Design matters: discerning homeowners and investors shape the future of property aesthetics
Bespoke interiors by Lucy Harris Studio blend nature, modern eclecticism, and comfort for a growing family in In a new Brooklyn brownstone home.
Image: Brian W. Ferry
Discerning homeowners and investors were demanding more from design (both inside and out) as South Africa's property market continues to evolve.
According to the team at Fine & Country Sub-Saharan Africa (SSA), who specialise in premium residential property across the region, the sector was on the cusp of a design shift, shaped by changing values, technological innovation, and a growing desire for permanence and personalisation.
Real estate is no longer about location or price per square metre only. Increasingly, how a home looks, feels, and functions is as important as where it is.
The open plan living, long favoured for its sense of space and sociability, is giving way to more intentional spatial zoning. This is not a complete departure from the open-plan ethos, but rather an evolution.
"We're seeing a move toward multi-functional spaces that balance openness with privacy," says the Fine & Country team. "Homeowners want connection, but they also want dedicated areas for focus, fitness, or retreat."
Designers were responding with innovative partitions, sliding screens, and level changes to create zones within zones, offering flexibility without forfeiting flow.
Sustainability has matured from a buzzword into a baseline expectation as today's buyers are more educated and more discerning.
'It's not enough to add a few solar panels and call a property green. Sustainability must be deeply embedded, from passive climate control and greywater systems to locally sourced, low-impact building materials.'
Green buildings are not only for the privileged few; they are accessible and beneficial to all. As South Africa faced rising energy costs, water shortages, and growing investor pressure for assets that meet ESG (Environmental, Social, and Governance) criteria, the property industry must adapt.
Contrary to common misconceptions, green buildings are not inherently more expensive. They deliver long-term financial and environmental benefits, often at little to no extra cost.
The Green Building Council South Africa (GBCSA), an independent third-party verifier, defines a green building as one that reduces its environmental impact across multiple areas, including energy and water efficiency, material use, waste, indoor air quality, transport access and socio-economic benefits.
'People often assume green buildings are about extravagant add-ons like solar panels,' said Lisa Reynolds, CEO of GBCSA, recently. 'In reality, they prioritise efficient design-reducing resource consumption while enhancing occupant well-being and long-term sustainability.'
Natural ventilation, high-performance glazing, and smart home systems that actively manage energy use have become standard in high-value homes. In turn, design must accommodate these technologies while maintaining aesthetic harmony.
The Absa's Homeowners Sentiment Index (HSI) for the first quarter of this year also revealed a growing aspiration among South African homeowners to live off-grid, with many seeking to replace municipal and state-provided services, particularly electricity and water, in pursuit of greater sustainability and self-sufficiency.
More than three-quarters (76%) of respondents indicated a desire to move away from state-supplied electricity, while nearly half (49%) expressed interest in replacing municipal water sources.
In parallel, households are actively adopting more sustainable practices in their daily lives, with 57% cultivating fruit and vegetable gardens and 42% using solar power for electricity.
A majority of homeowners (64%) are exploring borehole and filtration systems, while 53% are considering rainwater harvesting to improve water security.
The stark minimalism of the 2010s is giving way to a softer, warmer approach. This includes textured plaster walls, soft curves, and tactile surfaces like limewash, fluted wood, and natural stone.
'The aesthetic is pared back but layered. There's a greater emphasis on craftsmanship, heritage finishes and a neutral palette that feels calm, not cold.'
This trend is also practical as homeowners spend more time in their spaces, working, entertaining, and relaxing, there is a need for comfort as well as style. Interiors are expected to be intuitive and inviting.
While restraint rules much of today's design thinking, personalisation is back in a big way.
"We're seeing a renewed interest in bold, singular design elements, arched doorways, sculptural staircases, or one-off art commissions. It's about grounding a home with character and creating moments of surprise or narrative."
In architecture, this translates to stronger façades with texture, depth, and asymmetry, rather than flat or formulaic silhouettes.
As lifestyle and wellness continue to shape how people live, homes are being reimagined as holistic ecosystems. Biophilic design, the integration of nature into built environments, is gaining traction through indoor gardens, natural light corridors, and even living walls.
'People want homes that not only reflect their style, but also support their health, productivity and wellbeing. This is especially true for buyers in the upper end of the market, where design must elevate daily living.'
There is a movement toward what some architects are calling 'honest architecture', a rejection of mimicry or over-decoration in favour of authenticity. Raw materials are celebrated rather than covered up. The function of a space is expressed clearly in its form.
In South Africa, this dovetails with a celebration of local context: embracing vernacular architecture, indigenous plantings, and indoor-outdoor transitions that connect people to place.
As buyers become more design-savvy, the expectations placed on homes are becoming more nuanced. The challenge for architects, designers and developers is to create spaces that are not only beautiful, but intelligent, sustainable and deeply personal.
'Our clients are seeking more than properties, they're seeking homes that express who they are and how they want to live. Design plays a central role in that story,' says Fine & Country SSA.
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"We're seeing a move toward multi-functional spaces that balance openness with privacy," says the Fine & Country team. "Homeowners want connection, but they also want dedicated areas for focus, fitness, or retreat." Designers were responding with innovative partitions, sliding screens, and level changes to create zones within zones, offering flexibility without forfeiting flow. Sustainability has matured from a buzzword into a baseline expectation as today's buyers are more educated and more discerning. 'It's not enough to add a few solar panels and call a property green. Sustainability must be deeply embedded, from passive climate control and greywater systems to locally sourced, low-impact building materials.' Green buildings are not only for the privileged few; they are accessible and beneficial to all. As South Africa faced rising energy costs, water shortages, and growing investor pressure for assets that meet ESG (Environmental, Social, and Governance) criteria, the property industry must adapt. Contrary to common misconceptions, green buildings are not inherently more expensive. They deliver long-term financial and environmental benefits, often at little to no extra cost. The Green Building Council South Africa (GBCSA), an independent third-party verifier, defines a green building as one that reduces its environmental impact across multiple areas, including energy and water efficiency, material use, waste, indoor air quality, transport access and socio-economic benefits. 'People often assume green buildings are about extravagant add-ons like solar panels,' said Lisa Reynolds, CEO of GBCSA, recently. 'In reality, they prioritise efficient design-reducing resource consumption while enhancing occupant well-being and long-term sustainability.' Natural ventilation, high-performance glazing, and smart home systems that actively manage energy use have become standard in high-value homes. In turn, design must accommodate these technologies while maintaining aesthetic harmony. The Absa's Homeowners Sentiment Index (HSI) for the first quarter of this year also revealed a growing aspiration among South African homeowners to live off-grid, with many seeking to replace municipal and state-provided services, particularly electricity and water, in pursuit of greater sustainability and self-sufficiency. More than three-quarters (76%) of respondents indicated a desire to move away from state-supplied electricity, while nearly half (49%) expressed interest in replacing municipal water sources. In parallel, households are actively adopting more sustainable practices in their daily lives, with 57% cultivating fruit and vegetable gardens and 42% using solar power for electricity. 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