Developers are attracting buyers to high-end residences in San Francisco using a simple concept: the ability to customize their new homes during build out. 

Trumark Urban’s The Pacific and Tishman Speyer’s Lumina are two luxury condominium projects that contain customizable shells, giving buyers the option to create the floor plan and home design to their own liking, according to the San Francisco Business Times.

Rendering courtesy of Lumina

Tishman Speyer opened up two double-height penthouses in its Lumina complex back in September. The homes range from 5,200 to 5,700 square feet. The 656-unit Lumina high-rise building is located on Folsom Street between Main and Beale streets on the border of South Beach and Rincon Hill, just two blocks away from the waterfront. In the entire building, these are the only two custom-shell units, and they start at $13.5 million.

According to Tishman Speyer, customization is becoming more common in the world of high-end luxury condominiums, as more and more people want to personalize their homes to suit their tastes. With the ability to choose the finishes, colors, and materials they prefer, buyers are more likely to end up with their dream home.

Rendering courtesy of The Pacific 

Trumark Urban’s The Pacific in Pacific Heights has 11 penthouses in total, eight of which are customizable shells. Prices range from $6.5 million to $13.9 million. To help buyers visualize their future homes before construction, Trumark Urban uses virtual reality goggles and model 3-D floor plans to achieve buyers’ perfect layouts.

While not all high-end condo developers are heading in the customizable direction, Trumark Urban and Tishman Speyer believe that’s where the luxury real estate market is headed.