Designed with ‘psychographics,’ Brookhaven’s Oleander aims to offer rental zen

Merriam-Webster defines oleander as “a poisonous evergreen shrub (Nerium oleander) of the dogbane family with clusters of fragrant white to red flowers.”

On a related note, or not, Chicago-based interior design firm Mary Cook Associates announced this week a 384-unit apartment complex of the same name has debuted in Brookhaven.

Developed by Toll Brothers Apartment Living, Oleander is striving for holistic living—or perhaps even an outright zen existence—at 10 Executive Park West. That’s just south of North Druid Hills Road, overlooking the Shangri La that is Interstate 85.

“As with all of its projects, MCA uses psychographics to ensure the spaces it designs facilitate certain types of desirable behaviors and responses from residents,” an announcement vaguely reads.

While that may sound like the whole community is plastered with trippy wallpaper, psychographics is actually a methodology used to understand consumers psychological traits—their wants and needs as tenants, in this case.

“Our design process really lets us drill down to what motivates residents and how they are most likely to positively interact with spaces, which is invaluable information for developers,” said Mary Cook, founder and president of Mary Cook Associates, per the release.

Tenants can expect “calm and meditative common areas,” as well as fitness facilities and other amenities catering to healthy living.

There’s also a library that can quickly be converted to a private conference or dining room, a lounge designed for gaming and hanging out, coworking space, and a coffee bar.

Outdoor amenities include a resort-style, year-round pool and sundeck, landscaped courtyard, large fireplace, grilling stations, dog park, and a beer garden with its own tap station.

A 580-square-foot studio at Oleander will run you between $1,252 and $1,426 monthly.

Floorplans can span up to 1,429 square feet—a three-bedroom, two-bath—and rent for up to $2,829.

That’s about on par—although slightly more expensive for larger units—with prices at the new Buckhead 960 apartments on East Paces Ferry Road, but significantly cheaper than rents at the Sutton Buckhead.

Also, for context, Oleander is rather affordable compared to the likes of Hanover Midtown, Ascent Midtown, and the Flats at Ponce City Market.

Which is further proof that urban walkability comes at a premium.