Millennials look to their building to “enhance and optimise their quality of life”, according to Greg Gushee, senior vice president at the develolment company and estate agency Related Companies, who are marketing Fifteen Hudson Yards, a new luxury condo building where one-beds start at $3.86m. Among the “360 degree lifestyle experience” on offer in two sky-high floors of amenities is a Beauty Bar inspired by the rise of on-call beauty apps such as Glam Squad and Vensette. Rather than BYOB, it’s BYOA, where the A stands for artist.
For the hoards of wealthy millennials in global cities who – initially at least — are renters rather than buyers, it’s all about leasing the luxury lifestyle. Just because you rent doesn’t mean you don’t want butler service, as Hello Alfred has discovered. They’re busy stocking the fridges and assembling the flatpacks of millennials at 75 buildings across the city.
“Some millennials are putting off home ownership and spending the money today on the best quality of life they can afford,” comments property agent Steve Clair from Level Group, who calls himself @themillennialbroker on Instagram. “Residential buildings are harnessing the technologies and apps that appeal to wealthy millennials who want to live like royalty without the hassles of everyday life.”