How to Add Character to a New Build

Adam Robertson is the co-founder and managing director of Urbane Living, a specialist flooring company recognised for its expertise in parquet, bespoke carpets & runners. With a background in design and a strong eye for detail, Adam is passionate about helping clients create elegant interiors that stand the test of time. Under his leadership, Urbane Living has built a reputation for installing high quality flooring to prime residential properties, hotels and retail stores throughout the UK and beyond.

I always encourage clients to think about tone when selecting flooring for a new build. What we're seeing as particularly popular right now are natural mid-tone oaks, especially those that have been subtly altered to shift away from the traditional yellows and golds towards warmer browns or grey-browns. These tones feel contemporary and sophisticated without being too stark or cold. They work beautifully in new builds because they add warmth and character while still maintaining that clean, modern look that buyers are drawn to.

Our top sellers for new build projects are floors like Ritz Oak, Peninsula Oak and Caledonian Oak. These options strike the perfect balance between natural beauty and contemporary style. They have enough depth and variation to add interest and prevent the space from feeling flat, but they're not so dramatic that they overpower the room. This makes them incredibly versatile and easy to work with, whether you're furnishing in a Scandi-inspired style or something more traditional.

Texture is equally important when adding character to a new build. Opting for a brushed or hand-scraped finish rather than a perfectly smooth surface adds tactile interest and a lived-in quality that new builds typically lack. These finishes catch the light differently throughout the day, creating subtle shadows and depth that make the floor feel less like a product and more like a natural material with its own character.

Another consideration is the finish itself. A matt lacquer or natural oil finish has an understated elegance that feels more authentic and less builder-grade than high-gloss options. These finishes allow the natural beauty of the wood to shine through without looking overly processed or artificial, which is key when you're trying to add genuine character to a space.

Finally, think about continuity. Running the same timber flooring throughout your new build, rather than switching between different floor types in different rooms, creates a sense of flow and sophistication. It's a simple change that makes the entire property feel more cohesive and intentional, elevating it beyond the standard new build aesthetic into something that truly feels like home.