Manhattan-based architect Drew Lang has alternated between design and small development projects, such as renovating and flipping single-family houses, since founding his studio in 2003. Besides stabilizing his company’s overall revenue, the diversified-business model turns up new opportunities.
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Interacting with design clients, Lang sensed both a hunger for custom weekend homes and a worry that commissioning one would take too much time. In 2011, when the architect discovered 131 forested acres for sale about two hours north of New York by car, he realized he could unlock that latent demand with an alternative to the traditional subdivision.
For his firm’s first multi-residence venture—dubbed Hudson Woods and launched without brokers, via social media, local partnerships, and word-of-mouth in 2014—Lang and his team devised a modern vernacular, designing and building a 2,300-square-foot model house, from which prospective homeowners could choose between two- or three-bedroom versions to be constructed on one of 26 lots. The architect/developer offered 30 possible upgrades for each house, and sited purchased units sensitively, in order to meet market desire for a unique property.
Hudson Woods’s scale allowed Lang to realize each residence at about half the expense of a one-off. Hudson Woods’s base pricing increased five times over the course of 26 sales and three years. The most expensive house—a three-bedroom model with multiple upgrades that included outbuildings—sold for $2.5 million toward the end of this period. Lang and his partners’ initial $1.8 million investment covered the land purchase, construction of the model house, Phase 1 infrastructure improvements, and early marketing. Each house thereafter cost an average of $885,000 to build; the completed development returned the partners’ equity more than twice over. Lang also draws a line from Hudson Woods to 12 new projects totaling $350 million in construction-cost value, and—discovering yet another business to run alongside his studio—he has fielded 200 inquiries to license the project’s design.
Back to Good Design Is Good Business 2019
CreditsArchitect: LANG Architecture 285 West Broadway, Suite 300 New York, NY 10013 212 - 233 - 9187
Personnel in architect's firm who should receive special credit: Drew Lang Jeremy Babel Matt Hart George Hajjar Jackson Hahne Elisa Finoli Michael Kolodesh
Interior designer: LANG Studio
Engineers: Structural: Luke Amey Mechanical & Plumbing design build: Roberto Plumbing & Heating, Inc. Woodstock, NY
Consultants: Development: LANG Development Brand & Marketing: Sanderson Photography: Ty Cole
General contractor: LANG Studio
Photographer: Deborah DeGraffenreid, Rikki Snyder, Ty Cole, Propellerheads Aerial Photography
Client: LANG Architecture
Size: 100,250 square feet
Cost: $31.3 million
Completion date: May 2019 |
SpecificationsStructural System Manufacturer of any structural components unique to this project: Standard wood framing
Exterior Cladding Architectural metal: Andrew Becker Design Rainscreen: Cedar Siding w/ Moore Arborcoat Semi Transparent Stain; Cedartone Wood flooring: Allegheny Mountain Hardwood
Roofing Metal: Standing Seam : Galvalume Standing Seam Metal Roof by S.A.P. Exteriors, Inc.
Windows Wood frame: ECOSUPPLY Bildau & Bussman Double Glazed Wood Windows
Glazing Glass: ECOSUPPLY Bildau & Bussman Double Glazed Wood Windows
Doors Entrances: ECOSUPPLY Bildau & Bussman Double Glazed Wood Windows
Hardware Locksets: Sun Valley Bronze Closers: Sun Valley Bronze Pulls: Sun Valley Bronze from Brandino Brass Co. Other special hardware: dutch door: Sun Valley Bronze | garage barn door : Rustica Hardware & Sun Valley Bronze
Interior Finishes Cabinetwork and custom woodwork: Paints and stains: Paint : Benjamin Moore Flat OC-13 Paneling: t&g white oak plank : Allegheny Mountain Hardwood Special surfacing: Poured Concrete Sink : Trueform Concrete, Stormy Black Soap Stone Counter top slab : M.Teixeira Soapstone Floor and wall tile: Ceramic tile : Heath tile | stone tile : Walker Zanger Carpet: Laura Wool Rug by Cloak Rugs
Furnishings Custom furniture Kitchen Island and Pantry, etc…: Samuel Moyer Chairs: Michael Robbins, D’Apastrophe, Carl Hansen & Son, Fern Tables: Dzierlenga F+U Other furniture: Benson Sofa, Lo Bed Frame from Modern Link | closet system 100 mile | oculus mirror by Materia Designs | Modular Drawers by USM Haller
Lighting Interior ambient lighting: Allied Maker, Workstead
Plumbing Stainless steel sink : Kohler Kitchen Trinsic Faucet w/ Handspray : Delta Vero Handrinse Basin : Duravit Typical Bathroom Metris S Single handle Faucet : Hansgrohe Cimarron Toilet : Kohler Clio Fittings & 8” Round Shower head : Hudon Reed
Energy Energy management or building automation system: Nest System Wood Stove: Wittus Stoves |
