Spectacular estate properties offered for sale have for years been the venue for ever more creative marketing. If once a formal tea or luncheon for top real estate agents was the way to a buyer’s heart, soon “staging” became the must-have approach to presentation. Personal furnishings and collections were replaced (or vacant residences furnished) with a neutral palette of items that would allow potential buyers to imagine themselves and their own possessions filling the rooms.
Staging, which is today an industry in itself, has a new buzzword: art staging. With the cooperation of galleries and artists, this ambitious approach takes advantage of an estate property’s mansion-scale walls to present an exhibition of significant artworks. It allows agents and developers a chance to draw high-end buyers to their properties, allows collectors to see artworks in an impressive private setting and allows artists to expose their work to an audience that might not otherwise see it. Win-win-win!
To learn more, have a look at this recent article in the Los Angeles Business Journal.