January 2026

KEEPING IT FLOWING

Experience is the New Amenity: 5 Trends Development Teams Should Watch

Amenities used to be a checklist (a fitness room, a lounge, a rooftop with a view). Today, developers are treating amenities less like perks and more like strategy, spaces that help a property feel worth the commute, the rent, and the renewal. That shift is happening because the competition is no longer just the building next door; it’s the option to stay home, join a boutique studio, work from anywhere, or choose a neighborhood that simply “feels better.” 

RIPPLE EFFECT

Why the Best Design Partnerships Start with Business Goals, Not Projects

As we begin a new year, our CEO J. Wickham Zimmerman is reminded of a simple but often overlooked business truth: great design is most powerful when it is grounded in clear business goals. 



Clients don’t hire experiential design firms for drawings or buildings alone. They hire us to solve business problems. Whether the objective is growth, efficiency, brand positioning, talent attraction, or risk reduction, every project exists to serve a broader business outcome. Lasting partnerships begin when we acknowledge that reality from the very first conversation. 

METRICS THAT MATTER

Amenities Meaningfully Influence Apartment Leasing Decisions

According to NMHC, 82% of multifamily renters say amenities influence their leasing decisions.

TAKE OUR SURVEY:

We'll share the results with you in an upcoming newsletter.

P.S.

Experiential retail is changing the anchor store playbook. According to GlobeSt.com, experiences including shuffleboard clubs, pickleball venues, and food halls tucked inside casinos are becoming the heartbeat of retail revitalization. Read this article to learn more about this strategic pivot.

© 2026 Outside the Lines, Inc. All Rights Reserved.