Luxury Residential Benchmark Report
Defining Luxury Residential Design: Who’s Involved, What Matters, and How Decisions Get Made
Luxury residential is one of the most dynamic — and misunderstood — areas of the design market. Expectations are shifting. The role of designers is evolving. And the definition of “luxury” itself continues to change.
For manufacturers looking to compete in this space, instinct isn’t enough. You need a clear understanding of how luxury clients think, how designers guide decisions, and where the market is heading next.
The Luxury Residential Benchmark Report translates ThinkLab research and industry insight into a clear strategic roadmap — helping manufacturers better position their products, messaging, and partnerships within the luxury residential ecosystem.
The luxury residential sector is growing — but it’s also becoming more complex.
Today’s luxury clients expect more than premium products. They expect experiences, storytelling, personalization, and trust. Designers play an increasingly strategic role in shaping these decisions, influencing not just aesthetics but also product selection, brand perception, and long-term relationships.
This benchmark report helps manufacturers answer critical questions:
• What does “luxury” actually mean today?
• How are designers guiding client decisions?
• Where are manufacturers gaining — or losing — influence?
• How is the role of “to the trade” evolving?
Instead of relying on assumptions, this research provides clear, data-grounded insight into how luxury residential decisions actually happen.
The Luxury Residential Benchmark Report is designed to move beyond surface-level trends and deliver practical insight manufacturers can use now.
You’ll gain:
A data-based definition of luxury
A clear profile of what “luxury” means today — including the expectations, behaviors, and values shaping the high-end residential market.
Insight into the designer + client decision journey
Understand how luxury clients make decisions, how designers influence those choices, and where manufacturers fit into the process.
Strategic benchmarks to guide growth
Translate research into smarter positioning, clearer messaging, and stronger relationships with the designers who drive luxury projects.
Perspective on the evolving “to-the-trade” model
Explore how industry dynamics are shifting and what that means for manufacturers competing in the luxury residential space.
ThinkLab combines multiple sources of insight to create a report that is both rigorous and highly practical.
Our approach includes:
Proprietary ThinkLab research
Drawing from our ongoing research into the design industry and its evolving business dynamics.
Curated industry surveys and discussions
Targeted surveys and focus group conversations with design leaders provide firsthand perspective from the firms shaping luxury environments.
Secondary research and industry context
We layer in broader market data to provide meaningful comparisons and industry benchmarks.
Clear data storytelling
Complex insights are translated into clear narratives, visuals, and frameworks that make the findings easy to apply in real business decisions.
There are a couple of ways we can share the insights and help you put the findings to work with your team:
Report Only
$1,500
One of the key findings from this research is that there isn’t a single definition of “luxury.” Instead, the market tends to fall into three distinct profiles: Affluent, Luxury, and Ultra-Luxury. Looking at the market through these lenses brings much more clarity to how designers and their clients evaluate brands, set priorities, and define value on residential projects.
Live Summary Presentation + Q&A
$5,000
For teams that want a deeper dive, we can also walk through the benchmarks together in a virtual session. This presentation explores the designer profiles in more detail and shares data around how they work, what they expect from showrooms and trade programs, and how the “to the trade” model is evolving.
The session also includes time for discussion so we can answer questions and connect the insights directly to your team’s priorities.