5. Be Aspirational – at every level
Even a buyer in a more low cost area will want to see their interior furnished in a way that shows them their ‘aspirational self’ – they may buy Ikea – but you would never put that in a rendering. Take this too far and it can come across as elitist and out of reach – so knowing your demographic is crucial. When styling an up-market or boutique project – go for statement pieces – show the buyer who they want to become. When working on super prime projects such as Hudson Yards in New York or One Circular Quay in Sydney, the furniture pieces must worthy occupants of the high net worth or celebrity home. Even one piece of mediocre furniture can ruin the effect.
6. Create brand association through your Styling
Some of the most successful property campaigns have made the most of associating their interiors with a well known and cache-carrying interior designer or brand.
Designer and furniture brands such as Coco Republic and B&B Italia have been used within interiors to lend their brand glow to the project itself. This requires the developer to reach out to the appropriate brand to forge this partnership ahead of time.
In a recent stage of the famed 15 Hudson Yards project in New York – the developer commissioned 4 Celebrity Interior Designers to design 4 hypothetical styling schemes to showcase a potential penthouse interior. None will be built as per the literal design, but the fanfare and exposure created by associating the project with these luminaries of taste has created enormous buzz for the project.
7. Don’t show too much – or you run the risk of showing nothing at all
Even when you have done everything right in terms of your styling selections – it can all fall apart if you do not compose the image the optimal way. Put the camera in the corner and try to show the whole room – and you are almost guaranteed for the viewer to click to the next project, or turn the page.
Composition and the discipline of detail is here – if your feature detail is a gorgeous marble fireplace – don’t show it from other side of the room. Get up close and personal – make them feel the warm glow of the embers.
In order for the viewer to experience the relaxation of sitting in the spacious living room looking out to the view, avoid the birds eye perspective. Rather put them into the scene. Bring them close. Give them the sense that they are occupying the space. Ironically – in many cases the more of the space you show, the smaller it seems, and the effect, the magic is gone. But with well considered composition – the most ‘cosy’ space can feel like a palace.