Category Archives: Color

Lifestyle Marketing —

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Home Staging Brooklyn with Lifestyle Marketing“Lifestyle Marketing consists of segmenting a complex market into niche subdivisions based on interests, attitudes, and beliefs.  This marketing technique creates an enthusiastic and loyal consumer-base and establishes the brand as a valuable part of the consumer’s everyday life.”

Similar Terms:  – Lifestyle Segmentation, Cultural Marketing

 When designing a model unit, there are two choices: home staging or lifestyle marketing. Home staging is like a spray shot  – creating a “generic” space that would appeal to the widest number of potential buyers, in a similar vibe to Pottery Barn, West Elm  and Williams Sonoma.  Home staging keeps a careful distance from trends and specificity of any kind; the goal is to be the most classic and “evergreen” as possible.

Lifestyle marketing, on the other hand, picks up on the voyeurism in human nature and creates something deliberate, something specific. A space is customized to an aspiration  or ideal of the potential/target buyer .  Usually that ideal is a combination of career, hobbies, and trends.  Of course, there is the chance that one person’s image of a hip, tech multi-millionaire is not at all the same as another’s.  A seasoned Lifetsyle Marketing professional knows the limits and will not push the envelope too far with the lifestyle elements.  In New York City real estate, especially in Brooklyn where the market is hotter than hot, there is considerable money on the line – both in sales and in rentals.  It is important to get it right.  Sometimes that means adding a little quirky fun to a design, but only if it speaks the language of the target demographic.  The goal: making the property memorable as well as enviable.
Lifestyle Marketing and Home Staging in New York CityWith this 2 bedroom, we added a fondue set at the dining table. What better way to tempt children to eat fruits and veggies than to make it fun with fondue?  Especially now that Cookie Monster is Veggie Monster!

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To have one of the designers at Amazing Space NYC

design your model units, please call 917-428-3965

and ask for Debbie.

Lifestyle Marketing as home staging in Brooklyn model units

Isn’t this Master Bedrrom delicious?! 🙂

Brooklyn Model Staging: Square Box Now Luxurious Home!

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When staging models in Brooklyn, we are faced with the same challenges in New York City: a lot of money for not enough space! With the model units I’ve been staging lately, I’m finding slightly larger spaces, and great views. Here is a cute studio, essentially just a square box, that we turned into the perfect home.
Brooklyn Model Staging
With a neutral palette, the emphasis is on the view. The pops of turquoise add drama, for sure, but they also play off the grays and beiges to provide counterpoint and a nod to the blue sky on a dynamic New York sunny day!

Interesting shapes add interest where perhaps “function” might normally dominate. A buyer gets the impression the living here is fun, luxurious and “in”! The lucite pieces obviously keep the overall design light, and while they make physically take up space, they don’t interfere with the sight lines.
Brooklyn Model Staging - Part 2

To get your home professionally designed by Debbie Oulvey, please call 917-428-3965.

Home Staging A Brooklyn 2 BR for Rent

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Home Stager in BrooklynWe staged this 2 bedroom apartment in one of Brooklyn‘s most desirable school districts needed a total make-over.  The renters who resided in the unit obviously needed more space (and a good cleaning service).  The Living Room was facing the kitchen, when it was occupied by tenants, which rarely shows well.

Model in Brooklyn Condo home staged by Debbie Oulvey

Similar unit one floor below.

ASNYC brought in a team of contractors that refinished the kitchen cabinets, painted the walls, repaired closet doors and handles and topped it off with a thorough (and much needed) cleaning.

A neutral palette was used for the furnishings in the main room in order to make the kitchen a part of the room and not an intrusion.  Grays, taupes and a pop of blue bring life, warmth and a touch of color to the space.

A complete make-over.  The lamination on the cabinets was falling off; the doors and the island were badly scratched.  We had new cabinet doors made and changed the kitchen from dull cherry to a satin white. The result: a clean, contemporary kitchen that opens into a stylish, hip living space.  By adding a soft gray hue to the living room walls, we gave a little more emphasis to the contemporary kitchen while, at the same time, adding depth and character to the living – dining space.

Brooklyn Home Staging

To have your home staged by Amazing Space NYC, please call Debbie Oulvey at 917-428-3965.

Holiday Decorating – Whoa There!

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Excessive Holiday Decor

Admittedly, this was a Show House of Christmas Decor, in Florida!

Along with holiday gatherings come all of the decorations.  What do you do when you are trying to sell a property right smack in the middle of the Christmas holiday season?  Will the seller become the Grinch and steal little Cindy Loo Who’s tree, decorations and presents?

Absolutely NOT!  Buyers need to feel a connection with a property – and allowing a home to show traditions and the spirit of the holiday season is perfectly acceptable, as long as the decorations do not block flow or create obstacles.  Be cognizant of how people walk within and between the rooms.  Make sure the buyers can still see the features and selling points (don’t place the 7′ tall tree in front of the window that has the spectacular view of the Empire State Building).  Substitute holiday-inspired statues, candles, and accents for your every day ones.

Most important is to follow the outline from your professional Stager with respect to de-cluttering and de-personalizing the rooms when adding your holiday decorations.  The result will be tastefully decorated rooms that offer the flavor of the holidays while still allowing potential buyers to easily see the bones of the home.

NYC Home Staging Union Square Simplicity

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Home Staging NYCThis 2 bedroom/convertible 3 near Union Square offered buyers no reason to look past the foyer.  After being “welcomed” by vinyl wallpaper that was supposed to resemble wood paneling, buyers were bombarded by a wall of mirrors that reflected the mechanicals on the roof of the building across the street – awful.  Off the living room, the floor of the den” was covered in cheap, worn-out carpeting.  Outlet covers were missing.  Worn-out, dirty sheers dressed the living room windows.  A faux fireplace, with no purpose, sat right in the center of the main living-dining space.  The windows were filthy and there was nothing on the terrace that invited buyers outside to enjoy the tree-top view.  After the sellers executed our extensive renovation plan, we brought in furniture, art, rugs, accessories – and a really good cleaning crew – to transform the 1,600 square feet of space from blah to “AH!”

The Living Room

Home Staging in NYC Living Room After the Magic!As you can see, we have cleaned the space up so that it sizzles with style! From the hide rug, to the mix of leather furniture, this room now shows great light, views and expanse.  We kept the colors neutral, with just a quick pop of color in the art.  The pieces on the coffee table suggest a relaxed style that’s casual yet ready for company at any time.  Big fat cushions echo the luxurious notes of the leather inviting you to sink in and call the place home.

The Den

Den staged in New York City apartment in Union SquareIt is simple . . .  then simply fabulous!

A contemporary setting does not have to feel cold. Here we have standard lamps and a fun, textured mirror to warm up the space. Plus, a game on the ottoman.  You don’t need to SEE at TV to know exactly where you’d put one to be comfortable in that room.

 

The Master Bedroom

Master Bedroom home staging NYCThis master bedroom offers the perfect retreat from the kids and the noise of the city.  The worn-out carpeting was replaced with wood floors that were stained to match the rest of the apartment.  The color combination of the bed linens amplify the varied textures of the art, wood tones and light leathers. Overall, this master bedroom is now sexy and appealing to both the man and woman of the house!

 

 

For an estimate on staging your New York City home for sale, please call Debbie at 917-428-3965

Bleak and Basic Before Staging This NYC Home

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Before Home Staging NYC One Bedroom Appartment

A new paint color, a thorough cleaning and a simple, but effective, Staging Design by Amazing Space NYC and this one bedroom condo on the Upper East side sold in ONE day at full ask,  with multiple offers and a bidding war.

One bedroom condos are a dime a dozen in New York City. The post-war units tend to all look alike.  A single window, the parquet floors, the open plan… it’s a common look.  How to make this one stand out? How do we create a memorable event that will capture the buyer’s attention and elicit offers?

This before photo is a bit dark, but you can see the whole space is awkaward… and yellow.  ASNYC approached this space as we do every property: we identify the target buyer, renovate as much as the budget allows,  deep-clean the rooms and then illustrate how the next buyer can advantage of what’s there.

NYC Home Staged by ASNYC

 

A fresh coat of Elmira White HC-84 provided the perfect backdrop for a combination of contrasting furniture and large pieces of dramatic artwork.  Since red is a color that traditionally spurs people to action, touches of red were incorporated to add punch and purpose.  The staging design plan created the “wow” effect we consistently strive for, which then led to several buyers having the “I gotta have it” reaction.  We just love when that happens!

Multiple offers and a bidding war that resulted in an accepted offer heads above the ask price.  It’s fun to be able to report such an amazing success!

For your own potential success story, please call 917-428-3965 and ask for lead designer, Debbie.

Color Splash

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Color Trends Sherwin WilliamsI get excited when the color trends are released.  Almost instantly, I start putting together color palettes for room design projects that I don’t even have! Although I lean towards Benjamin Moore for my projects, I turn to Sherman Williams for paint color trends and forecasts.

Here are the 4 SW color trend 2014 categories and a synopsis of their descriptions:

2014 Color TrendsReasoned:

Browse through any design magazine or log onto Houzz and you will instantly see this Color Trend which is continuing through 2014: Gray is the new Black. A few years back, it was Brown but Gray has planted roots and continues for yet another year to be a foundation, a color staple in room designs.  Gray will continue to be associated with math. Think maps, compasses, astrology.    In other words, Restoration Hardware will still be a consumer’s go-to for design inspirations.  Fortunately,  I have been using a lot of gray in 2013 so my design inspirations will still be “in” next year!   Some of my favorite grays are by Benjamin Moore, such as Edgecomb Gray and Revere Pewter.

2014 Color TrendsDiaphanous:

Sherman Williams refers to this category as light, delicate and translucent. This is your “safe” palette, perfect for home staging and for clients who just cannot quite commit to a saturated hue.  I must admit, I am intrigued by a few of the SW colors in this collection, such as Fleur de Sol and Steamed Milk.  You might be seeing them in future Amazing Space NYC staging projects.

2014 Color TrendsIntrinsic:

This collection is a melting pot of cultural experiences and crafts.  You can hear the calypso drums and reggae rhythms, tribal drums and bustling street markets.  The collection invokes an ocean breeze,  the Serengeti,  rolling hills and vast deserts.  The colors are saturated and vivid with a palette that is deeply rooted in tradition.  There are some gorgeous colors in this collection (the blues really captured me).  Home stagers, this is not the collection for you.  Designers, knock yourself out!  This collection can add intense beauty to the walls.  Picture an entire room of furnishings in white/off-white fabrics against a backdrop of one of these colors, coupled with pillows and accents that complement the culture and the hue on the walls.

2014 Color TrendsCuriosity:

The SW description says it best: “…where mad science meets fantasy, and sweet dreams overlap with feverish nightmares.”  There is a solemness to these brown-based colors, and while they are deeply saturated hues that will command attention,  a feeling of despair washes over me when I look at them.  I am sure this palette will find a home, but it probably won’t be in one that I design.  It freaks me out!

No matter what the trend or forecast indicates, I believe we should use color to match our mood, our passion, our vision.  But it is always fun to see what the color weathermen predict the trends will be.  Hopefully, the color forecasters are better than the weather ones!

 

Red is NOT Dead!

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Red in Home Staging NYC
Red – it is alluring and seductive, evoking feelings of hunger and passion. But is it appropriate for Home Staging? Those formal dining rooms and accent walls painted in candy apple, crimson or cranberry certainly are vivacious and alluring, but when Staging a property for sale, do those dramatic walls add value or cause buyers to run in the opposite direction?

When combined with the right furnishings and accent colors, red is extremely elegant. From a designer’s vantage point, I love red – especially when it is high gloss and lacquered.  And there is no reason why those same techniques cannot be incorporated into a staging plan, in the form of picture, art or mirror frames, trays, or small appliances (think retro toaster or ice cream soda maker).  Red in accent pillows and artwork are also great ways to seduce a buyer into a room.

Subtle hints of red in the furniture and accessories makes it pop – pop – pop!  We want the buyers to be moved emotionally, to be spurred to action.  Action to make an offer.  Red is a great color to inspire such action.

Red in Home Staging NYCModel Designs For Home Staging NYC

For more information about booking Amazing Space NYC for your own home staging, please call Debbie at 917-428-3965.