A substantial portion of Muscovites—roughly 48%—intend to redesign their apartments during the handover phase, aiming to finish spaces after receiving the keys from builders. This trend aligns with a growing appetite for customization as an added service offered by developers. A recent survey conducted by the Rariteco company and analyzed by socialbites.ca reveals that many residents in Moscow want to infuse personality into their homes, with art objects standing out as the most common mode of personalization among those planning to customize.
According to the survey, 32% of respondents indicated a willingness to participate in tailoring the apartment’s design depending on the circumstances. Among those interviewed, only 14% expressed high satisfaction with the developer’s current finished design, while 6% admitted they had no intention of changing the interior at all. This data points to a broad interest in customization, even among those who already live with a pre-built design and may still consider tweaks or enhancements over time.
When asked about the preferred methods to give an apartment a unique touch, respondents highlighted several clear paths. The largest share, 38%, planned to work with a designer affiliated with the developer, using the existing design ecosystem as a foundation. Independent selection of furniture and decor was favored by 24%, showcasing a desire for personal taste to drive the final look. Another 16% hoped to bring in a third‑party designer to contribute expert guidance outside the developer’s sphere. Family involvement followed, with 9% intending to enlist relatives to shape the interior. A smaller segment, 7%, wanted to incorporate only individual decorative elements, while 4% aimed to gather inspiration online and craft a self-directed design. A minority, 2%, did not have a clear plan for customization, signaling either uncertainty or a preference to see how spaces evolve over time before deciding on a path forward.
In terms of what specific design elements people consider crucial for personalizing interiors, artworks and decorative pieces emerged as the top priority with 33% of votes. Textiles and upholstery were close behind at 27%, underscoring the importance of tactile and visual texture in room design. Lighting ranked third, cited by 19% of participants as a key factor in setting mood and functionality. Original color schemes were considered important by 12%, reflecting the desire for fresh visual identity in living spaces. Plants and greenery received 5% support, illustrating a growing affinity for biophilic design. Unique finishing materials carried weight for 3%, while 1% of respondents believed all of these elements hold equal importance when crafting a distinctive interior.
Beyond these contemporary preferences, there is a broader context shaping these attitudes. Moscow’s housing market has been marked by a sustained interest in apartment customization as developers increasingly offer flexible options, from modular layouts to upgrade packages that allow residents to tailor finishes, fixtures, and art displays. This shift corresponds with a consumer expectation that a home should reflect personal taste rather than conform to a one-size-fits-all approach. The conversation around customization also intersects with lifestyle changes, such as the rise of remote work, where the home environment becomes a flexible space for living, working, and entertaining. In practical terms, buyers and renters alike are embracing a hands-on approach, using guidance from designers within the developer network or seeking external professionals to ensure that the final result aligns with their vision while staying within budget and timeline constraints. As a result, the impulse to customize may extend beyond initial renovations to ongoing opportunities for updates and seasonal refreshes that keep living spaces aligned with evolving preferences and trends.
The evolving demand for tailored interiors in Moscow is accompanied by a notable interest in skyscraper apartments. The preference for high-rise living, with panoramic views and modern amenities, has historically driven demand in urban centers. The current data suggest that buyers are not merely chasing height and efficiency but also the ability to curate a living environment that resonates with personal identity. This combination of market dynamics and consumer want lists helps explain why interior personalization has become a defining feature of contemporary Moscow housing and why developers are increasingly positioning customization options as a value-added component of their projects.