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VACANT
  • Time Warner Center Condo
  • 580 West End Avenue
    • FURNISHED
  • The Atelier
  • The Chelsea Mercantile
  • 425 5th Avenue
    • CLUTTERED
  • The Dorchester
  • 510 West 110th Street
    		•
    Time Warner Center Condo
    before after
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    The Result
    "When faced with the daunting task of marketing an unfurnished multi-million-dollar duplex in the Time Warner Center, I immediately thought of Melissa Picheny and declutter + design. Due to the client’s limitations on the staging, I knew that the photos had to impart the biggest impact possible for the marketing materials and web presence both domestic and international.

    The property needed to be furnished in an expertly outfitted and accessorized way so that it would define and enhance the large open rooms, high ceilings, and floor-to-ceiling windows overlooking Central Park. To say that declutter + design met and exceeded my expectations would be a huge understatement. In a matter of days, Melissa had the main rooms of this 3,491-square foot apartment furnished in such a luxurious manner that anybody viewing the photos or brochure could only be impressed by the “lifestyle” that was being presented.

    The traffic through the apartment was vigorous, and brokers and buyers alike remarked how beautifully the apartment had photographed and what a difference it made to have that visual to refer to since they were now walking through vacant rooms.

    In the end, after several offers, the apartment sold and closed within a matter of months – a miracle in this current economy – and at a price that thrilled the client."

    - Denise Rosner, SVP, Halstead


    The Full Story

    The Challenge
    This exclusive property was being offered either for sale or rent during one of the most challenging economic markets of our time, the 2009 recession. The broker wanted to give the apartment as much exposure as possible in both the New York and international markets. The client understood the need to draw in as many potential buyers as possible, but wanted to keep costs to a minimum. We were hired to stage two rooms for a photo shoot.

    The Solution
    Using furniture + accessories from declutter + design’s collection and beautiful artwork from a favorite local artist, we staged the apartment to showcase the spacious rooms, high ceilings and breathtaking views. The one-day photo shoot was a hit, the property looked fabulous online and it was featured in the New York Post’s Dream Homes. The staging resulted in a successful sale at a price that exceeded the expectation of the current market.