THE FUTURE’S GREEN: BALANCING LUXURY PROPERTY & SUSTAINABILITY
How the luxury property industry is embracing the challenges and relishing the innovations of a taking a more sustainable approach
8 KEY FINDINGS
1. Balancing aesthetics with responsibility
The luxury property sector needs to strive to maintain the high standards and exclusivity of luxury properties while integrating environmentally responsible choices, such as using energyefficient technologies and sustainable materials.
2. Material Innovation
Designers and developers are increasingly focused on reusing materials and incorporating sustainable and recycled options to create luxurious environments, while reducing waste and environmental impact.
3. Longevity and reusability
Building with durability in mind and designing with a long-term perspective can reduce the frequent refurbishments common in luxury properties, which often generate significant waste.
4. Social and ethical sustainability
Beyond the physical aspects, fostering strong, long-term relationships based on shared values is crucial. This involves working collaboratively with teams committed to environmental and social responsibility.
5. Cost and value challenges
The higher costs associated with sustainable practices are a significant barrier, though some argue the luxury sector is best positioned to absorb these expenses, as clients may appreciate the long-term benefits.
6. Client and market expectations
With growing awareness among affluent buyers, developers must anticipate future demand for energy efficiency and environmentally responsible features. Millennial and Gen Z UHNWIs are key drivers of this shift.
7. Technological integration
Smart home systems and innovations like energy-efficient zoning and electric vehicles powering homes are becoming essential. These advancements can lead to near-zero carbon footprints, even in luxury developments.
8. A forward-thinking approach
The sector is moving toward greater environmental responsibility, with leading developments like net-zero buildings setting new standards. A collaborative and forward-thinking approach is essential for continued innovation and industry leadership.
INTRODUCTION
In order to achieve a more sustainable approach to luxury property, the sector is having to make some significant shifts in order to even begin to make an impact. The built environment is responsible for 40% of global emissions and in super-prime property, the stakes are potentially even higher, as historically, the expectations of UHNWIs haven’t always gone hand-in-hand with eco-friendly choices.
The good news is that attitudes across the board are shifting, with almost two-thirds of UHNWIs attempting to reduce their carbon footprint, according to the attitudes survey in the Knight Frank Wealth Report 2024. Though there is, of course, an expectation when it comes to luxury property that sustainable alternatives must meet or even exceed conventional standards.
All areas of the luxury property sector are becoming expert at balancing design excellence with eco-consciousness. Creative reuse of materials, the integration of renewable energy sources and the adoption of efficient, eco-friendly technologies are redefining luxury. What’s also heartening to see, is that companies are not working in isolation, but looking for ways to collaborate and share knowledge to both hold each other to account and together strive to do better.
To discuss this fascinating topic, we reached out to a broad spectrum of our members, drawn from the fields of architecture, interior design, real estate, property surveying, technology, branding, project management, manufacturing and law. So, please join The Luxury Property Forum, our sustainability partner PRIME and our experts as we take an in-depth look at the challenges, benefits and future of sustainability in the luxury property sector.
The sustainability experts are:
1. Sophia Athanasopoulou, Investment & Portfolio Director, Orilina Properties
2. Jennifer Beningfield, Founder, OpenStudio Architects
3. Mandi Cleyndert, Director, Bill Cleyndert & Company
4. Camilla Dell, Managing Partner, Black Brick Property Solutions
5. Charu Gandhi, Founder & Director, Elicyon
6. Magdalena Gruszczynska, Founder & Creative Director, Supremati
7. Anna Jassani, Senior Associate, Residential Property, Forsters
8. Robbie Kerr, Director, ADAM Architecture
9. Sharon Lillywhite, Founder & Creative Director, Oliver Burns Studio
10. Helen Lord, Founder, UKE Home Solutions t/a Rehome
11. Andrew Paulson, Partner, LA London
12. Claire Reynolds, Managing Partner, UK Sotheby’s International Realty
13. Lynsay Robinson, Associate Partner, Appleyard & Trew
14. Diba Salam, Principal & Founder, Studio DS
15. Mauro Serrano Jorda, Project Manager, Walton Wagner
16. Richard Stevens, Group CEO, Sectorlight
17. Alec Watt, Founder & CEO, Accouter Group of Companies
18. Kevin Wilton, Managing Director, SMC Smart Homes
19 Alex Willcocks, Co-Founder, Burbeck Interiors
In this report, we asked our experts five key questions:
1. What does sustainability mean in the context of the luxury property sector?
2. What are the major challenges when it comes to sustainability?
3. How have you incorporated sustainable practices into your business?
4. How does sustainability benefit business?
5. What is the future of sustainability in the luxury property sector?
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A message from Priya Rawal, Founder of The Luxury Property Forum
At The Luxury Property Forum, we are so named because we’re more than just a network; we’re a forum for the future. And nowhere could this be more important than in coming together to promote, build on, and move forward the cause of sustainability in our industry.
We believe that best practice should be standard across the sector and want to help our members achieve this both in the UK and internationally. And this is just one reason why we’re proud to be members of and partners with PRIME, which is helping us all in luxury construction address our corporate social responsibilities in a practical and realistic way.
At The LPF, we also encourage our members to embrace a mindset of collaboration, innovation, and education. By sharing case studies, engaging in workshops, and adopting cutting-edge technologies, our members are positioned to lead the industry in creating sustainable, high-quality developments.
As an industry, we are all aware that while it has taken some time, sustainability has found its way onto the agenda of HNWIs and UHNWIs. This makes our role in the luxury property sector that little bit easier. Because there are increased challenges and, in some cases, increased costs to pass on when it comes to creating more sustainable structures. However, our combined knowledge, expertise, and passion for property has already seen enormous strides taken and will, I know, continue to scale new heights of what’s possible going forward.
It’s also essential to recognise the practical challenges businesses face in implementing sustainable practices, from managing costs to navigating regulatory requirements. However, overcoming these hurdles not only delivers environmental benefits but also enhances brand reputation and commercial success. With a global spotlight on sustainability—through initiatives like net-zero targets—our industry is uniquely positioned to influence positive change.
This is why I’m so delighted to have brought together this brilliant panel of experts from all corners of our industry. Whether lawyers, project managers, developers, designers, or makers, they’re all united in being open and dedicated to the absolute necessity of creating more sustainable ways of designing and constructing luxury property. In the following report, you will read that the message is loud and clear: a lot has been
achieved, but there is so much more that must be done. In fact, such was the passion of our experts on the topic of sustainability, if we had included all their excellent comments, this report would have been 10 times as long! For me personally, it was wonderful to witness that there is such interest and innovation out there, and I do thank them all for their support and their time in contributing to this LPF thought leadership piece.
Looking ahead, The Luxury Property Forum is dedicated to shaping a sustainable future for the luxury property sector. Our vision is one where sustainability is fully integrated into every aspect of design, construction, and operation, aligning environmental responsibility with exceptional quality and client satisfaction. Achieving this requires a commitment to innovation, collaboration, and continuous improvement—principles we are proud to champion alongside our members and partners.
I hope you find much to challenge you, to provoke thought, and to buoy you up in the following pages. It is a debate that must continue, but I believe that with such dialogue as this already going on, the future of the luxury property industry is both bright and highly sustainable.
Oliver Burns Studio
Oliver Burns Studio
PRIME: Helping businesses develop and measure meaningful corporate social responsibility initiatives.
Before we hear from our panel of experts, Will Bouma, Co-founder of our sustainability partner PRIME will introduce its work.
The luxury property sector stands at a pivotal moment. Businesses are being called upon to embrace sustainability as a core part of their operations. For many, however, the path to sustainable practices can feel uncertain. This is where PRIME steps in – acting as a collaborative forum for the luxury residential sector to share knowledge, exchange ideas and make incremental changes that collectively lead to meaningful progress.
Founded in 2020, PRIME was established to address a pressing need in the luxury property industry: a safe space for businesses to engage in open, constructive conversations about sustainability. Our mission is simple but impactful: to support companies in understanding their environmental, social responsibilities and take actionable steps. At its heart, PRIME is about collaboration ¬– not naming and shaming. We provide a platform where organisations can learn from one another, share best practices and work together to drive change in an industry that has both the resources and the responsibility to lead on this issue.
Over the past four years, PRIME has become a catalyst for action. But more importantly, PRIME fosters a culture of continuous improvement, showing that even small, incremental changes can make a significant difference. Often, companies join PRIME believing they are far behind in their sustainability journey, only to discover they are
already taking steps in the right direction. By building on these existing efforts and supporting further innovation, PRIME helps businesses move forward with confidence.
Elicyon
A major driver of this change lies in shifting generational values. Today’s ultra-high-net-worth clients increasingly prioritise sustainability in their decisions, reflecting broader societal concerns about climate change and environmental impact. This trend is mirrored within organisations themselves, where younger team members – often passionate about making a difference – are taking the lead in driving sustainable initiatives. PRIME has seen the benefits of embedding a dedicated sustainability role within businesses, with many of our members appointing PRIME Officers to champion their efforts. These individuals, often from the forward-thinking Gen-Z demographic, are helping to shape the future of the industry from within.
Education and communication are at the core of PRIME’s work. Sustainability in the luxury property sector often involves complex decisions about materials, processes and technologies, and many companies lack access to the right information. PRIME bridges this gap by providing resources, facilitating discussions and encouraging transparency. By sharing knowledge, we help them not only mitigate their impact but also deliver value to clients and communities.
Importantly, sustainability and profitability are not mutually exclusive. PRIME’s members have demonstrated that adopting sustainable practices can reduce costs, improve efficiency and enhance brand reputation. From rethinking supply chains to implementing energy-saving technologies, these changes often bring commercial benefits alongside environmental ones. This dual advantage is key to ensuring that sustainability becomes an integral
part of business strategy rather than an additional burden.
The challenges ahead are undeniable. The industry must navigate evolving legislation, client expectations and climate realities. But PRIME’s work over the past four years has shown that these challenges are not insurmountable. By taking small, manageable steps – such as material donations, reducing fossil fuels or local engagement –businesses can build momentum toward lasting change.
At PRIME, we believe that sustainability is not just an obligation but an opportunity to reimagine the luxury property sector as a force for good. Our members are proving that even in an industry traditionally associated with exclusivity and opulence, there is room for responsibility and innovation. By working together, sharing ideas and supporting one another, we can ensure that the luxury property sector not only meets the demands of today but also safeguards the future for generations to come.
The journey toward sustainability is a collective one. PRIME invites the industry to take that first step, knowing that even small changes, made consistently, can drive meaningful impact. The luxury property sector is uniquely positioned to lead this charge and with the right tools, mindset and collaboration, it can rise to the challenge.
Supremati
What does sustainability mean in the context of the luxury property sector?
In our modern world, it’s difficult to find anyone who doesn’t want to engage with the idea of sustainability. However, the issue when it comes to luxury property is that in their preference for bespoke and unique, HNWIs may not naturally defer to the sustainable option. The challenge, then, is to find sustainable options that are as good, if not better, than the alternatives.
“Our job as designers is to find ways to use and reuse materials in innovative ways that inherently makes them luxurious, even if the base materials themselves are not. And, as far as technology goes, there’s nothing wrong with something that uses a lot of energy, provided we can ensure that the energy comes from a sustainable source, such as on-site photovoltaic arrays and groundsource heat pumps.” says Andrew Paulson, Partner, LA London. “One of the least sustainable aspects of luxury property projects is the high frequency that properties are stripped out and refitted, sometimes as often as every five years with each new fit-out capable of lasting 30 years. It’s easy to just through things in a skip, but as an industry, we need to get better at reusing and repurposing.”
Claire Reynolds, Managing Partner, UK Sotheby’s International Realty agrees with Andrew. “Sustainability in the luxury property sector is about balancing aesthetics with responsibility, and staying true to design excellence while making environmentally conscious choices. In real terms, this might mean being mindful about the materials we select, reducing the carbon footprint of
how homes are built, and embracing energy-efficient technologies, all while ensuring that quality remains at the highest standards expected in the luxury market.
“By nature, luxury items are not mass-market,” Claire continues. “So we must ask how we can preserve the exclusivity and craftsmanship that defines luxury – be it property and otherwise – while still embracing a more sustainable and environmentally conscious approach. It’s no easy feat, but it’s absolutely a responsibility.”
Elicyon
One solution, argues Jennifer Beningfield, Founder, OpenStudio Architects, is to create places which are driven by context and not trends. “This approach carefully considers the environmental design of new buildings, alongside landscape areas, and increasing biodiversity. The selection of materials, control of light and the quality of spaces can intimately connect people with their environments. And the consequence of this way of thinking about luxury, is that the process will naturally integrate sustainable practices into creating luxury property.”
Longevity beyond the topping out ceremony and a continued relevance after the apartments sell is key, says Richard Stevens, Group CEO, Sectorlight. “Great luxury brands stand the test of time, staying true to their essence and keeping their promises. Sustainability goes hand in hand with premium artisan craftsmanship and tailored client services. Wellness that resonates with an audience’s sense of purpose; for more rewarding experiences that leave them fulfilled rather than being extractive and transactional. Authenticity may be a buzzword but the most rewarding experiences are often less synthetic and more sustainable. That’s true luxury.”
When it comes to the interiors design of luxury properties, reuse is key, as Magdalena Gruszczynska, Founder & Creative Director, Supremati comments. “Sustainability in the luxury property sector involves taking responsibility for projects that seamlessly integrate luxury with environmental stewardship. This is achieved by incorporating sustainable and recycled materials, utilising antique and vintage furniture and lighting, and employing innovative technologies
that enhance the building’s eco-consciousness.”
Mandi Cleyndert, Director, Bill Cleyndert & Company echoes this. “Sustainability means designing with longevity and reusability in mind. We’ve found value in discussing sustainable choices with designers and clients and utilising in-house methods to add interest to a project, as an alternative to using rare materials or species. This includes embracing natural imperfections within timber and veneer to reduce waste, as these can often be the most beautiful part of the tree. In place of using the most exotic species, we encourage adding detail to projects with hand skills such as hand carving, veneer arrangements and inlays, and adding decorative texture.”
Kevin Wilton, Managing Director, SMC Smart Homes, agrees with all the panel that the physical sustainability of luxury property is vital in terms of the use of durable, premium materials. Though he also makes an excellent case for social and ethical sustainability in the sector too. “Fostering strong, long-term relationships with teams that share the same high standards and values is crucial. These relationships are rare but essential for delivering a consistent, sustainable approach to development. Sustainability here is about collaboration, trust and working with partners who are equally committed to environmental and social responsibility.”
Finally, looking at the question from within a legal framework, Anna Jassani, Senior Associate, Residential Property, Forsters, adds, “We have not yet seen changes brought about by regulation or lending practices. What sustainability means to us for now is the incremental movement towards meaningful change in environmental and social innovation. Driven by a few impactful leaders focused on this cause, a growing client base is stipulating sustainability as imperative to investment.
“Further, where sustainability serves a wider commercial benefit, we are seeing more sustainable practices being implemented,” Anna continues. “For example, negotiating the completion of super-prime newbuild apartments at a premature stage of build out, so that the client then can finish their interiors to their specification rather than removing brand new installations which are not to their taste.”
SMC Smart Homes
What are the major challenges when it comes to sustainability?
It is by no means the only challenge, but the potential cost implications of building sustainably came top of the list for many of our experts. The unknown quantity of what are – for many – new ways of working, different materials and having to adhere to changing standards can all stack up to added zeros on the budget. Luxury property professionals are equal to the challenge, but there is always the question of who will pay for it in the end.
As Camilla Dell, Managing Partner, Black Brick Property Solutions, comments. “Cost is probably the biggest issue that developers – and indeed homeowners – face when creating sustainable developments. Take, for example, the previous government’s plan to force landlords to upgrade their properties to have an energy efficiency rating of C or higher. Great idea in theory, but in practice they had to quickly row back on this due to costs. Construction professionals are still struggling with unclear cost analyses as they adopt new building strategies. Sustainable housing does not always follow the traditional design and construction template, making estimating the project’s costs more difficult.”
On this topic, Anna Jassani, Senior Associate, Residential Property, Forsters, adds the following points. “The perceived and sometimes actual increased costs in using sustainable materials and technologies and following sustainable practices present a herculean challenge. There is usually no legal imperative to incur the additional cost. So any additional costs present a challenge when
acquiring, funding, redeveloping, resourcing, operating and maintaining luxury property assets. This is particularly the case for those being built in the super-prime London market, where there is increasing demand and often expectation for superior sustainable service provision.”
Our panellists come from different parts of the sector, which highlights that the challenge of cost perhaps isn’t the same across the board. For example, real estate investment professional Sophia Athanasopoulou, Investment & Portfolio Director at Orilina Properties, comments. “There are high costs associated with sustainable practices, but I believe this is the primary reason why such practices can largely be implemented in the luxury sector, where end users are willing to compensate for the additional costs.”
SMC Smart Homes
However, on the interior design side, Alec Watt, Founder & CEO, Accouter Group of Companies (AGC), says, “Although clients are becoming more eco-conscious, we haven’t seen a major shift, even among affluent buyers, in their willingness to pay extra. Though as sustainable practices become more widespread, we can expect a reduction in operational expenses and material costs. One thing I can confidently say is that corporate environmental and social responsibility has become the norm and plays a major role in procurement decisions. This will further drive the messaging around sustainability and an increase in responsible purchasing habits.”
Lynsay Robinson, Associate Partner, Appleyard & Trew, offers this perception as a project manager, “One of the everyday hurdles is still sourcing materials that align with both luxury and sustainability. Clients in the high-end market expect unique finishes and exceptional quality but finding sustainable and locally sourced alternatives can sometimes be complex. To address this, we work closely with our partners and design teams to identify eco-friendly materials and promote transparency in the supply chain. Additionally, our design teams and main contractors are expected to monitor and minimise environmental impact at every stage of our projects.”
Meanwhile, Diba Salam, Principal & Founder, Studio DS, points to the issue that the built environment contributes up to 40% of carbon emissions. “Performance data, circular economy which doesn’t unjustly take advantage of the Global South, technological risks through untested emerging technologies, and contractor capacity requires
upskilling to deliver the quality required by to achieve the government’s goal of Net Zero Carbon by 2050.
“The realisation of the importance of recycling is essential,” Diba continues. “Retrofit is the only way we will achieve net zero carbon in the built environment. Changing the way we design to consider circularity is key for all designers. However, I do feel this is a great opportunity. There has been a lot of debate on how modern designs lack beauty – exploring reduced carbon aesthetic will challenge ‘cookie cutter’ designs.”
Keeping a focus on client expectations while exploring more sustainable methods of working is key, argues Mauro Serrano Jorda, Project Manager, Walton Wagner. “Luxurious finishes and unique specifications may sometimes involve materials or processes that are less sustainable. And often, design specifications prioritise aesthetics, which can complicate the integration of sustainable practices. Managing these expectations while seeking sustainable solutions is a central challenge for our sector.”
Robbie Kerr, Director, ADAM Architecture, agrees with many colleagues that cost implications, regulatory barriers and a knowledge gap are all areas of concern. But he also observes that the issue could actually be with the term ‘sustainable’ itself. “As many of us strive to live more environmentally conscious lives, sustainability has become one of the overused buzzwords of our time. And while the word is undoubtedly useful in raising awareness and initiating efforts towards more eco-friendly practices, I cannot help but feel that it started to lose its impact.”
Accouter Group of Companies (AGC)
Elicyon
How have you incorporated sustainable practices into your business?
We all acknowledge the vital importance of sustainable practices and, as such, there is definitely a feeling of leading by example in the industry. From initiatives within their businesses to working differently with both clients and suppliers, the luxury property sector has no intention of taking a ‘do as we say, not as we do’ approach to sustainability.
“We have challenged the mindset that it is only luxurious to import materials by focusing on our work with British artisans,” says Sharon Lillywhite, Founder & Creative Director, Oliver Burns Studio. “Not only supporting them but also reducing our environmental impact while still achieving the highest standards of craftsmanship. We also work with local communities and charity partners to repurpose fittings and furniture collected during the stripout phase of our projects. It’s not just about challenging ourselves, but also encouraging our suppliers to reflect on their practices and make improvements where possible.”
Bill Cleyndert & Company is one such British maker, a specialist in bespoke furniture, cabinetry and joinery. “We continue to invest in design technology to help us be more efficient and reduce consumption,” says Director, Mandi Cleyndert. “We generate heat in our buildings by processing wood waste through our clean air biomass burner, reducing our waste to landfill by 75% as well as our reliance of oil and gas. It’s been great to see more sustainable solutions emerging, including water-based lacquer products with properties less harmful to the
environment. And we continue to develop our waterbased alternative finishes and are exploring new artistic environmentally friendly products. It’s also our aim to reduce or repurpose leftover fabrics from projects, though we have yet to come to a conclusion outside of our general donations – we welcome industry input.”
Charu Gandhi, Founder & Director, Elicyon, also speaks about the importance of championing independent craftspeople. “In doing so, we are able to work closely with them during the design process to ensure that the outcome aligns completely with the client’s vision as well as our sustainability goals. The studio is also integrating advanced technology, such as the adoption of AI systems where possible and the integration of smart home
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solutions, which not only reduce energy consumption but also enhance the living experience for clients.”
For Alex Willcocks, Co-founder, Burbeck Interiors, sustainability is at the heart of its core service line. “Many people have heard of circular fashion, without realising that home staging is a form of circular interior design that is also particularly effective at the higher end of the market, where the detail and the quality of the design are imperative. Burbeck is able to create bespoke staging installations within client’s properties, without any need to purchase the individual items required to do so. We combine some carefully restored and reused items, as well as some new items which can be subsequently reused in future schemes, so nothing ends up as surplus waste.”
There are many companies who have put sustainability at the heart of their businesses. “AGC is proud to be Britain’s first B Corp certified interior design collective,” says Alec Watt, Founder & CEO, AGC. “Since our certification, we’ve launched our sustainability manifesto and also completed a comprehensive Scope 1 & 2 carbon audit of our 2022 operations, offsetting our emissions (with 2023 in progress). We’re also the first UK-based interior design collective to have our near-term greenhouse gas (GHG) reduction targets validated by the SBTi.”
Lynsay Robinson, Associate Partner, Appleyard & Trew, shares more on her company’s strides towards a more sustainable future. “We believe in practising what we preach – it’s not just about the projects we deliver but also about how we operate as a business. Our journey to Net Zero has driven us to adopt a PPN-compliant Carbon Reduction Plan, which addresses key aspects of our operations, from minimising site-related travel emissions to making more sustainable decisions about materials and resources. Additionally, our commitment to social value ensures that sustainability is reflected in every part of our business.”
The world of technology moves fast, which can be a problem when it comes to sustainability. However, Kevin Wilton, Managing Director at SMC Smart Homes, reports they’ve adopted a number of impactful practices. “All old or removed products are either ethically disposed of through certified recycling methods or donated to client-selected charities. This ensures that materials are reused, repurposed or responsibly handled, contributing to a circular economy. We adhere to the
WEEE Regulations 2013 and aim to reduce the amount of WEEE that is sent to landfill sites or incinerated.
“What’s more, our company were early adopters of the cycle-to-work scheme and we take it a step further by offering a pay-per-mile incentive for employees who use bicycles to travel between maintenance projects,” adds Kevin. “This reduces our carbon footprint while encouraging eco-friendly commuting.”
Authenticity is vital when it comes to sustainability, as Helen Lord, Founder, Rehome, explains. “We realised early on that sustainability requires verification to avoid greenwashing. To this end, Rehome has been awarded the Queens Award for Sustainable Development for championing circular economy thinking – predominately reuse – to the wider kitchen, bedroom and bathroom industry. We have also been a BCorp certified business since 2021 – renewing with an improved score of 98.4 in 2024.
“In 2020 we launched the UK’s first carbon calculator to measure the savings for kitchen reuse. With the help of Clean Growth UK and Liverpool John Moore University, a lifecycle carbon assessment and carbon calculator was devised, quantifying the embodied carbon and waste carbon emissions of a typical kitchen. Finally, to date, Rehome has reported 14,464,276kgs of carbon saved through reuse and 13,716 trees. This has been instrumental in helping us achieve the respect from our industry as a thought leader and led to us securing some significant contracts with national business leaders.”
Accouter Group of Companies (AGC)
How does sustainability benefit business?
There is a feeling in the luxury property sector that a positive and proactive attitude towards sustainability is good for business. And this is not just because it is the right thing to do, but also on the basis that clients increasingly seek services that are aligned with their own values. By that definition, it is a win-win situation – though it doesn’t mean there isn’t a great deal of work to be done, as our panellists illustrate here.
“A commitment to sustainable practices enhances brand reputation, attracting clients who value corporate social responsibility and setting the business apart from competitors,” says Robbie Kerr, Director, ADAM Architecture. “Staying ahead of regulations related to sustainability also aids in regulatory compliance, mitigating risks and avoiding potential fines while improving overall operational efficiency. Finally, embracing sustainability supports futureproofing. As the market increasingly prioritises sustainable practices, businesses that adapt will ensure their relevance in a changing industry landscape, paving the way for long-term success and stability.”
Claire Reynolds, Managing Partner, UK Sotheby’s International Realty, agrees on the benefits for the future of the business. “To stay ahead as a business in a competitive market, we also need to be adaptable and show that we’re thinking ahead. Sustainability in this context is not just about keeping up with trends – it’s about understanding what today’s buyers and tenants care about, and what they will be looking
Elicyon
Placing sustainability at the heart of your business will attract like-minded clients, as Jennifer Beningfield, Founder, OpenStudio Architects, explains. “We design buildings that contribute to place-making and foster the connections that humans can make with their environments. This philosophy has had a business benefit in that we tend to attract clients who understand that we will help them to create places which are unique and enhance everyday life.
“We align our business practices and work with the actions that need to be taken to ensure the long-term sustainability of the planet,” Jennifer continues. “It is a complex problem, with solutions that will be different for each project. Putting sustainability at the heart of what we do means that there is a wider context for decision-making that results in better projects and better outcomes for our clients.”
This level of authenticity is important to the upcoming generations, as Alec Watt, Founder & CEO, AGC, points out. “In 2021, Forbes stated ‘Generation Z along with Millennials are the most likely to make purchase decisions based on values and principle’. With Millennials now controlling much of the spending power and Gen Z close behind, it’s essential for businesses to meet the evolving needs of these future generations.”
Richard Stevens, Group CEO, Sectorlight, extends this to the UHNWI of these ages, “Whose decisions are driven by values and identity, and increasingly desire a more meaningful, less extractive experience. They have the income to invest in more authentic, greener options that offer them more and align with their purpose. They’re investing for the long term, for the next generation, so we have to consider today’s audience and tomorrows.”
It isn’t all about clients, there are tangible benefits for the business itself, as Mauro Serrano Jorda, Project Manager, Walton Wagner, explores. “Firstly, it can help to attract talent. Professionals in the luxury sector increasingly prioritise employers with strong sustainability commitments, drawn by both ethical values and the appeal of challenging, meaningful work. And secondly, initiatives like reducing energy consumption can lower overhead costs over time, demonstrating our commitment to operational efficiency.”
Magdalena Gruszczynska, Founder & Creative Director at Supremati adds, “Sustainable practices
inspire innovation and lead to new approaches and techniques that improve business strategies. They have the ability to attract investors and talent into a company’s operations, reduce costs over long periods, and remodel a brand’s image, even rebuilding its reputation.”
As Andrew Paulson, Partner, LA London, sums up, “Sustainability is a mindset. Once we ensure sustainable practices are baked into everything we do, making them the norm rather than the exception, it will only benefit our business. Ultimately, the vast majority of people want to be sustainable; the key is to make that as easy as possible for them.”
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What is the future of sustainability in the luxury property sector?
From all the thoughts and ideas proffered so far, it feels as though the future of sustainability in the luxury property sector is bright. Positive attitudes, developing technologies and changing client expectations have all already had a sizeable effect. But obviously there is still much more to be done in this continuing evolution, as our experts conclude here.
Innovation is a focus for a number of the experts, including Sharon Lillywhite, Founder & Creative Director, Oliver Burns Studio. “The future of sustainability in the luxury property sector lies in innovation and collaboration. We believe that knowledge sharing is crucial for driving meaningful change. We are dedicated to working together and looking to other industries to ensure we stay informed about the latest developments, applying others’ research and insights to our own work. In our experience so far, advancements in materials and technology mean we now have far more choices, with no need to compromise on quality or sustainability. By staying informed about these innovations, we can continuously improve and integrate them into our designs.”
Claire Reynolds, Managing Partner, UK Sotheby’s International Realty, also points to evolutions in manufacturing. “Interior design houses are increasingly embracing sustainable, high-end materials like biobased fabrics, cultured marble, and even myceliumbased leather alternatives. The luxury market often sets the trends that eventually reach the mass market,
so this shift towards sustainability signals an exciting future for both design and environmental responsibility.”
Agreeing with the trickle-down effect, Sophia Athanasopoulou, Investment & Portfolio Director, Orilina Properties, says, “As technology evolves, suppliers will be able to provide even more innovative solutions to promote sustainability. The luxury sector will be for sure the primary market to benefit from these practices since the end users of such buildings are able to appreciate the benefits. But such practices may well extend to the property sector in general as more and more end users will understand and appreciate the daily savings and high overall indoor quality that such buildings can offer.”
SMC Smart Homes
Speaking on Passivhaus, the voluntary standard for energy efficiency in a building, Lynsay Robinson, Associate Partner, Appleyard & Trew, adds that it is likely to play a leading role in the future of sustainable luxury. “By drastically reducing energy demand and improving indoor air quality, Passivhaus-certified homes offer a compelling model for high-end developments that are both comfortable and environmentally responsible. It’s clear that the adoption of these standards will only continue to grow, as more developers and buyers recognise the longterm benefits of energy efficiency and occupant well-being.”
Smart home technology is now prominent in all areas of luxury property and is likely to be vital when it comes to sustainability too, as Kevin Wilton, Managing Director, SMC Smart Homes, explains. “Luxury homes will increasingly operate autonomously, relying on systems like KNX weather stations, which can already predict solar gain and adjust window treatments based on real-time weather data to optimise energy use. Plus, a significant innovation on the horizon is the ability for electric vehicles not only to draw energy from homes but also to power them. While the next phase of energy efficiency will focus on intelligent zoning within properties, where heating, cooling and lighting are fully automated and tailored to occupancy patterns.
“The luxury smart home sector is well-positioned to lead sustainable innovation. With the integration of smart technologies, renewable energy and autonomous systems, even expansive properties can achieve near-zero carbon footprints,” Kevin continues. “Coupled with cutting-edge talent and continuous technological advancements, we are moving toward homes that are not only luxurious but fully self-sustaining, positively impacting both the environment and the economy. The possibilities are limitless as technology continues to push sustainability to new heights.”
Developers are key to the future of sustainability in the luxury property, maintains Camilla Dell, Managing Partner, Black Brick Property Solutions. “We are finally starting to see high-end PCL developers such as Native Land set the bar high with the first-ever net zero mixeduse development, Bankside Yards,” she says. “And I predict we will see more developers follow suit and prioritise sustainability in their future projects. For buyers, purchasing a property that is energy efficient leads to lower running costs and potentially cheaper borrowing costs through green mortgages, and for developers, buyers are willing
to pay a premium for a highly efficient sustainable home.”
Meanwhile, Helen Lord, Founder, Rehome, lays down a challenge. “By considering the full product lifecycle we can achieve far-reaching benefits for businesses, consumers and the environment. At Rehome, we are driving change by outsourcing reuse, ensuring that members of the luxury property sector aren’t required to adapt or change their business model. But we are currently unsupported by government. The quickest solution to this is to aim for the luxury property sector to be ‘responsible’ for acting sustainably. Only with support from government, should businesses be required to be ‘accountable’. Without awareness, funding and legislation, it falls to a few to make this happen.”
Agreeing that action is needed, Diba Salam, Principal & Founder, Studio DS, says, “A shift in mindset is essential, the sector shouldn’t fight legislative or market changes but embrace it. Evolving the process of design from architects to cost consultants is key in supporting client visions, which must consider regenerative designs and greater social responsibility. Innovation in technology needs the luxury property industry to engage and drive excellence. This along with celebrating local vernacular – through form and materials – will deliver higher quality design aesthetics and assets with integrity. With this mindset the luxury property sector can become industry leaders.”
Supremati
CONCLUSION
The luxury property sector is embracing a sustainable future, where innovative solutions and responsible practices are redefining what true luxury means. Designers and developers are proving that sustainability and high-end aesthetics are not mutually exclusive. By using materials in creative ways, integrating renewable energy sources and focusing on longevity, the industry is finding ways to deliver projects that are both eco-friendly and luxurious.
Environmental stewardship is becoming central to luxury property development. From sourcing sustainable materials and incorporating recycled elements, to enhancing biodiversity and connecting buildings with their natural surroundings, professionals are making thoughtful choices. They are championing reuse, finding beauty in natural imperfections and adding value through artisanal skills rather than relying on rare resources.
The industry’s commitment to social and ethical sustainability is equally inspiring. Fostering long-term partnerships based on shared values is seen as essential, promoting collaboration and trust among teams dedicated to environmentally conscious development. Additionally, many are taking a proactive approach, working to influence investment trends and anticipating future regulations that will drive meaningful change.
Finally, the sector’s adaptability and dedication are evident as companies lead by example, highlighting a collective resolve to do more than simply talk about sustainability. The drive for continuous improvement, innovation and knowledge-sharing underscores a bright and promising future. By embedding sustainability at the core of property development, the industry is setting a new standard, ensuring that luxury property continues to be a watchword for forward-thinking design.
Notes to the Editors
This Thought Leadership Article was conducted by The Luxury Property Forum, the official forum for the luxury property sector in partnership with PRIME, bringing together responsible businesses that share commitment in making continuous improvement, by genergating valuable, positve and sustainable impacts on the environment and communinities they serve.
Here is a full list of the interviewees who were interviewed for this Article (not in any order)
1. Sophia Athanasopoulou, Investment & Portfolio Director, Orilina Properties
2. Jennifer Beningfield, Founder, OpenStudio Architects
3. Mandi Cleyndert, Director, Bill Cleyndert & Company
4. Camilla Dell, Managing Partner, Black Brick Property Solutions
5. Charu Gandhi, Founder & Director, Elicyon
6. Magdalena Gruszczynska, Founder & Creative Director, Supremati
7. Anna Jassani, Senior Associate, Residential Property, Forsters
8. Robbie Kerr, Director, ADAM Architecture
9. Sharon Lillywhite, Founder & Creative Director, Oliver Burns Studio
10. Helen Lord, Founder, UKE Home Solutions t/a Rehome
11. Andrew Paulson, Partner, LA London
12. Claire Reynolds, Managing Partner, UK Sotheby’s International Realty
13. Lynsay Robinson, Associate Partner, Appleyard & Trew
14. Diba Salam, Principal & Founder, Studio DS
15. Mauro Serrano Jorda, Project Manager, Walton Wagner
16. Richard Stevens, Group CEO, Sectorlight
17. Alec Watt, Founder & CEO, Accouter Group of Companies
18. Kevin Wilton, Managing Director, SMC Smart Homes
19 Alex Willcocks, Co-Founder, Burbeck Interiors
The Luxury Property Forum
The Luxury Property Forum is the official forum for the luxury property industry, bringing together highly experienced and devoted members handpicked from every discipline. We facilitate the advancement and continuous growth of the luxury property industry, through developing strong business collaborations and cultivating growth opportunities as well as sharing knowledge, experience and contacts. We are more than just a network, but are a forum for the future.
Visit: www.theluxurypropertyforum.com
If you would like to speak to any of the interviewees above or to The Luxury Property Forum please contact Priya Rawal, Founder and CEO, at priya@ theluxurypropertyforum.com or +44 (0)7719 970747.
PRIME PRIME brings together responsible businesses that share a commitment to making continuous improvements to meet the needs of the present, by generating valuable, positive and sustainable impacts on the environment and on the communities they serve.”
If you would like to find out more, or discuss membership please contact Will Bouma, Co-Founder,
M +44 (0)7889 605 848
E will@weareprime.org
Visit: www.weareprime.org