Posted May 31, 2013, 5:49 AM
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New Yorker for life
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Join Date: Jul 2001
Location: Borough of Jersey
Posts: 51,919
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Quote:
Originally Posted by photoLith
Went to NYC for the first time in almost ten years, heres some photos I took while there.
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Like the way it glows...
Slides
http://online.wsj.com/article/SB1000...8.html#slide/1
http://online.wsj.com/article/SB1000...173884778.html
The Art of Designing Luxury Model Apartments
The art of the sample apartment is aimed at getting buyers to spend millions: 'The less they have to think...the more likely they are to buy'
May 30, 2013
By ALYSSA ABKOWITZ
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On a recent morning, Gary Barnett walked through a black door and entered the dark Venetian-plastered foyer of an apartment in midtown Manhattan. A brass wire chandelier shaped like a branch hung overhead; a walnut console attached to the wall appeared to float nearby. Both were overshadowed by a large metal LED star, 5 feet by 5 feet, that hung next to the front door. "Is that the art installation?" asked Mr. Barnett, president of New York-based developer Extell Development. "Don't you think it's a little too sparkly?"
There is no shortage of glittery things in the new model apartment of Extell's One57, one of the most ambitious—and expensive—new condominium buildings with a hotel in New York. Buyers include fashion executive Silas Chou, who is in contract for a unit on the 82nd floor for about $50 million, and a group of investors led by hedge-fund executive William Ackman who are in contract for a 13,554-square-foot penthouse for more than $90 million.
While the building's upper floors readily show off their jaw-dropping views—about 70% of One57's 92 units are already sold—Extell is betting that its dramatically staged model on the 41st floor will help sell the building's lower levels. The company is spending more on this model than it normally would and decided to design the model earlier than usual in the process, while construction was still continuing. "Once people come in here, this line is going to sell quickly," Mr. Barnett said.
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Initial sketches of a master bedroom in One57, which features a bleached fox fur bedspread.
It took five tries to get the right shade of acid green for this den/study in One 57, while lower bookshelves are intended to make the room look bigger. An initial sketch is shown.
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To create One57's model, Extell's design team said they started by imagining who would live in the unit. The team envisioned an executive in fashion or business who has a grown child. With that in mind, Mr. Mann said he decided on a "fanciful, slightly over-the-top look" with texture playing a big role.
Mr. Mann, who is known for his dramatic looks that tend toward contemporary and eclectic, said he doesn't think the fanciful design of One57's model represents a risk. He said that at the extremely exclusive end of the market, a model that was a bit over the top is necessary.
Designing the model while the building was still under construction made the process much more difficult. Some art galleries, for example, wanted Extell to take out additional insurance because their pieces would be on a construction site. To overcome the issue, the design team borrowed a couple of pieces from Mr. Mann's own collection and found other galleries who were willing to work with them without needing additional insurance.
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