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this model apartment unit in New York
City is listed for just under five and a
half million dollars it has three
bedrooms three bathrooms and is located
in a prime location in Chelsea today
Sheryl Eisen and her team are going to
stage it and turn the blank canvas into
something completely new this is exactly
what we're looking for
Sheryl is the go-to luxury apartment
stager in New York for this project
she's hoping to create a space with a
Scandinavian look and feel this is a
minimalist light airy design style it
uses raw natural materials natural wood
tones monochromatic colors think I can
but way upscale once she's done she's
hoping the space will convince potential
buyers to well by
this apartment is one of seven
three-bedroom units and one duplex
penthouse in this new boutique
development that was put on the market
at the end of October but before a unit
like this is ready to be put on the
market
the developers need an actual place they
can show a buyer that's where a model
unit comes in so because this giant
space hosts the dining room living room
and the kitchen we have to delineate the
three spaces very clearly so to achieve
this we do three things one is we use a
large area rug to create the space that
is the living room so then we have the
dining table which has its own space and
its chairs and then thirdly to delineate
the kitchen area we have the stools and
now we've got three different functions
in one large room that creates three
separate spaces once we have the
furniture in it actually gives the
buyers a very good sense of how the
space feels with furniture how the space
flows with furniture that's Michael
Kurtzman he's the architect and
developer for this building and is the
one who has enlisted the help of Cheryl
Eisen and the staging team at interior
Marketing Group to get a project like
this done in a timely manner because
time is money in this industry there are
a few key players
Alexandra Newman the art department
manager we the casada the textiles and
fabrication manager and Marissa elección
the project manager who will be
overlooking the design in progress on
location we want to create a
Scandinavian sort of clean-lined
style and we're gonna search the
warehouse today for pieces that speak to
that style somewhere in this section
these are a little too colorful but very
cool sort of also Scandinavian
definitely Scandinavian this is the one
I've been thinking about okay so we've
got the blue clay fabric which we put on
and this chair is just so simple and
clean and classically Scandinavian I
think Michael's really gonna love this
one
so now dining tables
follow me what we're looking for is
seating for 8 this is a three bedroom
apartment you'd think how many guests
how many kids and you sort of get eight
but also eight actually is the max you
can fit in this space so we're limited
there this is a 79 inch table so now I
need a base for this so I saw once on
the cover of a magazine when they paired
a wood top table with the Saarinen base
which is usually a round marble tabletop
I think they're gonna look really neat
together and just sort of make it a
little more authentic less matchy-matchy
which is always nice right it adds a
little touch of who knew now we're going
to art and I'm really excited to pick
some pieces
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all right Alex show me what we're doing
for this space all right so come on over
here our artist Pat and Carolla are
working on what we call a diptych which
is gonna be a double paneled piece it's
gonna be five feet high by 10 feet long
which is just gonna accentuate the
massive wall that it's gonna be living
on Marissa I just wanted to find out
what has been going on while we've been
gone show me what the progress yeah
absolutely let's go so first we are here
in kind of our main living space and we
have this beautiful dining area we
wanted to bring this like gorgeous
live-edge table with these really cool
chairs that we like custom upholstered
so next we're hearing kind of like the
main living room space and it was a bit
challenging because it's kind of tight
right so the challenge is like this is
such a small living room and it's right
next to the dining room which is right
next to the kitchen so define the spaces
individually you use this big rug we
created this really cool custom media
wall and it's making this space feel
very useful and just like very welcoming
to come sit here
the furniture is moved in and
reevaluated by michael and the team in
the actual space sometimes things don't
look as planned and the team works
quickly to make the changes I know tell
me the bed is because my idea about the
Saarinen vases Michael didn't love I
mean you know sometimes we try something
and sometimes it's great and successful
jesus said we're gonna do a nice
burnished brass classic leg which I
think will just show off the the table
just as nicely
next betting we want to stay in beiges
and whites and black is the only sort of
color in there and I'm gonna choose a
couple of pillows that I think are gonna
look nice on bedding and is
accessorizing so the reason I like to
choose these very neutral calming tones
and colors is because we don't want to
compete with what's really selling the
homes which is the architecture and the
finishes and the windows and the views
we want to make sure that we honor that
and speak to it gently but we don't want
to compete with it that's the star of
the show now we're gonna head over to
fabrication and check out some fabric so
we're gonna use in the space we are what
are we doing today for Michael here
we've chosen to make curtains for these
two rooms out of these two fabrics this
one will be light and airy and then this
one will be nice and crisp but it'll
both hang really nice and gave us a
cheap look that we want it's nice to
have like a curtain like this as the
light comes through but you're not
necessarily looking at what's outside
the window if it's not the greatest view
in the world here we are it's the final
walkthrough they just want to get some
of your feedback and see what you think
about what we've done but I think the
original brief was to come up with uh
sort of a scanned a modern type of look
lots of soft tones I think what you've
done is great we have all the ochre
colors the light sofas so I think all in
all its come together quite nicely
awesome I'm so glad you're happy with it
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we just walk through the space with
Michael and now we're gonna have Cheryl
come by to add her finishing touches
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wanna start by putting this warm throw
on the sofa it adds some texture and
warmth and coziness we added this great
light fixture which pulls in the black
color which is very dramatic so moving
into the dining room from the living
room we've got this gigantic wall so
again what we did was we chose this art
which is filling the wall the scale
super important and we're also bringing
you into the dining room by using these
horizontal lines again even the art
speaks to the Scandinavian style by the
color palette which is very neutral and
black the dining room here we changed
the table base and these legs look
fantastic I think it was a good call and
I think this really again speaks to the
minimalist Nordic Scandinavian style so
now we're going to come into the kitchen
and when you're staging a kitchen here's
the important thing to think about you
don't want to compete with this
beautiful marble or the finishes you
just want to be very subtle in the way
you staged it use just simple little
accents here nothing that's going to
distract the eye from the real selling
points
okay so here we are in the master we're
just doing some finishing touches I'm
actually adding extra pillows in this
master bed just because when you layer a
few layers it actually feels way more
plush way more inviting alright so now
I'm going to go over here with the
drapes which are now installed they look
great they're adding light to the trick
to draperies it's and hang them as high
as you possibly can and then have them
just kiss the floor it makes your eye go
up and it makes the ceilings look taller
so now here we are in the guest room
which is really sophisticated and
beautiful this really speaks to the
Nordic style now because of the warm
deep tone here which really adds drama
but also because of the natural woods
you know sort of the neutral fabric it's
the natural wood element here but really
my favorite part of this whole room is
the cool rug it's a really thick
recycled woven rug got like depth and
texture really is a WoW statement in a
model apartment that you wouldn't see in
other places
so when staging in a new development
also it's important to consider dual
functionality or as much functionality
as you can in a small room so even in a
bedroom we make space for a desk and
chair so you can imagine anything else
than just sitting in a bed in a room so
when you're designing for new
development it's important to keep in
mind not to have the design be too
personalized and to taste specific this
could possibly alienate a large
percentage of your buyer demographic and
that's why especially for this branded
unit when we stick to the minimalist
neutralised Scandinavian style so now
I'm going into the youth slash guest
room and I'm taking a look this looks so
great one of the best things about this
room I think now is the dual paint color
it just adds a little wow factor and
it's a little unexpected and it
differentiates this room from the other
room so now that the model unit is
complete hopefully it will strike a
chord with the right buyer
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