What if the biggest untapped source of real estate value isn’t square footage, location, or efficiency—but how a building makes people feel and perform?
In this piece, Valerie Jardon, Managing Director, Strategy Studio at IA; Dan Cheetham, Founder and Managing Principal of FYOOG, an IA company; and Carlotta Dove, Director of Consumer Experience, Retail Studio at IA, introduce Return on Experience (ROX), a measurable link between human experience and asset performance.
Across seven dimensions of ROX, they show how wellness, community, adaptability, emotional resonance, and inclusion can strengthen financial performance, attract and retain tenants, and reduce long-term risk.
The takeaway: ROX doesn’t replace ROI. It reveals how better experiences can create more resilient, relevant, and valuable assets.