For four years, a fully restored 5th Avenue mansion, designed by legendary architect Stanford White in 1910, was on and off the market. Its Gilded Age grandeur and sought-after location on Museum Mile didn’t seem to be enough to entice potential buyers. Then Jason Saft, founder of Staged to Sell Home, was brought on to work his magic. The catch? It was currently occupied by the family and there was ongoing construction happening. One more thing: It needed to be refreshed in less than 30 days. “Typically we’re only working usually in vacant spaces,” Saft says. “It was like a dance. The construction would finish in the room and we would swoop in and get going.”
Saft’s approach was blending the past and the present, removing overly ornate details and bringing in streamlined furnishings and contemporary artwork. Balancing the colorful rooms and antique wallpaper with subdued neutral tones, he created a livable atmosphere. “It was about blending awe-inspiring with approachable,” he says.
aspire spoke to Saft about how he infused this historic mansion with modern touches and his approach to staging homes so that buyers can see themselves living there.
SS: What were your design goals when staging historic homes such as this?
Jason Saft: A lot of these homes were created as showpieces, but people now want a place where kids can run around or they can curl up on the couch and watch the TV. I asked myself how to make a home that has so many original elements feel contemporary. During a visit to Paris and Vienna, I explored the flea markets and galleries and I came back with a renewed appreciation for combining the past and the present. So, I brought in modern furniture and artwork, then stripped away any overly decorative elements to allow the original details to shine.
SS: When it comes to staging, what takes priority?
JS: It’s funny because, for many people, the art comes last. For me, art comes first because it’s one of the things I love the most in decorating. I use many pieces I have in my 24,000-square-foot warehouse.
“I want to create spaces that potential buyers walk into and say, ‘This is how I should be living.’”
SS: There’s a theory in real estate that bold design elements should be removed from a home, so it appeals to a broader range of buyers. You seem to take a different approach.
JS: For all of these homes that we work on, I understand that a core tenant is removing the seller’s personality, but people still want homes that are inviting and exciting. I want to create spaces that potential buyers walk into and say, “This is how I should be living.” Some people just need to be taught. My job is turning a home into the best possible version of itself.
Photography by Hayley Ellen Day / DDReps
Home Staging and Home Styling by Staged to Sell Home
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