Co-living insights - building a case for a new asset class in the borough

CHALLENGE

To provide compelling evidence to Hammersmith & Fulham and the GLA demonstrating that Co-living is a viable asset class, that there is significant local demand and identifying specific product requirements from the target audience.

RESPONSE

Working in collaboration with partners SAY Property and Kaizen Partnership, Conductor were tasked with identifying the audience for a new co-living development in West London.

Conductor commenced the project by reviewing and analysing SAY's comparisons of the sharer and non-sharer markets, to build a picture of product demand. Conductor then undertook a range of surveys to gain a deeper understanding of the possible audiences and speaking to those harder to reach. Conductor collated and analysed the findings from the surveys and delivered insight and evidence thereby developing a case for/ narrative around Co-living at Wood Lane. The final stage of this project was bringing it all to life, in the form of an exciting and inspiring presentation for Hammersmith & Fulham that painted a clear picture of what HUB wanted to achieve on this unique site. 

IMPACT

This piece of work provided comfort to Hammersmith and Fulham planning authority of the demand for the asset class, the research also helped identify the requirements of the target audience in relation to the internal design, providing insight that has allowed the design team to develop and refine the internal architecture. The scheme received planning in November 2022.