Hiring artists to promote high-end condos in New York and Miami
The merging of the worlds of art and real estate arouse the interest of high-budgeted investors
What can attract the interest of demanding high-budgeted potential buyers, in a real estate market experiencing a new luxury condominium boom in cities like New York and Miami? What can make the difference for them when they’re making their well-considered purchase decision?
Luxury amenities and comforts are not enough anymore. Real estate developers must be ready to offer peculiar and unique features to their clients to make them feel they are living in a place like no other.
So, what’s the key to give a home a unique identity that is tailored to each buyer? “Art” is the answer! This recent trend, anyway, has an historic precedent. Like ancient noble families did in the past – the Italian Medici family commissioned plenty of art works for their numerous estates and skilful artists were hired to create spectacular religious pieces of art for European cathedrals – upmarket buyers are increasingly appreciating the merging of the worlds of art and real estate, thus making artists become valuable consultants for developers. Artists see it as cooperation and not as a commercialization of their creative energy, as those who are ready to invest in high-end luxury homes usually have a deep knowledge of art.
In Miami, a famous sculptor has been hired by the developer of a beachfront condominium on Collins Avenue to create original works for every buyer in the building and an Academy Award-nominated painter has been hired to design a sales centre for another condo in the city. In Midtown Manhattan, instead, a developer is placing a 40-storey LED light installation on the building façade.
While the idea of living with art is playing a critical role in the marketing of high-end condos, it is not the only marketing strategy employed by developers. Holograms representing the building floor plans and neighbourhoods, curved projection walls featuring drone-taken 180-degree images are also used to arouse the interest of potential buyers.
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