The amenities arms race was at a fever pitch at the start of 2020, as each new multifamily property tried to raise the bar of over-the-top enticements to lure prospects to their community.

Then the COVID-19 pandemic hit.

Now, instead of touting gleaming gyms, demonstration kitchens, and group-focused event spaces, operators have had to pivot to help residents feel “alone together,” without actually bringing them within 6 feet of each other. The result has been a rethinking of the amenity calculus that operators had applied to their properties for years, and a shift in their engagement strategies they now say will last long after a majority of Americans are vaccinated against COVID-19.

Another extension of that outdoor theme is exactly that—balconies and outdoor spaces, both in common areas and apartments themselves, that let residents breathe easier while enjoying a connection to nature.

Just look at the ARO rental tower in Manhattan, where a multilevel podium with ample room for social distancing allows residents to relax, and balconies give space to spread out. That outward focus is already changing how multifamily communities look, another aspect that observers say is here to stay.

“Interest in balconies, terraces, courtyards, and roof decks has skyrocketed in the past year. It’s no longer an afterthought,” says architect Cetra. “It’s likely that from a design standpoint, we’ll start to see a more seamless integration of balcony spaces into the façades of multifamily projects.”

That draw to the outdoors is even strong in chillier climes. Look at Optima Signature, a 57-story luxury tower in Chicago’s Streeterville neighborhood, where an expansive 1.5 acres of amenity space connects residents to the open air.

“People want to connect to the outdoors, even in winter,” says David Hovey Jr., president of developer Optima. “We just put in new heat lamps so residents can continue to enjoy the fresh air by spending time outside and cooking dinner on our grilling stations even as the thermometer drops.”

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THE FIRST-OF-ITS-KIND STUDIO OFFERS SMART PILATES REFORMERS WITH ON- DEMAND CLASSES AND BRINGS OPTIMA SIGNATURE’S RETAIL SPACE TO 100% LEASED

 CHICAGO (May 30, 2024) — Integrated real estate firm Optima, Inc. today announced Reform Studios, Chicagoland’s only Pilates studio featuring the world’s first digitally connected reformer, will open at Optima Signature, a 57-story luxury apartment tower comprising 490 apartments and 58,000 square feet of commercial space in Chicago’s Streeterville neighborhood, steps from Michigan Avenue’s Magnificent Mile.

Offering both live and self-guided Pilates classes, Reform Studios will open Saturday, June 22, in a 4,000- square-foot ground-floor retail space. It joins Optima Signature’s roster of current commercial tenants, such as Guidepost Montessori School, Egg Harbor Café, Bedazzled and GoodVets Streeterville.

“Reform Studios is the latest example of Optima Signature attracting high-quality, lifestyle-focused retailers that are not only a convenient fit for the building but also contribute to its sense of community,” said David Hovey Jr., AIA, President of Optima, Inc. “Our residents are highly invested in their wellness, and Reform Studios will serve as an extension of Optima Signature’s 65,000 square feet of indoor and outdoor amenities, which include a fitness center, yoga studio, multiple pools, basketball, squash and bocce ball courts and a golf simulator.”

Founded by local Streeterville resident Jennifer Villamil, Reform Studios is the only studio in the Chicagoland area to offer Reform RX machines, the world’s first commercial-grade smart Pilates reformer. Equipped with high-definition touchscreen displays uploaded with an ever-growing library of on-demand classes, the machines can precisely track users’ movements and present real-time data on calories burned, heart rate and power output as well as post-session workout summaries.

“Every fitness journey is unique, and Reform Studios is proud to be the first in Chicago to offer smart reformer technology that allows for a wide range of flexible, accessible programming – ranging from our proprietary live class format set to music to more cost-effective, self-guided sessions,” said Villamil. “As someone who lives in Streeterville and has a child attending Guidepost Montessori School, I am very familiar with Optima Signature and excited to be opening the first Reform Studios here.”

The newly remodeled retail space at 228 E. Illinois St. features a custom Streeterville-inspired wall mural created by Chicago-based artist Eric Harold and pays homage to Chicago by only selling local athleisure brands such as Fox & Robin and Public Rec. Furthering its community-focused mission, Reform Studios will work with Streeterville Organization of Active Residents (SOAR) to invest 1% of revenue back into the neighborhood.

Designed, developed and managed in-house by Optima, Inc., Optima Signature was completed in 2017. The LEED Silver® Certified luxury rental community features 1.5 acres of amenity space, including resort-style indoor and outdoor heated swimming pools, a cutting-edge fitness center with a sauna and steam rooms, resident lounge with coffee bar, basketball, squash and bocce ball courts, golf simulator and putting green, dog park and children’s play area.

About Optima, Inc.:

Optima, Inc. is a privately held, design-driven real estate development firm with offices in Illinois and Arizona. For more than 40 years, Optima® has been developing, designing, building, marketing and managing striking urban and suburban luxury residential communities. From the beginning, Optima® aimed to reinvent housing by integrating the functions involved in new construction within one company. Optima® controls and executes every aspect of the process in-house – development, design, construction, sales and management – for a dynamic system that offers greater focus and fluidity. Optima® is committed to delivering extraordinary living through design, innovation, sustainability and management. The result has been the creation of over 40 communities in Arizona and Illinois, along with being nationally recognized with over 100 prestigious awards. In 2021, Optima® was named AIA Chicago Firm of the Year as well as a Crain’s Best Places to Work for the second year in a row. Learn more at Optima, Inc.

About Reform Studios:

Reform Studios, located at Optima Signature (228 E Illinois St), is Chicago’s premier Pilates studio, offering exclusive access to Reform RX, the world’s first smart reformer machine. Its innovative, musically-driven Pilates reformer workouts are designed to motivate and inspire through live and self-guided on-demand classes. For more information, visit www.reformstudiospilates.com

Read the full feature at Northern Illinois Real Estate Magazine

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Egg Harbor Café opened a nearly 5K SF restaurant in Optima Signature, a 57-story, 490-unit luxury apartment tower just east of Chicago’s Magnificent Mile. This is the first downtown Chicago location for Egg Harbor, which has 20 locations in Illinois, Wisconsin and Georgia, and specializes in breakfast, brunch and lunch. Developed by Glencoe, Illinois-based Optima Inc., Optima Signature is located at 220 East Illinois St., and features 490 apartments and 60K SF of retail and professional space.

Read the full feature at Bisnow

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CHICAGO — Egg Harbor Café has opened at Optima Signature, a 47-story, 490-unit luxury apartment tower in Chicago’s Streeterville neighborhood. The Streeterville location is the first downtown Chicago restaurant for Egg Harbor Café, which specializes in breakfast, brunch and lunch and maintains 20 locations in Illinois, Wisconsin and Georgia. Optima Inc. is the developer behind Optima Signature, which features 60,000 square feet of retail and office space. Egg Harbor occupies 4,905 square feet. There is one 490-square-foot retail space remaining at the apartment property, which opened in 2017. Other retailers include GoodVets, Guidepost Montessori, Runaway Fitness and Bedazzled Nails & Spa.

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Optima Signature, a 57-story, 490-unit luxury apartment tower just east of Chicago’s Magnificent Mile, announced the grand opening of its retail tenant, Egg Harbor Café, a restaurant specializing in breakfast, brunch and lunch with 20 locations in Illinois, Wisconsin and Georgia. The Streeterville location is the first downtown Chicago location for the popular restaurant named as one of the nation’s top breakfast concepts.

Developed by Glencoe, Illinois-based Optima, Inc., a full-service real estate firm, Optima Signature is located at 220 E. Illinois Street and features 490 apartments and 60,000 square feet of retail and professional space. Egg Harbor Café’s 4,905-square-foot location fronts the building’s plaza on upper Illinois Street just steps from Michigan Avenue and the Chicago River.

“We’re so pleased to welcome Egg Harbor Café to the growing list of businesses that call Optima Signature home,” said Tara Hovey, president and COO of Optima, Inc. “Our goal at Optima Signature has always been to curate a mix of retailers and businesses that not only serve our residents, but also complement the entire Streeterville neighborhood.”

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STREETERVILLE — Egg Harbor Cafe has opened its first downtown Chicago location in the Optima Signature, a luxury apartment tower. The breakfast, brunch and lunch chain has 20 locations in Illinois, Wisconsin and Georgia and will serve eggs Benedicts, omelettes, skillets, griddle items, breakfast bowls, sandwiches, salads and soups. Big Shoulders Coffee is providing the java and there will also be gluten-free pancakes and cinnamon rolls available. This location will also have kombucha on tap with seasonally changing flavors. 220 Upper E. Illinois St., 312-392-2570, eggharborcafe.com

Read the full feature at Chicago Tribune

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Egg Harbor Café, a restaurant specializing in breakfast, brunch and lunch , opened its first downtown location at Optima Inc.’s Optima Signature residential property in Streeterville. The restaurant’s 4,905-square-foot location fronts the building’s plaza on upper Illinois Street near Michigan Avenue and the Chicago River.

“We’re so pleased to welcome Egg Harbor Café to the growing list of businesses that call Optima Signature home,” said Tara Hovey, president and COO of Optima. “Our goal at Optima Signature has always been to curate a mix of retailers and businesses that not only serve our residents, but also complement the entire Streeterville neighborhood,” she added.

Optima Signature has just one 490-square-foot-retail space remaining. Other retailers include GoodVets Streeterville, a full-service veterinarian with a 2,000-square-foot facility; Guidepost Montessori at Magnificent Mile, a California-based school with an 11,500-square-foot space; RUNAWAY fitness, a 4,099-square-foot run conditioning fitness studio; and a 1,530-square-foot Bedazzled Nails & Spa.

Read the full feature on Connect Media

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The top-level floors of urban residential buildings are traditionally considered prime real estate, selling or renting for top dollar as penthouse units. In the last few years, however, many Chicago developers are opting to transform once-exclusive penthouse spaces into shared amenity spaces. This shift speaks to a larger trend in the competitive luxury rental market, where a building’s amenities and community spaces often serve as the deciding factor for affluent renters.

“We’re continually seeking ways to design spaces that facilitate people’s need to connect with one another, as well as with their natural surroundings. A key part of making sure our residents have an exceptional experience involves literally elevating the amenity experience on the upper levels of Optima’s communities,” said Tara Hovey, president and COO of Optima, Inc. “By blending resort-style amenities with panoramic views, Optima Signature in Chicago allows residents to simultaneously indulge and recharge.”

Read the full feature on Forbes.com

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“Optima Inc. owns Streeterville rental building Optima Signature, which has 16 trees throughout. The company’s Optima Old Orchard Woods apartments in Skokie feature a sizable space with trees and grass on the fourth floor and large trees on the sixth, 19th and 20th floors.”

Read the full feature on Chicago Tribune.

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“Bright pops of color are a design signature of renowned architect and developer David Hovey Sr. and surround residents at Optima Signature, a 57-story, 490-unit luxury apartment tower in Chicago’s Streeterville neighborhood. But it’s the bright steel staircase connecting the building’s two amenity floors that draws the most attention.”

Read the full feature on Forbes.