Selling While Selling
Nobody’s looking at your condo building? Open a pop-up store in one of the apartments.
Published Apr 19, 2009
Roxy Kirkpatrick saw the announcement on Facebook first, for a three-day shopping event called Retail Therapy. Young designers, joined by a few established ones like Tory Burch, were setting up shop in vacant apartments at Miraval Living, a brand-new condo conversion near her Upper East Side home. Kirkpatrick, who had never noticed the building before, came away with a bag and a belt and a surprising new appreciation for luxury apartments. “I wish I could move in,” she says, adding: “Maybe I should talk to my parents about buying.”
developers of Miraval Living are hoping to hear just that. Selling
condos is a shaky business right now, after all, and, as Elaine Diratz
of Corcoran Sunshine, which handles Miraval’s sales, puts it, “When you
go into so many of these spaces, one tends to run into the next.” The
solution, she says, is to do something memorable; this draws people in
and showcases the apartments simultaneously. “It’s important to come up
with creative ways to drive traffic.” Especially when there isn’t that
much: “There’s a certain reluctance to come to the sales office,”
admits Prudential Douglas Elliman’s Frances Katzen, a condo specialist.