn, and a fitness center with on-demand fitness systems like Mirror. - The emphasis on health and wellness is a growing trend, with buildings like The Sinclair in the Gold Coast and Parc Huron in River North providing massage rooms for residents to book services with their own practitioners. - In response to the growing demand for electric vehicles, many new luxury properties, including Millie on Michigan and Two West Delaware, are incorporating EV charging stations into their on-site parking garages.
