Unveiling the Power of Sustainable Design and MMC: A Game-Changer for the Super Prime Market

As an aspiring architect with almost a decade of experience in design management, I have witnessed first-hand how profit and high-end luxury can often eclipse sustainability and sit centre stage within the super prime property market. Having been involved in several bespoke penthouses ranging from £7-£80 million in property value, there has always been a keen focus on premium quality materials and opulence rather than sustainable construction methods and material sourcing.

The super prime property market is an industry identified with luxury, extravagance, and prestige, with those who can afford it relishing in their swooping infinity pools, home spas, large lavish gardens and bespoke, one-of-a-kind materials sourced from other ends of the planet. The result? High energy demands, increased carbon emissions, non-renewable materials, and threatened local water resources. The depletion of natural resources and environmental degradation will make it near enough impossible to achieve the net-zero target by 2050.

Is sustainable design and modular methods of construction (MMC) key to unlocking a greener future for the super prime market and helping the U.K. towards its goals of achieving net zero by 2050?

The reality is many companies in today’s climate still prioritise profits over sustainability, with the client’s desire for luxurious materials and high-quality finishes taking precedence regardless of their environmental impact. Is ripping out a brand-new kitchen over a chipped slab of marble truly sustainable? I have seen first-hand the wastefulness of this way of thinking with previous clients and the detrimental effects it has on surrounding ecosystems. This illusion of quality and exclusivity creates an environment where these high-net-worth individuals compete for the next best thing, even if it is at the cost of nature itself.

The construction industry contributes around 40% to global carbon emissions, with the super prime market holding a significant stake in these figures. Attitudes and behaviours need to change through a collaboration of educational and governmental policies, which will aim to teach and enforce a new sustainable way of thinking. Incentivising policies through subsidies and tax breaks for utilising energy-efficient methods or renewable materials would provide financial benefits to those who believe going green is too expensive. Awareness campaigns could also help change the mentality of private clients who are uneducated in the field of sustainable design and enlighten them about their endless benefits.

There are several government policies currently in place and due to be implemented from 2025 onwards, which aim to encourage homeowners within the U.K. to live a sustainable lifestyle. However, there are concerns that there may be an attempt to avoid adhering to these new policies, with those paying money through fines rather than embracing sustainable design methods. It is extremely important to understand the comparison between the cost of fines against the long-term benefits of eco-friendly design. High net-worth individuals could easily afford fines given to them by policymakers; however, supporting this design ethos would dramatically reduce their energy bills for their sprawling mansions whilst also increasing their property value.

There is an associated fear which involves higher costs compared to traditional methods, with some viewing this as an unnecessary expense. Educating private clients and contractors would enlighten them about the long-term benefits that outweigh the negatives associated with sustainable design. By significantly reducing energy consumption, carbon footprint, waste generation and water usage, private clients would end up reaping the rewards of lower operational costs and, eventually, higher property prices.

How can the use of MMC specifically help the super prime market? I am currently working at MY Construction in London and have been able to witness the spectacular success of utilising modular construction in my day-to-day working life. We have an in-house pre-fabrication modular company called MY-Fab which specialises in the production of volumetric modular units and provides private clients with the ability to customise their bespoke modular units on various scales. Each unit can be tailored to suit any individual’s requirements and ensures a more circular method of design can be adopted whilst maintaining the high-quality finishes as seen in more traditional building techniques.

MMC offers methods that allow materials and units to be prefabricated off-site and ensures all materials are made to measure and usually cut within a couple of millimetres of tolerance in factory settings. If you compare this to on-site building tolerances, this can range anywhere from 5-20 mm, depending on the material or product. This elevated level of precision promotes material efficiency, reduces the potential risk of damage and results in minimal wastage. This reduction of waste also reduces the need for excess materials to be sent to landfill and assist in reducing the carbon emissions associated with transportation. MMC is designed around modular components that can be easily installed on-site that can dramatically reduce a project’s programme, labour and extensive resource requirements, as seen on traditional projects.

In specific to the super prime property market, MMC could revolutionise this industry as it still enables clients to have the luxurious and high-quality finishes they desire. However, instead of specifying non-renewable materials, utilising sustainable and renewable materials such as recycled glass, bamboo, and sustainability-sourced timbers and marbles would be a much better choice. This will help refute the myth amongst private clients that MMC is less luxurious than traditional construction methods, which is simply not the case.

“This wider adoption of MMC has the potential to modernise a very traditional and stagnant industry through promoting waste reduction, the use of high-quality environmentally friendly materials, transitioning to renewable energy sources and investing in eco-friendly structures"

Through all the benefits that the MMC has to offer, it is currently facing issues with slow implementation by the construction industry. There is a lack of awareness and understanding of design methods associated with MMC, which tends to scare prospective clients away. There has been an element of resistance at previous companies I have worked for to adopt this method of construction due to the long and extensive design processes, which must be factored in early in the design stages, whilst others have concerns with the durability and quality of modular components compared to traditional techniques.

For a wider adoption, especially within the super prime market, the benefits of MMC and education on the design process are imperative to ensure it is factored in at the right stage of the programme. I have witnessed companies attempt to integrate MMC for an entire building, or even bathroom or utility pods, but then due to the lack of knowledge of the process and coming in too late in the programme, they were unable to achieve the benefits that MMC has to offer.

As we all progress towards a more sustainable future, it is fundamental for the super prime market to spearhead this movement in achieving net zero by 2050. To achieve this goal, stakeholders must adopt sustainable design within all future projects alongside modern methods of construction (MMC). This wider adoption of MMC has the potential to modernise a very traditional and stagnant industry through promoting waste reduction, the use of high-quality environmentally friendly materials, transitioning to renewable energy sources and investing in eco-friendly structures. Until industry-wide education and awareness are prioritised, MMC will remain to face challenges unless governments step in and help contractors and individuals to understand the significant benefits and its positive contributions to building a sustainable life.

The accountability of achieving net zero does not fall exclusively on the super prime market, and all of us, regardless of our financial backgrounds, need to act towards a more sustainable future. We all have responsibilities to reduce our carbon footprints, utilise public transport, reduce energy consumption, and support environmentally conscious companies. The urgency of the issues we are facing cannot be overstated. The consequences of climate change are already evident, and time is running out to minimise its influence on the world. It is up to all of us to seize this opportunity and make changes, whether they are big or small, towards a net-zero future. Through collaboration and working together, we have the potential to reach net zero by 2050 and build a more sustainable future for ourselves and future generations.