Project Details
Description
The University of Strathclyde proposes a strategic research partnership between the Department of Architecture and the Department of Marketing to collaborate with national housebuilders in exploring and defining the future of housing design in the UK.
The initiative responds to a growing uncertainty in the housing sector: how will emerging generations—shaped by global cultural influences, digital lifestyles, and changing social values—respond to the traditional vernacular of UK housing?
While the postwar and late 20th-century British house type (a rectangular plan with pitched roof and conventional frontage) remains commercially dominant, early evidence suggests that younger buyers and renters are influenced by global aesthetics, sustainability aspirations, and design quality expectations that may diverge from traditional norms.
Through interdisciplinary research and design testing, this partnership will investigate how attitudes to housing form, style, and identity are changing, and produce guidance for national housebuilders to future-proof design strategies, enhance brand differentiation, and improve customer satisfaction.
The initiative responds to a growing uncertainty in the housing sector: how will emerging generations—shaped by global cultural influences, digital lifestyles, and changing social values—respond to the traditional vernacular of UK housing?
While the postwar and late 20th-century British house type (a rectangular plan with pitched roof and conventional frontage) remains commercially dominant, early evidence suggests that younger buyers and renters are influenced by global aesthetics, sustainability aspirations, and design quality expectations that may diverge from traditional norms.
Through interdisciplinary research and design testing, this partnership will investigate how attitudes to housing form, style, and identity are changing, and produce guidance for national housebuilders to future-proof design strategies, enhance brand differentiation, and improve customer satisfaction.
| Status | Not started |
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