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  • What does an aspirational home look like in 2020?
  • What does an aspirational home look like in 2020?
    Naim Benjelloun (2019) ©
REPORT

How does the multipurpose home impact nesting?

The COVID-19 pandemic sparked a swift evolution of the home. Where it was once a private space, it’s now a pseudo-public, multipurpose area required to fill a range of personal and professional needs. How can brands tap into changing nesting aspirations and address new domestic challenges?

Location United States

Scope
For over 50 years, the grand American home has been a core part of the American Dream – but modern homes don’t fit this narrative. The average apartment built from 2015 to 2019 is roughly 10% smaller than one built from 2000 to 2009, while the rise of ‘tiny homes’ – of which there are over 10,000 nationwide, with an annual growth rate of early 7% – hints at a desire for more eco-friendly and affordable abodes. [1][2] Meanwhile, the cost of buying in certain locales is forcing people to uproot their lives to ...

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