This is a publication on product strategy and creative direction in real estate development, written by Fed Novikov.

WHAT IS THIS ABOUT?

I write about real estate creative direction best practices; interview developers and experts in real estate brand and marketing; explore design-driven development case studies; industry research and speculative development concepts. For instance, roadside hospitality reimagined for electric vehicles, or family-friendly multifamily housing.

WHAT DO I KNOW ABOUT THIS?

Over the past 15 years, I’ve worked across real estate development, design, and technology.

Right now, I'm leading product strategy, brand, and marketing at Neutral, a wellness-focused developer. Previously, I led the prefab homebuilding initiative, Backyard, at Airbnb (now Samara) from its inception. And co-founded Apt, where I led product and creative direction for small-scale multifamily properties in LA.

In writing, I often take inspiration in my day-to-day work in real estate development. This is an opportunity to master the craft, evaluate new and fragile ideas.

HOW COULD THIS HELP YOU?

I hope that reading this publication will help you define, brand, design, and market exceptional built environments. Find practical tools, best practices, or simply inspiration for new projects.

HOW TO GET IN TOUCH?

You can find more information on my personal website, connect with me on linkedin, or reach out via email, or book a quick consultation.