Condo owners welcome interior design showcases — for free

TRD New York /
Nov.November 02, 2009 04:27 PM

It seems like an unlikely scenario: A team of luxury interior stylists decorates your property for free, stuffing it with pricy furnishings, taking professional photos of it and then publishing them in a nationwide magazine. But for the developers of some unsold high-end condo units in New York City, the dream can be reality. Albert Laboz, a principal with United American Land, is one such developer. One of his unsold units at the Soho Mews at 311 West Broadway was photographed for Town & Country magazine, among others, which he let the publication use at no cost. Laboz said that the response from the photo shoot has been noteworthy.” The traffic uptick is tremendous,” Laboz said, noting that this tactic is part of a shifting promotional strategy among developers. “It’s no secret that the market is challenging.” Laboz’s unit is one of at least three homes that has swung its doors wide — and for free — for designers looking to showcase their work on the cheap.


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