The days of looking to big cities like New York or L.A. for housing trends are quickly coming to an end. Increasingly, the “next big thing” in new home design might just pop up down the street. For instance, online inspiration resource Pinterest’s first major pockets of users were in Iowa and Utah, and the Modern Farmhouse craze trend got its start in a tiny town in Texas. These unlikely starting points have empowered a new generation of creative thinkers driving a trend to create an attainable mainstream lifestyle without sacrificing design, re-setting expectations and creating new blurred boundaries impacting the residential landscape.
Even those looking for the urban experience have now found a more manageable way of fulfilling their dreams with the rise of second-tier cities that offer all the perks of downtown living at a fraction of the price. A recent Brookings Institute analysis of census data shows “a new dispersal to large- and moderate-sized metro areas in the middle of the country—especially in the Northeast and Midwest.” Cities like Austin, Texas; Detroit; Madison, Wis.; and Richmond, Va., are showing up on lists covering the best new places for Millennials to live. Real estate analytics firm RCLCO cited Virginia Beach, Va., as having the most relative growth (16.5%) in 25-34-year olds from 2010-2015.
At Sphere Trending, we make a point of visiting cities like these throughout the year as part of our ongoing “10 City Tours,” not just on the East and West coasts, but in less expected destinations where design and lifestyle improvements have become a differentiator. A recent trip to Charlotte, N.C. (population 842,051) unearthed interesting examples of trends coming to life through the Atherton Mills area where a newly built Warby Parker eyewear store sits adjacent to a Rail Trail walking path and live/work housing. In short, the areas has everything you would expect from a big city but in a more bite-sized portion.
This trend towards a softer urban experience blends into interior and exterior styling as well. We see residential and commercial influence continue to grow and borrow from one another. Metal roof accents, porticos over entries, and cable railing staircases appear comfortable in single family homes, not just commercial or multi-family environments. On the flip side, more natural materials, greenery, soft surfaces, and lounge- style furnishings appear in the commercial market, creating a more home-like atmosphere.
Looking at interior design trends, we seem to be finding middle ground when it comes to style as well. A recent Houzz kitchen study found that “iconic styles such as modern and traditional appear to be falling out of favor somewhat, as homeowners lean toward transitional, contemporary, and farmhouse styles.” These could be called second-tier styles, i.e. subtle and more complex off-shoots of conventional categories to create balanced and unique interiors that reflect a sophisticated consumer.
New-build architecture also blurs the lines drawing from a variety of styles to create something familiar yet different – a blending of elements that draws from authentic roots updated with industrial and clean-lined accents. A great example is the new Westside Station development from Brock Built Homes in Atlanta. Located in the growing area of West Midtown, their web site states “The homes we’re offering here have been designed to include a mixture of styles ranging from contemporary, urban industrial, to classic mill architecture.”
Mainstream and mass market have not always been associated with high style, but the next generation of homeowners has made “mass-pirational” design a practical blend of achievable and aspirational. As trend direction originates from an increasingly wide variety of sources, builders have the challenge of skillfully blending these inspirational components together with a finger on the pulse and an eye for what’s next. Just remember that the next dream home you build might be inspired by the house next door.
