Page 56 - The Nationals - 2017 Gold WInners

BEST DESIGN CENTER

We target discerning, move-up homebuyers who place a premium on design and

personalization. Our promise is to deliver exceptional, trailblazing design and

opportunities for personalization to deliver homes as unique as our homeowners

and bring their inspiration to life.

Challenge: To transform homeowners’ option selection visits into inspirational

experiences worthy of the world class homes we’re designing together.

Solution: The Studio – an extraordinary space where homeowners collaborate

with our professional design team to share the vision and inspiration that will

make their homes uniquely them. Our goal is to “surprise and delight” our
homeowners, offering them not appointments, but rather a journey through a

special destination:

• Step across the threshold into a beautifully illuminated space – a

The Studio by Ashton Woods
contemporary living room where you can enjoy an espresso as you plan your

Alpharetta, GA
journey with your design consultant.
By: Ashton Woods Homes
• Witness the white clad spaces that reduce the typical design center ”noise”
Marketing Director: Tara Brown
and immediately present a calming sense of balance, rhythm and harmony.
Designer: Cecconi Simone
• Enter the stunning “Hall of Inspiration” - a glass jewelbox-lined hallway

PLAY VIDEO
bordered by kitchen and bath vignettes presenting traditional, transitional and

contemporary designs. Here, buyers begin to explore their design preferences

and discover elements that will inspire their selections.
• Experience the 14-foot video wall at the end of the Hall that dramatically tells

the Company’s story of design, personalization and possibilities.

• Arrive at the journey’s culmination, our spacious, open work stations featuring

columns of the industry’s most design-forward products, displayed in clean,
elegant fashion to reduce stress and visual clutter and bring out the inspiration

that lies within us all.

Results: Since launching The Studio we have driven a 10% Y/Y increase in option
revenue per home

Northern California Design Studio
Pleasanton CA
Phil Kean Design Center

By: Toll Brothers Inc. Winter Park, FL

Marketing Director: Dottie Sweeney By: Phil Kean Design Group
Designer: HRI Design/Success Strategies
Marketing Director: Amy Thrasher

Home Gallery by Richmond American
Southwestern Design Studio

Las Vegas, NV
Coppell, TX
By: Richmond American Homes McCasland-Hill Construction, Inc.

Marketing Director: Christy Ross Designer: Quest Design & Fabrication

Design: Sara Bechtold (Merchandising Director)

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