Blueground Launches Bespoke Collection

Sep 17, 2019 · 4 min read

For the past six years, we’ve been on a mission to make everyone feel at home wherever they choose to live. To deliver on this, we’ve experimented with new styles and products aimed to make our spaces feel more “home-y”. From textiles to colors, to the brands we use in our day-to-day routine, to the technology we use to entertain others or simply to relax on our own…we’re constantly looking for ways to elevate our guest experience.

Here’s why:

We fundamentally believe moving somewhere new should be an invigorating experience, rather than a burden or a source of exhaustion.

Blueground was founded to challenge the notions of furnished housing on many fronts. Starting with our business model of a flexible, tech-powered living solution made for people looking for a frictionless relocation experience, we’ve totally reimagined the way people move with the modern user in mind. Things like real-time, online availability, a fully packed app that allows guests to manage their stay with just a few taps, all the way down to the neighborhoods and buildings we show up in are all departures from the traditional approach to short or mid-term renting.

While we’ve spent a lot of time working on the technical aspects of our product — like logistics, tech, and real estate development — we’ve decided it’s time to take our design to the next level.

Today, we’re excited to introduce Blueground’s Bespoke Collection!

The Bespoke Collection is a concept developed to allow us to continue to raise the bar when it comes to our design standards. Our aim is to always keep our design dynamic, rather than static. These premium designed apartments will push boundaries and be a place to test new ideas. We’ll explore trends and look to geography to help shape the materials and products we bring into our apartments. For example, certain textures and colors that perfectly match the feel of Los Angeles aren’t the same as what fits best for NYC and vice versa. We want to capture the spirit and energy of the neighborhoods we’re in and translate that into a beautiful and functional interior. Bespoke, as a guiding principle, aims to be aspirational and transformative, and check the box for guests who prefer a more curated and design-driven aesthetic.

In some ways, this isn’t an entirely new concept for Blueground. In fact, the act of tailoring and sourcing the best materials has been a source of our competitive advantage from the beginning — it’s in our DNA. Doing this has allowed us to leverage lasting relationships with artisans from all over the world, and bring handwoven rugs, distinctive wallpapers, unique furnishings, and even vintage pieces into our spaces.

What makes these Blueground Bespoke apartments different is our approach to prototyping, customizing, and adapting to the building and the heritage of the city we’re in. Going forward, guests staying with Blueground can expect even more curated spaces filled with character, innovation, and inspiration.

“Bespoke is more of a declaration of our continued intent to deliver the best and brightest for our guests. We want to change apartment living into an elevated home experience.” says Blueground’s Director of Interior Design, Jessica McCarthy.

Under McCarthy’s direction, Blueground is planning and implementing new apartment designs from San Francisco to Dubai, all from scratch.

Bespoke offers us a great way to try new ideas and solicit feedback before launching a new product, design, or initiative as a global standard.” added McCarthy.

Blueground plans to have a presence in 50 cities around the world by 2023, including a portfolio of more than 50,000 properties. So, finding a way to make this philosophy thrive at scale will take some maneuvering.

The Bespoke collection, in all of its creativity, is composed according to a framework of design elements. For example, every Bespoke apartment, for now, will feature one wallpapered accent wall either in the bedroom or living room that will pull focus. Natural materials such as cane, leather, and sisal will juxtapose contrasting metals such as brass, chrome, and copper.

Keeping diversity in mind, the apartments lean neither to the masculine or feminine ends of the spectrum to ensure anyone is able to admire their setting and feel at home.

Similarly, Jessica and her team are reinventing the traditional by pairing patterns like plaid, stripes and checkered with modern furniture pieces.

Certain pieces will also make regular reappearances. Guests in all Bespoke apartments will have the opportunity to participate in a fitness class at home in front of the interactive MIRROR. Vintage rugs sourced from Turkey and revered the world over will also be a fixture. Even Architectural Digest is already waiting in anticipation!

Guests are currently able to book these one-of-a-kind Bespoke apartments on Blueground’s website, subject to availability. They will help lead the brand’s design vision, and set an example going forward.

Blueground is finally bringing the furnished housing space into the future we all deserve. Check out the first Bespoke apartment here.

Inside Blueground

Showcasing the team, strategy and stories behind how Blueground is changing big city living one turnkey apartment at a time.


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A real estate tech company that makes people feel at home wherever they choose to live. Show up. Start living.

Inside Blueground

Showcasing the team, strategy and stories behind how Blueground is changing big city living one turnkey apartment at a time.

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