What It Takes To Stage A $14 Million NYC Apartment


[Narrator] When you’re
trying to sell a place, you want to make potential
buyers feel at home. But when you’re selling
an apartment that’s, say, $14 million, that’s a 7,200-square-foot triplex penthouse with 3 1/2 bathrooms,
skylights, high ceilings, and over 1,500 square feet
of private outdoor space, well, that would sell
in an instant, right? Not necessarily. That’s where Cheryl Eisen comes in. She’s the go-to luxury-apartment stager in the New York area. She does more than help sell homes. She sells you on a dream life. The whole purpose of staging is to style and furnish a place for sale, to highlight its selling
points for potential buyers, and help them envision
themselves living in the space. Cheryl is the CEO of
Interior Marketing Group, a New York City-based company
that does interior design, staging, and marketing for luxury homes. Her past buyers and clients include Chrissy Teigen and John Legend, Ivanka Trump and Jared Kushner, Kim Kardashian West and Kanye West, Bethenny Frankel, and Swedish real-estate
broker Fredrik Eklund. The homes she stages? They start at $5 million and go as high as $230 million. The cost of the pieces for a staging is usually about 1% of the
listing price of the home. Today, we’re going to
follow Cheryl and her team as she stages a loft
that is expected to sell at around $14 million in Tribeca. But before we get to that, all the magic starts here, at this warehouse in Jersey City. Cheryl: This is where
all the magic happens. It’s 60,000 square feet of furniture, light fixtures, art, custom furnishings. Behind me here is the accessories section. And I’m gonna show you today how we tag and prepare for a staging and then we’re gonna go to the Duane Street Tribeca
loft that we’re doing. And you’ll see the whole thing
happen right in front of you. [Narrator] The aesthetic
we’re going for today: a modern, minimalistic look. After the preplanning, the most important part is
going into the warehouse and picking the exact pieces
she wants for the space. It all starts at the board. Cheryl: So here we are
at the projects board. These are the projects we’re
doing at any given time. A lot. This is the one I’m doing today, right here, with the blue tape. I’m gonna show you how we
tape for projects. Let’s go. [Narrator] Each staging starts off with a walkthrough with
the broker or the client to decide what areas are selling points they want to highlight. Cheryl: So I’m looking for
sofas for this project. It’s a really huge loft space, and I want the ceilings
to look super high, so I want something
that’s really low-profile. We’re doing, like, gray, neutral tones, so I feel like this sofa here, which is really cool and sculptural, is gonna be a good choice. I’ll pull it out, put some tape on it, and this will be part of our staging. This will be in the living room. Then upstairs, we’ve got a media room, and I want the sofa to
look a little different, so I feel like this one
could be really good. It’s modular, which means you can put it in any configuration. It
works in every apartment. I’m gonna put my blue tape on it, and it’s gonna come
with us to Duane Street. [Narrator] Staging with
Cheryl is not an easy task. All the homes she works on are staged from start to finish in only 12 days. That’s why her custom art, furniture, and upholstery teams are so important. She can get exactly what
she needs done quickly, all in-house. Cheryl: So I love this chair
for the dining chairs. The only thing is this
color’s a little too light so I’m gonna make it gray
in the upholstery room, and I’m gonna make these legs silver. So I’m here in the throw section. I wanna grab a really cool, textural throw for the living room. I’m gonna take these
two: a cool and a warm. So here I’m looking for
some cute, colorful pillows for the kids’ rooms, which I love doing. They’re so colorful. I’m gonna grab a couple
for the girls’ room and then one for the boys’ room. So for us especially, since I work typically in
neutral tones, tone on tone, I love to layer textures, and pillows and throws
are perfect for that. I can do, like, a gray velvet sofa, then I can do, like, a textured
pillow and a fur throw. And now I’ve got three sort of feelings in that space that really add warmth. I’ve got the sofas. I’ve
got the dining chairs. I’m gonna go to the dining-table section. Let’s go choose a dining table. So we need a huge table
to fit in this place, ’cause it’s huge. We’re gonna have to make
our own base, actually, because we don’t have
one that’s big enough. And I’m gonna top that base with this amazing piece of glass, and I think that’ll be perfect. So I’m looking for a round top, but I don’t see the exact one I want, and I’d love a black glass top. So I think I’m gonna have one made, send it over, and that’s
gonna be our coffee table. [Narrator] Cheryl’s staging strategy is to think about who
the demographic buyer is and choose furnishings and decor pieces to show them how they can
live in and use the space. Cheryl: So because we
focus in the luxury space, most of the places really are
sort of beautiful already. But they’re not selling
for whatever reason. You can’t imagine how someone
will live in the space. They can’t get a sense of where
you’d put your living room or, you know, how large it is
for how much large furniture, how many you can accommodate
for a dining space. So we tell that story. We think about who the
demographic buyer is. Is it a family? Is it a bachelor? How are they gonna live in that space? And then we tell that story
visually with the furnishings. And I do like a wooden
stump kind of a thing to put next to the bathtub and put some towels on it and some soaps, just so it’s, like, an organic moment. So these are all our side
tables, which I love. And this guy has been with
me for 25 years, this table. It’s amazing. We still
use it. Twenty-five years. So this is the lighting section, which is so important to staging because it really customizes the space. It adds ambient light, and it really makes a space
feel authentic and different. Lighting can change a room
[snaps fingers] like that. Now for this place, it’s gigantic, so we need two huge fixtures. So here we are back in
the accessories section. Now I’m gonna actually choose some pieces for this living room to add some color. And here we go. I think I want some blue and then a few things
that’ll sort of go with this. Now we’re gonna go over
to art and get some art. So here’s where custom art is made. And it’s amazing what they can do. Not only do they paint and do mixed media, but here’s some photography
prints that they print out on our giant printer, which
is amazing, onto canvas. And this girl, I love. And April, do you think
you can put pink on this to bring this, some color in this? And then we’ll frame
her and bring her over. All of these amazing
oversized pieces of art are so important to our
staging and our design, because it’s impossible to get,
like, a 12-foot piece of art in 12 days that’s gonna be
exactly what we’re looking for to fill our giant walls
and the spaces we design. And that really differentiates our design from other designers. You can always sort of tell an IMG place because the art is original,
gigantic, oversized art, and it really fills the scale of a wall, and it makes a place look bigger. So now we’re gonna leave art, and we’re gonna go to
the custom department, which does our upholstery. They create custom furnishings. And it’s amazing because
no one else does this. So if I want a coffee table
that’s shaped like a star, I do it in two days, because we’ve got every possible iteration of finishings, of wood. We make our own custom
drapes, custom pillows, custom headboards. I mean, it’s amazing what goes on here. So we didn’t love the color
of this really cool chair, so we’re refinishing it in gray like we’re gonna do to
our dining-table chairs. [Narrator] Once everything
is picked and tagged, the pieces are packed and
loaded for the move-in. Cheryl: Here we are at Duane Street. We’re on-site, and we’re
about to do this great room. So I’m gonna show you the design plan. So right over here, we’re gonna do the giant dining table, with the chairs all over. Here, we’re doing a giant rug. Cool comfy chair here, cool comfy chair here,
facing this fireplace. Here, we’re doing a huge sofa, another sofa facing it, and a cool triptych of
coffee tables in the center to bring it all together. We’re gonna move all the furniture in. All the rest of the rooms are done, and this is the last one to go, but you’re gonna see how it gets done. And then I’m gonna give
you the grand tour. All right, so here we
are for the grand reveal. All right, I’m gonna show you the things that we chose in the warehouse
that you might recognize. But here’s the gorgeous
finished grand space. I mean, it’s amazing. If you’ll notice, this sofa is the one we chose in the warehouse. The three coffee tables,
which anchor the whole design. And the coffee-table base
that’s mirrored right there is the one that the fabricators made. We added a couple of
pops of color, like blue, that you saw me choosing. And the rest we left really open and airy. And these chairs are the chairs that we made in the upholstery department. They used to be white with gold. And now they’re perfectly gray
and in the right color story. And now that you’ve seen the great room, I’m gonna show you the rest of the house. Come follow me. So here we are in the media room, right upstairs from the great room. It’s got some pops of color but you can really chill
out and relax in this room, and enjoy this gorgeous piece of art. Welcome to the master suite. It’s very soft and luxurious. It makes you wanna,
like, really jump in here and fall asleep. There’s some tips and
tricks we use in staging. It’s somewhat formulaic. To add light, you add lighting. You also add mirrors across from a window because then it’s twice as much light, twice as many windows, and it makes the place
look larger as well. To add height, you use
low-profile furnishings. It makes the ceilings look higher. You use floor-to-ceiling drapes, make the ceilings look higher. So here’s the pillow we picked
out for the girls’ room. I’m just gonna place it here,
casually, as a throw pillow on the floor to add a pop of color. So this is the final part of the story we’re telling for the buyers, where they would come and
relax in this library, have a glass of Champagne, and toast that we’re gonna
launch this apartment finally. [Narrator] So I bet at this point you’re left with one last question: What happens to all
the furniture and decor when the home is sold? Most of the time, they’re
sold fully furnished. And if they’re not, the pieces go back to the warehouse and get a new life at a different staging.

100 Replies to “What It Takes To Stage A $14 Million NYC Apartment”

  1. miltonmoll says:

    14 million dollar apartment

  2. Lafanology says:

    I would love to see a series of episodes of her designing million-dollar properties.

  3. fat nigga says:

    the belt, the god damn belt

  4. Paco says:

    She looks like Pamela Anderson :O

  5. The New Yorker 180 says:

    0:22 that’s a terrible view

  6. Alex K. says:

    So if you buy the apartment, you can keep her furniture for about 1% of the apartment's price?

  7. Unklwigz says:

    I love all the name dropping of these pseudo celebrities

  8. forever 21 says:

    Why the bedroom so small 😳😳??

  9. ThumperTodd says:

    She probably has a penis

  10. Jeff says:

    then how much does it cost to go for a viewing?

  11. jleung12292 says:

    I rsther spend that money on a mansion

  12. CYN says:

    My parents bought a trash house that’s worth 5 million because it’s in Mosman Sydney. There’s no aircon (keep in mind this is Australia) Lived there for a year, the price went up 1 million. Had some company redo interior and installed a bunch of electronics, after 5 years it’s now worth 12 million.

    Still can’t believe how real estate price just goes up like that.

  13. Miss Marble says:

    This place is gorgeous!!!

    Side note this woman looks like a cross between Pamela Anderson and a Real Housewives but she's very smart and creative!!

  14. Riley Roe McGregor says:

    oh my god i wanna work for her so bad

  15. Frankie Cal says:

    Why would I pay 14 million for an apartment?

  16. 21panickingpilots says:

    3 and a half bathrooms? What?

  17. jason lul says:

    The kids will just live in boarding school anyway

  18. Yuliya says:

    Wait so is it 14 million dollars a month

    Or 14 million dollars and it's all yours always

  19. Betterlife says:

    The Orange book in the grey tone room popped!!

  20. Sylvia Christodoulou says:

    People with money and bad taste

  21. Aaishah Hassain says:

    I wud love this kind of work

  22. JTTechie says:

    I see she purchased the entire Pamela Anderson makeup line.

  23. Kaitlin Marie says:

    I don’t have the patience for this lmao. She is visual and super talented.

  24. CerberusTheSavage says:

    LMAO 1:47 lovely girl but what's that belt tho xD

  25. Bryin E. Willis says:

    > e

  26. Luis Eduardo says:

    So she sells Warehouse articles as ir they we're designer forniture for millions of dollars? Wow

  27. Hi, Welcome to chilli's says:

    The bathrooms of that company are trash (they don't show them) . I like the rest tho

  28. OLGA FRANCE says:

    Girl's room is so small. 2beds &thats all ? 12.27

  29. Scarlett Nkeng Awongjia says:

    Can you show the outside please😊

  30. Andy says:

    That belt tho… 😬😬

  31. Reah Ndaku says:

    That belt is so gaudy.. To me…

    (And yes I know every one has their own taste and it's hers to love and wear not mine etc etc because ya'al stay offended on behalf of other people…Just my opinion.)

  32. Ōdōri Gonzalez says:

    To be honest, I don’t like this kind of expensive houses or apartments. They don’t really feel like family, they don’t feel warm or like that nostalgic kind of feeling…. you know what I’m saying ? It just feels cold.

  33. ElleSilk says:

    Amazing!

  34. Nadesh Lee says:

    I wonder how her house looks like 🤔😍

  35. kathykn11 says:

    wow she's super talented

  36. Naminker says:

    I'm sorry but that belt looks so dumb

  37. Stella_means_star says:

    You know that you have been watching too many of these videos when you think that 14 million is not bad and then you look in your pocket and find 25 cents.

  38. EUNICE TORRES says:

    Muy importante en Ny para hacer negocios …

  39. pickupyourlaces says:

    She looks like the girl from Full House. DJ

  40. Jekku says:

    That's a lotta walking in them heels. What a great gig!

  41. Sandy Frank says:

    Wow so cute. The outfit is amazing. But i could never work in those shoes.

  42. Nallah B says:

    She is too cute, I want to see what the inside of her home looks like!!

  43. Truth Hurts! BITCH says:

    Wow!

  44. Ana says:

    11:24 I want that picture !! Someone knows where I get this?

  45. Luaxious says:

    What the hell is the point of renting a apartment for 14 million dollars when you can buy a shit ton of houses with that?

  46. classproject00111 says:

    Isn’t this a gay man’s job?

  47. Mor Xiong says:

    That grand living room is bigger than my whole house.

  48. Garden Joy says:

    The taste of the rich is so not my taste. It's like a redo of the boring eightees with some elements of all decades in it.

    My home is much more cozy. And a much greater view as well. Costing not even 2% of theirs. Perhaps I'm just smarter? Or more lucky? Or both?

  49. New Life says:

    Hodge podge

  50. Shiva, Chandar Chandar says:

    She could have a hgtv channel show…. this was so good…. ohh and double the money for her 😉

  51. Erika says:

    Is no one gonna talk about how this is the same apartment from the Buzzfeed worth it video?

  52. AmealonRBX says:

    jessie tingz

  53. AmealonRBX says:

    So can you buy the house furnished?

  54. Aesthetic af says:

    She's amazing at her job, holy shit

  55. emanuel vazquez says:

    Person: I know what your thinking-
    Me: Finally someone noticed there are like no tvs
    Person: Where does all the furniture go….
    Me: -_-

  56. Carlos Silva says:

    I love when multimillion homes are marketed as minimalistic. Loving the oxymoron there hahahahahahahahaha

  57. Pretty pink pastel Asmr says:

    When you hear 1% and you say like oh I stayed at home and I got one percent of the buying price most people would think that’s not that much but in this case that’s a lot I would like one percent of $14 million

  58. Aall Pprr says:

    The furniture looks kinda cheap 1% means 140K buying quality italian furniture it take 20k at least for the living room area only, 10k per bed 30/40 for the kitchen, 10 for the table… I’d rather buy the home unfurnished and spend more money on furniture if I was the client

  59. FacheChanteDeux says:

    I know someone who lives in a smaller scale new build two bedroom in Tribeca with these types of ceilings. Her apartment is large yet manageable. That apartment looks like a heating and cleaning nightmare.

  60. Stan Owden says:

    When they don't want you in Baywatch anymore, you start moving chairs.

  61. Caribbean breeze says:

    I hate those low sofas do hard to get up uff and im not fat.

  62. JimG says:

    I liked this video. I learned so many things that I will forget by the time I am ready to decorate LOL.

  63. Chicken Soup says:

    "To add light, add lighting"

    thanks for the tip, sister

  64. Ann Kinomes says:

    What on earth is a half bathroom?

  65. irmalair1 says:

    Why is it that all luxury people look so bad?? What's with that makeup and hair color and style??? 🤷🏻‍♀️🤷🏻‍♀️🤷🏻‍♀️

  66. DBR Liamg says:

    All the people complaining about the children's rooms don't understand it's intentional. Many parents actually make the kid rooms small so that the kids will only want to sleep in it but not spend their entire day holing in their own space and isolating from the rest of the family. The kids share room with their siblings, the bedrooms were only used for sleeping, while the rest of the day they should be around the house and utilize all the $14 million space: the library, the gigiantic living room, the gym room, the skylight room.

  67. usernamemetin says:

    A Valentino belt it seems

  68. Felipe Brockveld says:

    I don’t like these vibes

  69. Glen Nyhus says:

    I really admire your vision for the company. Inspiring

  70. Clara De Vicente says:

    She’s so smart
    Girl power!!

  71. Clara De Vicente says:

    Love seeing female CEOs

  72. Haley Bright Heart says:

    Oh my gosh! This apartment/penthouse reminds me of Jessie from Disney.
    Edit: it’s even in NY which makes it seem more like Jessie.

  73. Wavy Boyz says:

    That belt ain't it

  74. Khuslen E says:

    The Kardashian's takes to have a 14 million dollar house

  75. Blue Monday says:

    Did anyone else feel like that apartment was a tomb? The lighting was awful and it felt dead inside

  76. musica letras says:

    I like her. She seems like a sweet person.

  77. musica letras says:

    My dream job. I love home decor.

  78. Phoenix Swanson says:

    I suppose all furniture looks cheap in a 14 million dollar home..

  79. Jaila Nelson says:

    I want this house Buh I’m living in a dollar store budget sooo ion see that happening anytime soo😂😭💀looks nice tho

  80. a person says:

    For anyone curious, the address is 142 Duane Street, Unit #PHA.

  81. Mr. Stew says:

    Man That is an ugly belt …

  82. Johannes Franck says:

    so does it sells with or without this furnitures?

  83. Fast doggo says:

    That apartment is only 14 million? Damn what a steal

  84. emaderaghi says:

    12:49 nice sexy legs!

  85. diana bonier says:

    He didnt even conqured southeastern china and died trying. Doubt he can conqure the moon. Maybe eastern europe siberia.

  86. Ellie MM says:

    Thumbs up for her good work.
    I am, however, stunned at the price of the apartment, when one could purchase a bigger 5 million dollar house, with land. If you work in the city you'd have enough money left over to buy a decent apartment there and rent it out when not in use.
    I think much differently..

  87. Oscar Roswall-Stanley says:

    Yeah that buckle is too big

  88. FlimsTV says:

    Everything is gray

  89. garbonomics says:

    What happens when someone wants to keep the staged furniture?

  90. ASAP_Haget says:

    11:43 To add light you add lighting Ok 😂😂😂

  91. xFlxralPetals says:

    Bill gates could never-

  92. Lori Fields Briggs says:

    It makes me sick that there's an apartment this expensive.

  93. Brewely says:

    She’s definitely wearing a belt. I can tell you that.

  94. Serena Schepers says:

    There are kids that are going to live there and glass tables?

  95. Ciara Sheehanxx says:

    is anyone else wondering if that photo at 11:26 is Billie Eilish??

  96. Manager Project says:

    HOW COME SHE SAID SHE HAD A PIECE OF FOR 25 YEARS AND THE COMMENTATOR IS SAYING THAT THE HOUSE IS SOLD WITH THE FURNITURE, SO FOR 25 YEARS A PIECE OF FURNITURE IS USED, THESE PRESENTERS ALWAYS LIE AND DECIVE PEOPLE, FAKE REPORTING ALWAYS.

  97. llva says:

    So many people are saying the children's bedroom is tiny and that shocked me

    cause it looks normal to me 😭 im so poor

  98. Nick Milligan says:

    Who says women can’t make it? I mean really, on top of how bogus that statement is by default, look at this awesome enterprise. She has really made her passion into her bread and butter. Well done.

  99. grant noroyan says:

    so over priced and blown out of proportion you can get many people to do what she does for half the price and that art is generic and boring not high end

  100. Rucha Parekh says:

    Does the buyer get all of these materials of staging?

Leave a Comment

Your email address will not be published. Required fields are marked *