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How To Stage And Sell A $5.5M NYC Apartment Model Unit - YouTube
Channel: Business Insider
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[Music]
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this model apartment unit in New York
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City is listed for just under five and a
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half million dollars it has three
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bedrooms three bathrooms and is located
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in a prime location in Chelsea today
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Sheryl Eisen and her team are going to
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stage it and turn the blank canvas into
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something completely new this is exactly
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what we're looking for
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Sheryl is the go-to luxury apartment
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stager in New York for this project
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she's hoping to create a space with a
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Scandinavian look and feel this is a
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minimalist light airy design style it
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uses raw natural materials natural wood
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tones monochromatic colors think I can
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but way upscale once she's done she's
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hoping the space will convince potential
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buyers to well by
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this apartment is one of seven
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three-bedroom units and one duplex
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penthouse in this new boutique
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development that was put on the market
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at the end of October but before a unit
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like this is ready to be put on the
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market
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the developers need an actual place they
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can show a buyer that's where a model
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unit comes in so because this giant
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space hosts the dining room living room
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and the kitchen we have to delineate the
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three spaces very clearly so to achieve
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this we do three things one is we use a
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large area rug to create the space that
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is the living room so then we have the
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dining table which has its own space and
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its chairs and then thirdly to delineate
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the kitchen area we have the stools and
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now we've got three different functions
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in one large room that creates three
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separate spaces once we have the
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furniture in it actually gives the
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buyers a very good sense of how the
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space feels with furniture how the space
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flows with furniture that's Michael
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Kurtzman he's the architect and
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developer for this building and is the
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one who has enlisted the help of Cheryl
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Eisen and the staging team at interior
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Marketing Group to get a project like
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this done in a timely manner because
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time is money in this industry there are
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a few key players
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Alexandra Newman the art department
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manager we the casada the textiles and
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fabrication manager and Marissa elecci贸n
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the project manager who will be
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overlooking the design in progress on
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location we want to create a
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Scandinavian sort of clean-lined
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style and we're gonna search the
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warehouse today for pieces that speak to
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that style somewhere in this section
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these are a little too colorful but very
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cool sort of also Scandinavian
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definitely Scandinavian this is the one
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I've been thinking about okay so we've
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got the blue clay fabric which we put on
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and this chair is just so simple and
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clean and classically Scandinavian I
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think Michael's really gonna love this
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one
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so now dining tables
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follow me what we're looking for is
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seating for 8 this is a three bedroom
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apartment you'd think how many guests
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how many kids and you sort of get eight
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but also eight actually is the max you
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can fit in this space so we're limited
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there this is a 79 inch table so now I
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need a base for this so I saw once on
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the cover of a magazine when they paired
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a wood top table with the Saarinen base
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which is usually a round marble tabletop
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I think they're gonna look really neat
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together and just sort of make it a
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little more authentic less matchy-matchy
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which is always nice right it adds a
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little touch of who knew now we're going
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to art and I'm really excited to pick
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some pieces
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[Music]
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all right Alex show me what we're doing
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for this space all right so come on over
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here our artist Pat and Carolla are
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working on what we call a diptych which
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is gonna be a double paneled piece it's
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gonna be five feet high by 10 feet long
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which is just gonna accentuate the
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massive wall that it's gonna be living
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on Marissa I just wanted to find out
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what has been going on while we've been
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gone show me what the progress yeah
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absolutely let's go so first we are here
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in kind of our main living space and we
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have this beautiful dining area we
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wanted to bring this like gorgeous
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live-edge table with these really cool
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chairs that we like custom upholstered
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so next we're hearing kind of like the
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main living room space and it was a bit
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challenging because it's kind of tight
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right so the challenge is like this is
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such a small living room and it's right
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next to the dining room which is right
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next to the kitchen so define the spaces
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individually you use this big rug we
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created this really cool custom media
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wall and it's making this space feel
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very useful and just like very welcoming
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to come sit here
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the furniture is moved in and
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reevaluated by michael and the team in
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the actual space sometimes things don't
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look as planned and the team works
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quickly to make the changes I know tell
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me the bed is because my idea about the
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Saarinen vases Michael didn't love I
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mean you know sometimes we try something
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and sometimes it's great and successful
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jesus said we're gonna do a nice
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burnished brass classic leg which I
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think will just show off the the table
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just as nicely
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next betting we want to stay in beiges
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and whites and black is the only sort of
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color in there and I'm gonna choose a
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couple of pillows that I think are gonna
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look nice on bedding and is
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accessorizing so the reason I like to
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choose these very neutral calming tones
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and colors is because we don't want to
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compete with what's really selling the
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homes which is the architecture and the
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finishes and the windows and the views
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we want to make sure that we honor that
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and speak to it gently but we don't want
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to compete with it that's the star of
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the show now we're gonna head over to
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fabrication and check out some fabric so
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we're gonna use in the space we are what
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are we doing today for Michael here
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we've chosen to make curtains for these
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two rooms out of these two fabrics this
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one will be light and airy and then this
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one will be nice and crisp but it'll
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both hang really nice and gave us a
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cheap look that we want it's nice to
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have like a curtain like this as the
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light comes through but you're not
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necessarily looking at what's outside
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the window if it's not the greatest view
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in the world here we are it's the final
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walkthrough they just want to get some
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of your feedback and see what you think
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about what we've done but I think the
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original brief was to come up with uh
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sort of a scanned a modern type of look
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lots of soft tones I think what you've
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done is great we have all the ochre
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colors the light sofas so I think all in
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all its come together quite nicely
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awesome I'm so glad you're happy with it
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[Music]
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we just walk through the space with
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Michael and now we're gonna have Cheryl
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come by to add her finishing touches
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[Music]
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wanna start by putting this warm throw
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on the sofa it adds some texture and
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warmth and coziness we added this great
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light fixture which pulls in the black
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color which is very dramatic so moving
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into the dining room from the living
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room we've got this gigantic wall so
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again what we did was we chose this art
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which is filling the wall the scale
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super important and we're also bringing
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you into the dining room by using these
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horizontal lines again even the art
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speaks to the Scandinavian style by the
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color palette which is very neutral and
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black the dining room here we changed
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the table base and these legs look
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fantastic I think it was a good call and
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I think this really again speaks to the
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minimalist Nordic Scandinavian style so
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now we're going to come into the kitchen
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and when you're staging a kitchen here's
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the important thing to think about you
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don't want to compete with this
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beautiful marble or the finishes you
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just want to be very subtle in the way
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you staged it use just simple little
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accents here nothing that's going to
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distract the eye from the real selling
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points
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okay so here we are in the master we're
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just doing some finishing touches I'm
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actually adding extra pillows in this
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master bed just because when you layer a
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few layers it actually feels way more
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plush way more inviting alright so now
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I'm going to go over here with the
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drapes which are now installed they look
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great they're adding light to the trick
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to draperies it's and hang them as high
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as you possibly can and then have them
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just kiss the floor it makes your eye go
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up and it makes the ceilings look taller
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so now here we are in the guest room
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which is really sophisticated and
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beautiful this really speaks to the
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Nordic style now because of the warm
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deep tone here which really adds drama
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but also because of the natural woods
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you know sort of the neutral fabric it's
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the natural wood element here but really
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my favorite part of this whole room is
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the cool rug it's a really thick
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recycled woven rug got like depth and
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texture really is a WoW statement in a
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model apartment that you wouldn't see in
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other places
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so when staging in a new development
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also it's important to consider dual
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functionality or as much functionality
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as you can in a small room so even in a
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bedroom we make space for a desk and
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chair so you can imagine anything else
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than just sitting in a bed in a room so
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when you're designing for new
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development it's important to keep in
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mind not to have the design be too
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personalized and to taste specific this
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could possibly alienate a large
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percentage of your buyer demographic and
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that's why especially for this branded
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unit when we stick to the minimalist
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neutralised Scandinavian style so now
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I'm going into the youth slash guest
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room and I'm taking a look this looks so
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great one of the best things about this
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room I think now is the dual paint color
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it just adds a little wow factor and
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it's a little unexpected and it
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differentiates this room from the other
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room so now that the model unit is
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complete hopefully it will strike a
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chord with the right buyer
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[Music]
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