In developed countries, the share of the elderly (65+) is growing quickly. In the Netherlands it might reach 25 to 30% of the population by 2040 (see Figure 1). We design best living concepts for the elderly, based on a research in their residential preferences. Our novel methodology combines insights from social sciences and architecture. A stated choice experiment retrieves the willingness-to-pay of the elderly for a set of relevant attributes of the dwelling, building and location. The attributes with the highest valuation are used as an input for a flexible architectural design.