Don’t let Instagram fool you: Nobody lives in this $15K Soho penthouse

The unit serves as a social media photo studio

TRD New York /
Oct.October 01, 2018 04:00 PM

Village Marketing’s Soho penthouse (Credit: Village Marketing)

Home sweet influencer’s “home.”

That might as well be the motto for Village Marketing’s Soho penthouse, which the agency has opened up to social media personalities to promote various products. The 2,400-square-foot space is designed as a backdrop for Instagram and can be booked by so-called “influencers,” the New York Times reported. The address of the penthouse was not disclosed.

Vickie Segar, founder of Village Marketing, came up with the idea after realizing that social media personalities rely heavily on staged backgrounds — like furniture stores and hotel rooms — for their photoshoots.

“People get up and go to ABC Home the second the doors open to shoot — they do anything,” she told the Times. “Spaces like this are gold for them, because then they’re able to have a place that’s a home to shoot lifestyle home moments in.”

For now, the agency — which connects advertisers with influencers — is renting out the space to social media personalities free of charge. The penthouse rents for $15,000 a month, so Village Marketing plans to eventually charge different brands for events and installations in the space.

Advertisers are reportedly expected to spend $1.6 billion on Instagram influence posts this year. Brokers and developers in the city have partnered with influencers to market new buildings. For example,Two Trees Management hired actress/writer Tavi Gevinson to promote the company’s 379-unit rental at 300 Ashland in Brooklyn. [NYT] — Kathryn Brenzel


Related Articles

arrow_forward_ios
Andrew Florance, CEO of CoStar (Photo by Jeffrey MacMillan for the Washington Post)

EXCLUSIVE: CoStar’s Andy Florance on buying Ten-X, the future of office buildings and why brokers don’t need discounts

EXCLUSIVE: CoStar’s Andy Florance on buying Ten-X, the future of office buildings and why brokers don’t need discounts
An institutional investor’s sale of a 7 percent stake in an exchange-traded real estate fund reveals deep concerns about the sector. (Credit: iStock)

Mystery investor dumps big stake in real estate fund

Mystery investor dumps big stake in real estate fund
Thor Equities’ big bet on Fulton Market is paying off

Thor Equities’ big bet on Fulton Market is paying off

Thor Equities’ big bet on Fulton Market is paying off
CEO Andrew Florance (Credit: CoStar via YouTube)

CoStar buying Ten-X for $190M

CoStar buying Ten-X for $190M
Small landlords, such as Jan Lee, a New York landlord who owns two buildings, say Wall Street players will take their place unless rent relief comes soon. (Credit: Twitter; background via BRYAN R. SMITH/AFP via Getty Images)

Small landlords call for rent relief package, fearing Wall Street takeover

Small landlords call for rent relief package, fearing Wall Street takeover
Cohen Brothers Realty president and CEO Charles Cohen and Cushman & Wakefield Chairman of Global Brokerage Bruce Mosler

Hear from billionaire Charles Cohen on today’s TRD Talk

Hear from billionaire Charles Cohen on today’s TRD Talk
Northwind's Ran Eliasaf

Northwind Group launches $220M debt fund focused on NYC

Northwind Group launches $220M debt fund focused on NYC
(Credit: iStock, Pixabay)

NY bill would let businesses take temperatures, refuse entry

NY bill would let businesses take temperatures, refuse entry
arrow_forward_ios

The Deal's newsletters give you the latest scoops, fresh headlines, marketing data, and things to know within the industry.

Loading...