What It Takes To Stage And Sell A $16.5 Million NYC Penthouse


This penthouse is listed
for $16.5 million. And even though it’s in a prime location in New York City, it’s been on the market for a long time. The home was previously
staged by a different company, but now, the building
owners are bringing in the top gun, Cheryl Eisen, with the hopes that her staging expertise will get the place sold a lot faster. She’s the go-to luxury apartment stager in the New York area. Cheryl: So, some ways
staging can miss the mark is really if you’re
telling the wrong story, and we’ll have to come in and restage it, and that’s what we’re doing now. Narrator: The three goals
of this staging are: Cheryl: We’re gonna start with a giant area rug, then we’re gonna do a modular sofa, we’re gonna put an ottoman on one side, a chaise on the other. We’re gonna do a really cool vintage, sculptural coffee table. We’re gonna do two big fuzzy chairs with a round table in between. And then, near the fireplace, we’re gonna actually build in a long shelf hearth, and it’s gonna become seating. Narrator: After the design
plan is created and approved, everything gets picked
out at the warehouse. Cheryl: So, sofa-wise, we want
something low to the ground, sort of low-profile, so that
the ceilings look higher. I love this piece, and it’s modular, so I can use, like, a whole
different configuration, however I want to play with it. This is like a loungy, comfy, and yet still elevated- and
sophisticated-looking sofa. We’re gonna add some throw pillows. So, I’m gonna choose this sofa and a few pieces of it. So, now I’m in the art department, which is, like, really the
key to elevating a space and differentiating it
from all other spaces. Let’s look at the giant piece that’s going in the living room, which is game-changing. Alexandra Newman: So, we’ve
actually printed onto textile a gigantic soup can, and it’s really gonna be
interesting in that room. It’s not flat on the wall, and it’s also not a
sculpture on a pedestal. Cheryl: And the important part art plays in selling real estate
is that at this level, buyers will have a collection of art, and we want to show them how they can display their art collection, and this is a perfect way. Narrator: Cheryl and
her team work together throughout the process to ensure that all the goals they’ve set are reflected in the finished design. Cheryl: We wanted to
bring in some richer tones but not have way too much color going on. So what we did was we used texture. So, we’ve done that here, for example, with this texture of the fur chairs, and they’re really big and oversized and cozy. And then we did it with
materials like woods. Woods add a real warmth
and an earthy moment, but still with an upscale feel. So, now we’re going
into the master bedroom, and I’m gonna show you the progress there and what the actual plan is. So, the goal to warm
up the master bedroom, ’cause it had that
really cool brick aspect, is to add some organic
shapes and organic textures. The tree in the corner, for example, the organically shaped coffee table, add some softer edges that
you wouldn’t even expect. And then this giant, curved sofa really softens the edges of an otherwise squared-off, hard room. Now we are entering our custom department, and what we’re doing today is doing a gorgeous headboard, because it’s going on a brick wall, and we want to soften
that but still be elegant. Let’s see how that’s coming along. So, these are the drapes. These are gonna be gorgeous in the master. Where’s the headboard? Employee: The headboard
is right behind that. Cheryl: I want to bring
this next to the headboard so that we can just make sure that the color tones are right. It’s perfect. We’re gonna make the dining room really cozy and sophisticated. So, we’re gonna look for a softer, rounded-back, you know, fabric chair. So, these are, like, slightly Hamptons, so there’s something very cozy about them, and yet they’re still sophisticated and they’ll look great with this extra-long dining table we’re gonna do. So, now we’re gonna
find a few other pieces, maybe a side table, the dining table, so come follow me and
I’ll show you more stuff. Now I’m gonna look for a dining table. And what we’re looking for, again, is to warm up the space, ’cause it was too austere and edgy. And we’ve got a lot of
them, as you can see. I think this one’s gonna be great, it’s nice and long and thin, and it has some really
cool detail on the corners. So, for the dining table, we want to do something
really interesting. We wanted, like, a bench on one side and those chairs on the other, just to give it a little more
authenticity and interest. So we’ve got this old
vintage pew up there, which I think is gonna
go great in this room. Narrator: One of the last steps is doing a walk-through with her team and making edits before the final reveal. Cheryl: So, it’s reveal day
here at the downtown loft, and I’m excited to show you the things we made changes to and all the things we added, and we’re gonna start
here in the living room. So, for example, we talked
about that cool hearth, built-in bench that we made. What it did was really created not only extra seating, but sort of solved an awkward space. We created ambient lighting in the nook and a new seating area where you can read a
book or have a cocktail. I love it; it’s one of my favorite things. So then, the giant
artwork, it’s everything. It’s really, like, popping off the wall. This is a huge white wall, what else do you do with it? We give a really substantial piece of art, a statement piece. We wanted this really tall floral moment to balance the art on this big white wall, and I think it really accomplished that. I think this space looks fantastic. So, before we get to the kitchen, I actually wanted to show you these gorgeous pieces of art that we created in the art department. They really add, like, a nice
continuity between the rooms. Here in the kitchen, the
changes we wanted to make were a few. They start here on this big, empty shelf that was here. So, what we did is we
added some cool sculptures with some organic moments. It really feels finished,
but not overcrowded. And I think we’ve really
accomplished that. Now, that said, the real transformation happened here in the dining room. So, we went with these
curved-backed chairs that are done in linen, and we went with a darker,
sort of, like, neutral color. We also have the pew that we chose in the warehouse. And then the beautiful wood edged table. But the major piece here, which really grounds a dining room that is part of another room, is a statement chandelier. And here we used beautiful crystal, so that it doesn’t block the light, it really just sort of passes the light all over the room. So another major transformation is here in this cool cocktail lounge. One, we created this cool banquette, but more importantly, we
have this accent wall, and we’ve added a few
of these accent walls, and they serve a couple of purposes. One, to really differentiate this space from that space, which is very close by. Two, it pushes the wall
back, believe it or not. So it makes the room feel larger. At the bottom of the stairs was a space that had no functionality. And we created a dual function here. Not only is it a gallery moment, which is really cool, but now it’s also a moment where you can just sit here, have a drink, read an art book, and now it has a function. So, here we are, having
finished the master suite. We added these beautiful
fabric headboard walls to soften the brick. We’ve added some more rounded shapes and texture, like in this pelt, to soften the room and make
it feel more luxurious. The low-profile furnishings really help make the ceilings feel higher. So, the final story we’re
telling in this master suite is one of serenity. To, you know, soften the
look, create a nice lounge, the giant mirror leaning reflects the window and the light and makes the room feel
more spacious and lighter. So, here we are on the rooftop terrace, where I’m finishing telling
the story with staging. I’m using accessories here to show functionality here and how you might use the space. You’re gonna have a nice
glass of wine at night, maybe, before heading over to the Jacuzzi. Narrator: Cheryl’s job is
especially important this year because the luxury market
has been struggling. Cheryl: The carrying costs
every month for the seller are painful, and it’s very expensive. So when we stage, we try to get it sold in half the time. Narrator: So, at this point, all the furniture is in, all the edits are made, all the details are perfected, and Cheryl and her team have created a space with a new story. Hopefully one that somebody
wants to call home.

95 comments

The dislikes are from the people who can't furnish their apartments 🤷‍♂️👎

Some people have THE most horrible taste in art. OMFG, the good ole Campbels soup can… seriously? You don't think that shit was over done by someone else that made it a household image EONS ago? You still see it everywhere as a cheap knock off image. Yeah, it makes a statement alright, it screams BURN ME NOW! That would make for an interesting performance art piece. You know who's going to be relaxing on that drum set of a sofa under the stairs? The cat as It takes a dump when it's pissed off at it's owner.

Easy just filled it w goodies that the buyers can easily imagine themselves of happily living there as the King & Queen of their castle. 💕😂

Overpriced real estate in nyc is bullshit. And stupid people would actually pay for this is not worth it at all. Nobody should pay over a million dollar for this crap. And she did a terrible job I don’t like how she decorated the apartment.

Everyone who is complaining about the art & furniture here obviously either doesnt like modern art or doesn't know about it.
Hell the soup can art is litterally an homage to Andy worhol.

why do they always choose shit art. a soup can art.. really.. this would only make sense if you made your millions selling soup and you are still employed in the city and don't want to enjoy your life someplace better like.. anywhere outside of the city where you could buy 16 huge homes for the price of one apartment.

Adam serhant was sellinga 20 million apartment with an indoor pool on it. This just doesn’t feel worth the money.

I think would be better if you made this episode more technical than a woman walks and talk about what she likes and does not like to put in the house, sorry guys but I think you are more professional in making high-quality content than this one.

To summarize: you just buy cheap and low quality goods and furniture and put in the flat to rise the price up to the sky!

Staging helps sell a luxury house? How about saving the money on paying for this ridiculousness and reducing the price tag a bit to reflect the same. It’ll sell out easier, and anyone who owns anything luxurious is going to want their own decor from the start to finish in their own preferences anyway.

No one has bought the place cause it sucks. Pretty sure if you have 16.5 mill to spend you'd be smart enough not to purchase it. No views and it's way too small. I'd buy an old industrial building for cheaper than that and just remodel it and make it habitable plumbing, electricity etc.. I'd want a giant backyard too if I had that much money. City living sucjs, but that's just me. I'd prefer views of nature out my window. NY is way overpriced

That low profile furniture is very uncomfortable unless your a child! Kids love it because its easy to climb into! We got rid of it after a couple years! Bad investment! However our condo isn't filled with ugly$ Lol$

If I had the money to buy this, I would buy anything else. I can imagine this is part of New Yorks affordability problem.

Didn't know bricks make a space cold. I feel red bricks actually warm it up while the gray bed cools it down. Saw the same video with a different apartment on a different channel btw..

It's a strange and special skill being able to put fine art and furnishings in a space and keep it feeling anonymous. I see other people commenting that some of the choices are offputting, but it is a matter of fact that her business exists because it works.

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