The Real Deal New York

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

The unit serves as a social media photo studio
October 01, 2018 04:00PM

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