Design innovations

The rising emphasis on comfort is influencing not only tenants but also landlords and designers.

After years of designing brand visuals for major corporations, Chen Xiaoli questioned the meaningfulness of her work.

"In large companies, my work often felt like a small interchangeable part in a vast system. It was hard to see its real impact or feel a clear sense of value," said Chen.

Now 35, and based in Hangzhou, Zhejiang province, Chen turned to low-budget soft furnishing renovations in late 2025.

Within three months, she had taken on seven to eight projects, a shift she describes as moving design "from screens into real life".

The transition began unintentionally. After a low-cost renovation of her own rental property to attract more suitable tenants, she shared the results online. The apartment quickly drew attention and inquiries.

"I realized that landlords and tenants choose each other. If a flat looks worn and neglected, tenants won't feel motivated to care for it. But when a space feels thoughtfully arranged, it attracts people who appreciate and protect it. That small investment can completely change the relationship between a person and a home," she said.

Unlike corporate branding work, she said, each renovation directly affects someone's daily routine. Some of her clients are landlords hoping to improve competitiveness in a buyer's market; others are young renters seeking a stronger sense of belonging.

"When a tenant tells me she feels happier opening the door after work, or when a landlord says a property that sat idle for months finally sold after renovation, I can clearly see the impact. My design is not just decoration, but improving someone's everyday life," said Chen.

About 80 to 90 percent of her clients are landlords, while renters — typically aged 25 to 35 — often seek lighter services such as design plans and shopping lists costing around 1,000 yuan. Larger projects range from 20,000 to 40,000 yuan, a scale of work many traditional renovation companies are reluctant to take on.

Her design principles are consistent: prioritize function and movement flow before aesthetics, ensure adequate storage, unify colors and style, and avoid unnecessary waste.

"You don't need expensive items to create beauty. What matters is coherence and practicality. Whenever possible, I encourage clients to reuse what they already have, rather than discard everything," she said.

For Chen, the growing willingness among young people to invest in rental spaces signals a broader shift in mindset.

"Many people used to think renting was temporary and something you just had to endure. But young people today don't see it that way. Regardless of tenure, people still want their living space to reflect dignity and care," said Chen.