Shelley O’Keefe finished arranging the furniture, installing the chandeliers and hanging the artwork in apartment 2A, a three-bedroom floor-through at the Chelsea condo Citizen on a Sunday. By Tuesday, the Corcoran broker was making arrangements to have it all removed. A buyer had signed a contract on the apartment—a victory, if something of a pyrrhic one—the dust never even had a chance to settle on the eye-catching wall hangings or handsome carpets before they were hauled to a floor-through on the 12th floor.
The whole point of staging in a new development is to sell apartments. Just not, preferably, the apartment that’s been painstakingly outfitted with furniture, rugs, lighting fixtures, window treatments, wall hangings and ersatz ephemera. In new developments, staged apartments are not supposed to sell themselves, but rather, the unstaged, empty apartments all around them. Invariably, though, buyers want the staged apartments. Even though in most cases, the apartment will be delivered empty, virtually indistinguishable from all the other apartments in that line. Read More