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What It Takes To Stage A $14 Million NYC Apartment - YouTube
Channel: Business Insider
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[Narrator] When you're
trying to sell a place,
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you want to make potential
buyers feel at home.
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But when you're selling
an apartment that's, say,
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$14 million, that's a
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7,200-square-foot triplex penthouse
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with 3 1/2 bathrooms,
skylights, high ceilings,
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and over 1,500 square feet
of private outdoor space,
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well, that would sell
in an instant, right?
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Not necessarily.
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That's where Cheryl Eisen comes in.
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She's the go-to luxury-apartment stager
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in the New York area.
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She does more than help sell homes.
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She sells you on a dream life.
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The whole purpose of staging
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is to style and furnish a place for sale,
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to highlight its selling
points for potential buyers,
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and help them envision
themselves living in the space.
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Cheryl is the CEO of
Interior Marketing Group,
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a New York City-based company
that does interior design,
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staging, and marketing for luxury homes.
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Her past buyers and clients include
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Chrissy Teigen and John Legend,
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Ivanka Trump and Jared Kushner,
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Kim Kardashian West and Kanye West,
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Bethenny Frankel,
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and Swedish real-estate
broker Fredrik Eklund.
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The homes she stages?
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They start at $5 million
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and go as high as $230 million.
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The cost of the pieces for a staging
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is usually about 1% of the
listing price of the home.
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Today, we're going to
follow Cheryl and her team
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as she stages a loft
that is expected to sell
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at around $14 million in Tribeca.
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But before we get to that,
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all the magic starts here,
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at this warehouse in Jersey City.
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Cheryl: This is where
all the magic happens.
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It's 60,000 square feet of furniture,
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light fixtures, art, custom furnishings.
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Behind me here is the accessories section.
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And I'm gonna show you today
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how we tag and prepare for a staging
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and then we're gonna go
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to the Duane Street Tribeca
loft that we're doing.
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And you'll see the whole thing
happen right in front of you.
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[Narrator] The aesthetic
we're going for today:
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a modern, minimalistic look.
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After the preplanning,
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the most important part is
going into the warehouse
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and picking the exact pieces
she wants for the space.
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It all starts at the board.
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Cheryl: So here we are
at the projects board.
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These are the projects we're
doing at any given time. A lot.
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This is the one I'm doing today,
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right here, with the blue tape.
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I'm gonna show you how we
tape for projects. Let's go.
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[Narrator] Each staging starts off
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with a walkthrough with
the broker or the client
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to decide what areas are selling points
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they want to highlight.
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Cheryl: So I'm looking for
sofas for this project.
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It's a really huge loft space,
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and I want the ceilings
to look super high,
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so I want something
that's really low-profile.
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We're doing, like, gray, neutral tones,
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so I feel like this sofa here,
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which is really cool and sculptural,
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is gonna be a good choice.
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I'll pull it out, put some tape on it,
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and this will be part of our staging.
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This will be in the living room.
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Then upstairs, we've got a media room,
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and I want the sofa to
look a little different,
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so I feel like this one
could be really good.
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It's modular, which means you can put it
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in any configuration. It
works in every apartment.
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I'm gonna put my blue tape on it,
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and it's gonna come
with us to Duane Street.
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[Narrator] Staging with
Cheryl is not an easy task.
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All the homes she works on are staged
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from start to finish in only 12 days.
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That's why her custom art, furniture,
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and upholstery teams are so important.
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She can get exactly what
she needs done quickly,
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all in-house.
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Cheryl: So I love this chair
for the dining chairs.
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The only thing is this
color's a little too light
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so I'm gonna make it gray
in the upholstery room,
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and I'm gonna make these legs silver.
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So I'm here in the throw section.
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I wanna grab a really cool, textural throw
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for the living room.
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I'm gonna take these
two: a cool and a warm.
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So here I'm looking for
some cute, colorful pillows
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for the kids' rooms, which I love doing.
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They're so colorful.
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I'm gonna grab a couple
for the girls' room
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and then one for the boys' room.
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So for us especially,
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since I work typically in
neutral tones, tone on tone,
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I love to layer textures,
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and pillows and throws
are perfect for that.
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I can do, like, a gray velvet sofa,
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then I can do, like, a textured
pillow and a fur throw.
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And now I've got three sort of feelings
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in that space that really add warmth.
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I've got the sofas. I've
got the dining chairs.
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I'm gonna go to the dining-table section.
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Let's go choose a dining table.
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So we need a huge table
to fit in this place,
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'cause it's huge.
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We're gonna have to make
our own base, actually,
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because we don't have
one that's big enough.
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And I'm gonna top that base
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with this amazing piece of glass,
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and I think that'll be perfect.
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So I'm looking for a round top,
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but I don't see the exact one I want,
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and I'd love a black glass top.
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So I think I'm gonna have one made,
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send it over, and that's
gonna be our coffee table.
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[Narrator] Cheryl's staging strategy
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is to think about who
the demographic buyer is
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and choose furnishings and decor pieces
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to show them how they can
live in and use the space.
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Cheryl: So because we
focus in the luxury space,
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most of the places really are
sort of beautiful already.
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But they're not selling
for whatever reason.
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You can't imagine how someone
will live in the space.
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They can't get a sense of where
you'd put your living room
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or, you know, how large it is
for how much large furniture,
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how many you can accommodate
for a dining space.
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So we tell that story.
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We think about who the
demographic buyer is.
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Is it a family?
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Is it a bachelor?
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How are they gonna live in that space?
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And then we tell that story
visually with the furnishings.
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And I do like a wooden
stump kind of a thing
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to put next to the bathtub
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and put some towels on it and some soaps,
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just so it's, like, an organic moment.
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So these are all our side
tables, which I love.
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And this guy has been with
me for 25 years, this table.
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It's amazing. We still
use it. Twenty-five years.
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So this is the lighting section,
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which is so important to staging
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because it really customizes the space.
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It adds ambient light,
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and it really makes a space
feel authentic and different.
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Lighting can change a room
[snaps fingers] like that.
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Now for this place, it's gigantic,
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so we need two huge fixtures.
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So here we are back in
the accessories section.
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Now I'm gonna actually choose some pieces
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for this living room to add some color.
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And here we go.
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I think I want some blue
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and then a few things
that'll sort of go with this.
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Now we're gonna go over
to art and get some art.
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So here's where custom art is made.
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And it's amazing what they can do.
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Not only do they paint and do mixed media,
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but here's some photography
prints that they print out
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on our giant printer, which
is amazing, onto canvas.
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And this girl, I love.
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And April, do you think
you can put pink on this
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to bring this, some color in this?
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And then we'll frame
her and bring her over.
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All of these amazing
oversized pieces of art
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are so important to our
staging and our design,
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because it's impossible to get,
like, a 12-foot piece of art
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in 12 days that's gonna be
exactly what we're looking for
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to fill our giant walls
and the spaces we design.
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And that really differentiates our design
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from other designers.
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You can always sort of tell an IMG place
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because the art is original,
gigantic, oversized art,
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and it really fills the scale of a wall,
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and it makes a place look bigger.
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So now we're gonna leave art,
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and we're gonna go to
the custom department,
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which does our upholstery.
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They create custom furnishings.
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And it's amazing because
no one else does this.
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So if I want a coffee table
that's shaped like a star,
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I do it in two days,
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because we've got every possible iteration
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of finishings, of wood.
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We make our own custom
drapes, custom pillows,
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custom headboards.
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I mean, it's amazing what goes on here.
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So we didn't love the color
of this really cool chair,
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so we're refinishing it in gray
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like we're gonna do to
our dining-table chairs.
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[Narrator] Once everything
is picked and tagged,
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the pieces are packed and
loaded for the move-in.
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Cheryl: Here we are at Duane Street.
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We're on-site, and we're
about to do this great room.
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So I'm gonna show you the design plan.
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So right over here,
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we're gonna do the giant dining table,
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with the chairs all over.
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Here, we're doing a giant rug.
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Cool comfy chair here,
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cool comfy chair here,
facing this fireplace.
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Here, we're doing a huge sofa,
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another sofa facing it,
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and a cool triptych of
coffee tables in the center
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to bring it all together.
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We're gonna move all the furniture in.
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All the rest of the rooms are done,
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and this is the last one to go,
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but you're gonna see how it gets done.
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And then I'm gonna give
you the grand tour.
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All right, so here we
are for the grand reveal.
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All right, I'm gonna show you the things
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that we chose in the warehouse
that you might recognize.
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But here's the gorgeous
finished grand space.
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I mean, it's amazing.
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If you'll notice, this sofa
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is the one we chose in the warehouse.
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The three coffee tables,
which anchor the whole design.
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And the coffee-table base
that's mirrored right there
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is the one that the fabricators made.
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We added a couple of
pops of color, like blue,
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that you saw me choosing.
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And the rest we left really open and airy.
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And these chairs are the chairs
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that we made in the upholstery department.
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They used to be white with gold.
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And now they're perfectly gray
and in the right color story.
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And now that you've seen the great room,
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I'm gonna show you the rest of the house.
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Come follow me.
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So here we are in the media room,
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right upstairs from the great room.
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It's got some pops of color
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but you can really chill
out and relax in this room,
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and enjoy this gorgeous piece of art.
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Welcome to the master suite.
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It's very soft and luxurious.
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It makes you wanna,
like, really jump in here
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and fall asleep.
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There's some tips and
tricks we use in staging.
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It's somewhat formulaic.
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To add light, you add lighting.
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You also add mirrors across from a window
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because then it's twice as much light,
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twice as many windows,
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and it makes the place
look larger as well.
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To add height, you use
low-profile furnishings.
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It makes the ceilings look higher.
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You use floor-to-ceiling drapes,
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make the ceilings look higher.
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So here's the pillow we picked
out for the girls' room.
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I'm just gonna place it here,
casually, as a throw pillow
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on the floor to add a pop of color.
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So this is the final part of the story
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we're telling for the buyers,
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where they would come and
relax in this library,
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have a glass of Champagne,
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and toast that we're gonna
launch this apartment finally.
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[Narrator] So I bet at this point
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you're left with one last question:
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What happens to all
the furniture and decor
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when the home is sold?
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Most of the time, they're
sold fully furnished.
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And if they're not,
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the pieces go back to the warehouse
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and get a new life at a different staging.
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