taste overrides need

The leasing strategy and design model in property development are framed around need. They should be reframed around taste.

People like to think that what drives their choice of the goods and services they buy is need or quality, but when offered a choice of several options that perform the same purpose and are of the same quality, it is taste that underpins the choice architecture. Taste overrides need.

Taste, as an extension of the sense of self, is not immutable. It is influenced, conditioned and manufactured by design, branding and marketing - but only if they work together under the auspices of a coherent strategy.

Whether choosing a laptop, a hotel or a commercial workplace to rent, taste is what seals the deal. So if you are a developer, you can copy what’s trending at the moment and pray it appeals to the market and that your space gets let.

Or you can be strategic in making your space the inevitable choice - by using design, branding and marketing to shape the decision, not justify it afterwards