when you're trying to sell a place you
want to make potential buyers feel at
home but when you're selling an
apartment that's say 14 million dollars
that's a 7200 square foot xxx penthouse
with three and a half bathrooms
skylights high ceilings and over 1500
square feet of private outdoor space and
all that would sell in an instinct right
not necessarily
that's where Cheryl Eisen comes in she's
the go-to luxury apartment stager in the
New York area she does more than help
sell homes
she sells you on a dream life the whole
purpose of staging is to style and
furnish a place for sale to highlight
its selling points for potential buyers
and help them envision themselves living
in the space
Cheryl is the CEO of interior Marketing
Group New York city-based company that
does interior design
staging and marketing for luxury homes
her past buyers and clients include
Chrissy Teigen and John Legend Ivanka
Trump and Jared Kushner Kim
kardashian-west and Kanye West Bethenny
Frankel and Swedish real estate broker
Fredrik Eklund the home she stages they
start at five million dollars and go as
high as two hundred and thirty million
the cost of the pieces for a staging is
usually about 1% of the listing price of
the home today we're going to follow
Cheryl and her team as she stages a loft
that is expected to sell at around 14
million dollars in Tribeca but before we
get to that all the magic starts here at
this warehouse in Jersey City this is
where all the magic happens its 60,000
square feet of furniture light fixtures
art custom furnishings behind me here is
the accessory section and I'm going to
show you today how we tag and prepare
for a staging and then we're gonna go to
the Duane Street Tribeca loft that we're
doing and you'll see the whole thing
happen right
front of you the aesthetic we're going
for today a modern minimalistic look
after the pre-planning the most
important part is going into the
warehouse and picking the exact pieces
she wants for the space it all starts at
the board so here we are at the projects
board these are the projects we're doing
at any given time a lot this is the one
I'm doing today right here with the blue
tape I'm gonna show you how we tape four
projects let's go each staging starts
off with a walkthrough with a broker or
the client to decide what areas are
selling points they want to highlight so
I'm looking for sofas for this project
it's a really huge loft space and I want
the ceilings to look super high so I
want something that's really low profile
we're doing like gray neutral tones so I
feel like this sofa here which is really
cool and sculptural is gonna be a good
choice pull it out put some tape on it
and this will be part of our staging
this will be in the living room then
upstairs we've got a media room and I
want the sofa to look a little different
so I feel like this one could be really
good it's modular which means you can
put it in any configuration it works in
every apartment I'm gonna put my blue
tape on it and it's gonna come with us
to Duane Street staging with Cheryl is
not an easy task all the home she works
on our stage from start to finish in
only 12 days that's why her custom art
furniture and upholstery teams are so
important she can get exactly what she
needs done quickly all in-house so I
love this chair for the dining chairs
the only thing is this colors a little
too light so I'm gonna make it gray and
in the upholstery room I'm gonna make
these legs silver
so I'm here in the throw section I want
to grab a really cool textural throw for
the living room I'm gonna take these to
a cool and a warm so here I'm looking
for some cute colorful pillows for the
kids rooms which I love doing they're so
colorful I'm gonna grab a couple for the
girls room and then one for the boys
room so for us especially since I worked
typically in neutral tones tone on tone
I love to layer textures and pillows and
throws are perfect for that so I can do
like a gray velvet sofa then I can do
like a textured pillow and a fur throw
and now I've got three sort of feelings
in that space that really add warmth
I've got the sofas I got the dining
chairs I'm gonna go to the dining table
section let's go choose a dining table
[Music]
so we need a huge table to fit in this
place because it's huge we're gonna have
to make our own base actually because we
don't have one that's big enough and I'm
gonna top that base with this amazing
piece of glass and I think that'll be
perfect
[Music]
so I'm looking for a round top but I
don't see the exact when I want I'd love
a black glass top so I think I'm gonna
have one maid send it over and that's
gonna be our coffee table
[Music]
Cheryl's staging strategy is to think
about who the demographic buyer is and
choose furnishings and decor pieces to
show them how they can live in and use
the space so because we we focus in the
luxury space most of the places really
are sort of beautiful already but
they're not selling for whatever reason
you can't imagine how someone will live
in the space they can't get a sense of
where you put your living room or you
know how large it is for how much alert
furniture how many you can accommodate
for a dining space so we tell that story
we think about who the demographic buyer
is is it a family is it a bachelor how
are they going to live in that space and
then we tell that story visually with
the furnishings
[Music]
I'm gonna do like a wooden stump kind of
a thing to put next to the bathtub and
put some towels on it and some soap just
so it's like a my it's like an organic
moment so these are all our side tables
which I love and this guy has been with
me for 25 years this table it's amazing
we still use it 25 years so this is the
lighting section which is so important
to staging because it really customizes
a space
it adds ambient light and it really
makes a space feel authentic and
different lighting can change a room
like that now for this place it's
gigantic so we need two huge fixtures so
here we are back in the accessories
section now I'm going to actually choose
some pieces for this living room to add
some color and here we go like I want
some blue and then a few things that'll
sort of go with this
[Music]
now we're going to go over to art and
get some art so here's where custom art
is made and it's amazing what's they
what they can do not only do they paint
and do mixed-media but here are some
photography prints that they print out
on our giant printer which is amazing
onto canvas and this girl I love and
April do you think you could put pink on
this to bring this some color in this
then we'll frame her and bring her over
all of these amazing oversized pieces of
art are so important to our staging and
our design because it's impossible to
get like a 12-foot piece of art in 12
days that's gonna be exactly what we're
looking for to fill our giant walls and
the spaces we design and that really
differentiates our design from other
designers you can always sort of tell an
IMG place because the art is original
gigantic oversized art and it really
fills the scale of a wall and it makes
the place look bigger so now we're gonna
leave art and we're gonna go to the
custom department which does our
upholstery they create custom
furnishings and it's amazing because no
one else does this so if I want a coffee
table that's shaped like a star I do it
in two days because we've got every
possible iteration of finishings of wood
we make our own custom drapes custom
pillows custom headboards I mean it's
amazing what goes on here so we didn't
love the color of this really cool chair
so we're we finishing it in gray like
we're gonna do to our dining table of
chairs
once everything is picked and tagged the
pieces are packed and loaded for the
move-in here we are at Wayne Street or
on-site and we're about to do this great
room so I'm gonna show you the design
plan so right over here we're gonna do
the giant dining table with the chairs
all over
here we're doing a giant rug cool comfy
chair here cool comfy chair here facing
this fireplace here we're doing a huge
sofa another sofa facing it and a cool
triptych of coffee tables in the center
to bring it all together we're gonna
move all the furniture in all the rest
of the rooms are done and this is the
last one to go but you're gonna see how
it gets done and then I'm going to give
you the Grand Tour
all right so here we are for the grand
reveal
alright I'm gonna show you the things
that we chose in the warehouse that you
might recognize but here's the gorgeous
finished
grand space I mean it's amazing if
you'll notice this sofa is the one we
chose in the warehouse the three coffee
tables which anchor the whole design and
the coffee table base that's mirrored
right there is the one that the
fabricators made we added a couple of
pops of color like blue that you saw me
choosing and the rest we left really
open and airy and these chairs are the
chairs that we made in the upholstery
department they used to be white with
gold and now they're perfectly gray and
in the right color story and now that
you've seen the great room I'm gonna
show you the rest of the house
come follow me so here we are in the
media room right upstairs from the great
room it's got some pops of color but you
can really chill out and relax in this
room and enjoy this gorgeous piece of
art welcomes with a master suite it's
very soft and luxurious it makes you
want to like really jump in here and
fall asleep
there are some tips and tricks we use in
staging it's somewhat formulaic to add
light you add lighting you also add
mirrors across from a window because
then it's twice as much light twice as
many windows and it makes a place look
larger as well
to add height you use low profile
furnishings makes the ceilings look
higher we use floor-to-ceiling drapes
make the ceilings look higher
so here's the pillow we picked out for
the girls room I'm just gonna place it
here casually as a throw pillow on the
floor to add a pop of color so this is
the final part of the story we're
telling for the buyers where they would
come and relax in this library have a
glass of champagne and toast that we're
gonna launch this apartment finally so I
bet at this point you're left with one
last question what happens to all the
furniture and decor when the home is
sold most of the time they're sold fully
furnished and if they're not the pieces
go back to the warehouse and get a new
life at a different staging
[Music]
you