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T and C Mag: In High-End Real Estate, Are Doctors the New Doormen?

For luxury developments, having medical staff on-site is the ultimate amenity.

nema chicago high end real estate
At NEMA Chicago, a 76-story luxury building, amenities include a fitness center that offers body scans and blood-pressure analysis. Crescent Heights/NEMA Chicago

By Candace Jackson | Dec 27, 2020 | Town & Country Magazine

Gyms with Peloton bikes and lap pools are nice, but how about a doctor on call? Some new luxury developments now come with just that, offering residents memberships to medical centers staffed with on-call physicians and nurses. Others are partnering with hospitals and clinics to give homeowners easy access to care, even in remote locations. And a handful have amped up the health and wellness factor, bringing in Eastern medicine gurus and running general health assessments as part of their fitness and spa programs.

At Madison House, a new condo tower under construction in Manhattan’s Nomad neighborhood, buyers get a free one-year membership to Sollis Health, a private medical concierge company that handles everything from emergency calls to routine annual check ups. At Legacy Hotel and Residences, in downtown Miami, there’s a $60 million medical and wellness center on site staffed with doctors, nurses, and nutritionists on site. And at NEMA Chicago, a 76-story luxury rental building downtown, there’s an elaborate fitness center that comes with a complimentary full-body fitness assessment, including blood pressure analysis and body scans.

For developers, offering medical care can telegraph a sense of luxury that’s broadly appealing and in keeping with the times. “This is not like gold-plated doors or a certain type of stone,” says Evan Stein, the developer of Manhattan’s Madison House. “We think this connotes luxury and what the [building’s] service level is.” Renderings of Madison House’s striking floor-to-ceiling glass windows and sculptural 75-foot-long Olympic pool plays most prominently in marketing materials, but the membership to Sollis has also raised plenty of eyebrows. “Nobody actually wants to sit there and think about their doctors, but they go, ‘wow, ok.’”

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SOURCE: https://www.townandcountrymag.com/leisure/real-estate/a34668784/luxury-real-estate-medical-staff/

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