A few weeks ago, I visited a new Scandinavian furniture brand in its temporary showroom pop-up in an Upper East Side Beaux-Arts mansion.
The space was a nearly untouched reminder of the city’s old glamour. I fell in love with its original materials and ornate details—a perfect backdrop for staging a contemporary collection with clean, minimalist lines. I spent the next few weeks telling friends about the gorgeous space, showing them pictures from my phone. They came to see it for themselves.
Here lies an emerging trend: design and real estate aligning in a new marketing approach, one with a longer end gain that projects a vision for lifestyle.
While many of my friends and I are outside the buyer profile of a Park Avenue mansion, the benefit for the real estate brokerage was manifold. The apartment’s staging brought it into the modern era and created buzz for the building as each new visitor fell in love with the unique space. The furniture company, in turn, benefited from a gorgeous backdrop for hosting events and photoshoots for their nascent brand. A real win-win.
Here lies an emerging trend: design and real estate aligning in a new marketing approach, one with a longer end gain that projects a vision for lifestyle. It makes sense for the real estate marketers to adopt a more brand-centric approach to marketing properties with collaborations, building their relevance, audience and brand along the way while going beyond old marketing methods like ads, listings, open houses and social media.
With a goldmine of empty real estate waiting for the next buyer in the city, and a thriving creative class forever needing space, the real estate community can tap the potential of events like NYCxDesign, the city-wide design festival that happens in May.
Events happening around the city can bring large amounts of social media buzz to properties, in a contextually relevant way, by celebrating design. At Sight Unseen, a design fair that formed part of last year's NYCxDesign festival, brands like SP01, and Brooklyn-based studio, Ladies & Gentlemen, set up shop in a similarly pre-lease retail space. Here is one example of how the real estate community might leverage these festivals, forging collaborations to activate storefronts, lofts and lobbies. The result? An exciting flow of people through their spaces, wonderful photography and thus, social media engagement.
With our client Hudson Woods, a high-end development of upscale cabins upstate, we arranged a brief weekend residency of the buzzy wallpaper brand Calico in the model home. The brand’s creative director Rachel Cope made a textile wall art piece for the model home, inspired by the surrounding nature. The model home gained a beautiful piece of original art, while Hudson Woods added another respected collaborator into its network of design creatives that are inspired by the location.
Deeply linked, real estate and design can do more by joining forces to reflect an image grounded in creativity.