For over a decade, Amy Kalikow Design has been known for fashion-forward yet effortless interiors. But in addition to her work as a designer, Kalikow has a separate arm of her business that is dedicated to the art of home staging. A vast corporate network of New York’s top real estate developers and brokerage firms including The Chetrit Group, Ekstein Development and Douglas Elliman, rely on Kalikow to stage their spaces in inviting and practical ways.
Here she shares why staging a home can make or break a real estate sale.
What is staging?
Aspirational living. Showing people a vision of how they could live, based on the demographics of the buyer and the location of the property.
How is it similar to design/ how is it different?
Staging is basically the same as design but you don’t have a client that approves all selections. I execute based on a shared vision of what the apartment should feel and look like. All of my staging is custom to the space and is unique to that space. It is not rented or used furniture made to fit. It is basically interior design for builders, keeping in check the budget that they are looking to stay within.
Why hire a stager?
People do not have vision. They cannot see how an empty apartment can feel like a home without seeing furniture in it. Additionally, smaller and more quirky residences are especially hard to sell without furniture as people cannot envision how they would work.
What success have you found it in? Who is your audience?
Most buildings do not consider how people live. In the staging I have done, I have had to add lighting in places and move switches, thermostats, etc. as their placement is not suitable for how people need to live in the apartments. My audience for staging is builders who are looking for a custom design on a budget to show their potential buyers who they could live in their buildings.
How is designing for one of these projects similar to a residential project? How is it different?
It is residential design without a client confirming their approval on every item. There is a large amount of trust that comes with these designs as builders use them as their showcase.
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